Programmatic advertising is the most exciting thing that happened in marketing in a long time- perhaps since the advent of mass advertising itself. This book offers the first comprehensive introduction to the world of programmatic advertising. If you are new to this revolutionary technology, it will help you get quickly up to speed. The book is intentionally relatively short and dense, so it can be read over a weekend - and then kept on your desk for reference. Here's a quick overview: Chapter one outlines the basic technologies enabling programmatic advertising - such as cookies, pixels, banner ads, or ad exchanges. Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies. Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, role of the Deal ID, and publisher prioritization including header bidding. Chapter four is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling. Chapter five expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here. Chapter six offers an overview of the current issues discussed across the digital ad industry - including fraud, viewability, attribution, ad blocking, or privacy. Chapter seven is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio or print."
Easy to Learn and implement hands on guide for Digital Marketing
Author: Cecilia Figueroa
Pubpsher: BPB Publications
Category: Business & Economics
Skyrocket your business goals with this hands on guide DESCRIPTION Social media marketing has stemmed from people’s communication habits. Nowadays, social networking platforms are essential in practice, even in marketing. To understand the changes and transformations the field of marketing has undergone until now, it is important to know its origin. This complete guide will help you start selling and marketing your business by teaching you both SEO/SEM and web usability. You will learn the analytical part of Google Analytics and online advertising through Google AdWords. This book will introduce you to Web 2.0, and at the end of it, you may also want to make a career change to digital marketing! ● Have you ever wondered how you can work smart with products that offer a range of essential applications for businesses? ● What are the prerequisites for a successful business? ● What will happen if your company does not use digital marketing for your business? ● Do you know what are the newest and best technologies, applications, web tools, and virtual customer relationship management products that your competitors are using right now to work smarter and more efficiently? KEY FEATURES ● Online advertising ● Online marketing campaigns ● Mail marketing ● Website marketing ● Opt-in email ● Mobile marketing ● Marketing data ● Digital strategy ● Consumer marketing WHAT WILL YOU LEARN ● Design, organize, and monitor strategies. ● Optimize your website SEO. ● Create, manage, and evaluate Google Ads campaigns, and display advertising and payment campaigns. ● Integrate mobile marketing and mail marketing campaigns. ● Use Google Analytics. ● Improve the accessibility and usability of a website and UX. ● Stand out on LinkedIn. ● Apply Big data and machine learning to digital marketing. WHO THIS BOOK IS FOR Anyone who, for personal, academic, and/or professional reasons, wants to learn the basics of digital marketing. It is also a good start for marketers who would like to know their audiences and define strategies that best suit them. Table of Contents 1. Define your audience: Marketing plan & value proposition. 2. Content strategy: Key process to improve content creation. 3. Use social media for your business. 4. Social ads: Make people think and talk. 5. SEO for beginners: Title, URL, & CTR 6. Search engine marketing (SEM): Position your brand in the market (PPC & paid search) 7. Display advertising to target your audience: Facebook, target audience, keywords, & search terms. 8. Create a campaign with email marketing: Segmentation, email automatization, split test, A/B testing, & optimization. 9. Analyze what people do in your website: Google Analytics & Big data. 10. Launch your career in digital marketing: Digital Marketing jobs, LinkedIn, networking, Big data, machine learning, & elevator pitch
Release on 2016-09-01 | by Catherine Fitterman Radbill
An Entrepreneurial Approach, Second Edition
Author: Catherine Fitterman Radbill
Pubpsher: Taylor & Francis
Introduction to the Music Industry: An Entrepreneurial Approach, Second Edition is an introductory textbook that offers a fresh perspective in one of the fastest-changing businesses in the world today. It engages students with creative problem-solving activities, collaborative projects and case studies as they explore the inner workings of the music business, while encouraging them to think like entrepreneurs on a path toward their own successful careers in the industry. This new edition includes a revised chapter organization, with chapters streamlined to focus on topics most important to music business students, while also maintaining its user-friendly chapter approach. Supported by an updated companion website, this book equips music business students and performance majors with the knowledge and tools to adopt and integrate entrepreneurial thinking successfully into practice and shape the future of the industry.
This report contains detailed profiles of twelve of the world’s leading platform companies and derives insights from those profiles about what platforms actually do, how they do it, and why they succeed financially.
Understand the Marketing Revelation That Commercialized the Internet
Author: Gregory Cristal
Category: Business & Economics
Understand the marketing revelation that commercialized the Internet. Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time. Ad Serving gives marketers the ability to deliver and measure their ads for exceptionally low cost, revealing the true value of the ad space they pay for. Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. The processes and systems behind data collection are complex, and marketers are expected to learn how to use them as the industry grows; applying this knowledge to their new roles in Digital Advertising. Many undertake this challenge, unaware of the complexity that lies ahead. The learning resources are few and far between. This book satisfies an intermediate-level of tuition to Ad Serving Technology, illustrating how and why Advertisers continue to grow their ad spend in the planet's favorite new media channel. Topics covered includes: Introduction to Digital Advertising, Introduction to Ad Serving technologies, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Instream Video, SEO, Paid Search, Affiliate, Email and Social. This book also covers Conversions, Attribution, Retargeting, Optimization Strategies, Adserver Reporting, Adserver Analytics, Privacy technology and an Introduction to Programmatic including DSPs, SSPs, DMPs, ATD's, ITD's and RTB.
A comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Author: Oliver Busch
Category: Business & Economics
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Author: Helen Katz
Category: Business & Economics
The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.
This book constitutes the refereed proceedings of the IFIP WG 8.2 Working Conference on Information Systems and Organizations, IS&O 2018, held in San Francisco, CA, USA, in December 2018. The 11 revised full papers presented together with one short paper and 2 keynote papers were carefully reviewed and selected from 47 submissions. The papers are organized in the following topical sections: setting the stage; social implications of algorithmic phenomena; hybrid agency and the performativity of technology; and living with monsters.
Release on 2000 | by Charles C. Bullock,Michael James Mahon
A Person-centered Approach
Author: Charles C. Bullock,Michael James Mahon
Pubpsher: Sagamore Pub Llc
Category: Social Science
This is a best-selling introductory book, intended for all students in parks, recreation, and leisure studies, regardless of specialty. It provides an essential, basic knowledge level of people with disabilities. Common themes are presented by the authors in a manner allowing readers to develop their own personal views of therapeutic recreation, and this approach keeps the focus of service on the customer.