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The Resource Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

Label
Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Title
Programmatic Advertising
Title remainder
The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Creator
Subject
Language
eng
Member of
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Series statement
Management for Professionals
Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Label
Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4179390
Publication
Copyright
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Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Preface -- Contents -- List of Contributors -- Part I: Concept -- The Programmatic Advertising Principle -- 1 Background -- 1.1 Requirements -- 1.2 Development -- 2 Classification -- 2.1 Definition -- 2.2 Functionality -- 2.3 Components -- 2.4 Scope -- 3 Conclusion -- Bibliography -- Borderless Media Management -- 1 The Significance of Borderless Digital Advertising Media Commerce -- 2 How Digital Advertising Is Working Globally -- 2.1 The Inventory Aspect -- 2.2 The Data Aspect -- 3 Overview from an Advertiseŕs Standpoint -- 4 Conclusion -- Bibliography -- Programmatic Disruption for Premium Publishers -- 1 Origin and Characteristics of Premium Publishers -- 2 Existing Disruptions for Premium Publishers in Digitalization -- 3 The Significance of Programmatic Advertising for Premium Publishers -- 4 The Consequences -- 4.1 The Demise of Premium CPMs -- 4.2 The Disappearance of the Mid-tail -- 4.3 New Competitors -- 5 Potential Approaches for Premium Publishers -- 5.1 Profiling Their Own Users -- 5.2 Generating Registration Data -- 5.3 Buying External Data -- 5.4 Buying External Inventory -- 5.5 Charging More for Premium Space via Brand Safety Scores -- 6 Conclusion -- Perspectives of Programmatic Advertising -- 1 Quo Vadis Programmatic Advertising? -- 2 Programmatic Advertising in the Hype Cycle -- 3 High Willingness to Invest Despite a Remaining Uncertainty -- 4 Fundamental Changes in the Ecosystem of Advertising -- 5 High but Manageable Hurdles -- 5.1 Programmatic Buying of Premium Formats -- 5.2 First Call for High Relevance -- 5.3 Required Skills and Qualified Staff -- 5.4 Best-Practice Strategies Beyond Remarketing -- 5.5 User Acceptance, Data Protection and Security -- 6 Current and Future Drivers of Programmatic Advertising -- 7 Emerging Programmatic Advertising Channels, Formats and Approaches -- 7.1 Facebook Advertising
  • 7.2 Mobile Advertising -- 7.2.1 Out-of-Home-Use of Mobile Devices -- 7.2.2 At-Home-Use of Mobile Devices -- 7.3 Online-Video and Digital Out of Home Advertising -- 7.4 Content Marketing and Native Advertising -- 8 New Data and Findings as Programmatic Advertising Drivers -- 8.1 Big Data Analysis -- 8.2 Web of Things and Virtual Reality -- 9 Risks in the Programmatic Advertising Development -- 9.1 Restrictive Regulation of Data Protection -- 9.2 AdBlocker as Self-defense of the User -- 9.3 Limited Branding Capabilities -- 10 Conclusion and Outlook -- Part II: Components -- Consumer-Centric Programmatic Advertising -- 1 Programmatic Advertising in the Marketing Mix: Content and Connections -- 1.1 The Evolution of Programmatic Advertising from a Performance Channel Only to a Method to Buy a Broad Range of Digital Media -- 1.1.1 Programmatic Advertising 2.0: Audience Buying -- 1.1.2 Programmatic Advertising 3.0: Consumer Centric Advertising Along the Entire Purchase Funnel -- 1.2 Consumer Centric Marketing: The Single View on a Consumer -- 2 Configuring the Right Programmatic Setup for an Advertiser -- 2.1 Programmatic Business Models: Products, Services and In-between -- 2.2 Transparency and Disclosure -- 2.3 Advertiser Control Versus Guaranteed Results -- 3 Configuring an Advertiser Programmatic Setup -- 3.1 DSP: The Buying Engine -- 3.2 First Party Data: Maximising the Value and Control of Owned Data -- 3.3 Third Party Data: Worth the Money? -- 3.4 Access to Media Inventory: Open Auctions or Private Deals? -- 3.5 Brand Safety: Preventing Fraud, Controlling Viewability and Audience Reach -- 3.6 Customising Messages: Dynamic Creative Optimisation -- 3.7 People: Evolving Skillsets for Granular Optimisation of the System -- 4 Moving into the Future -- 4.1 The Consumer Centric Organisation Does Not Separate Marketing and Sales
  • 4.2 Should Advertisers Take Programmatic Advertising In-house? -- 4.3 Moving Beyond the Web: Programmatic TV, Outdoor, Radio -- 4.3.1 Video Neutral Planning: Strategic Planning Across Channels, In-channel Buying -- 4.3.2 Combining Online Cookies with TV-Panel for Integrated Optimisation -- 4.3.3 Buying Traditional Linear TV Programmatically -- 5 Conclusion -- Understanding Demand-Side-Platforms -- 1 Technical Basis -- 1.1 High Performance Server Platforms -- 1.2 Data Processing in Real Time -- 2 Differences Between the DSPs -- 3 Necessary Amendments to a DSP in the Programmatic Advertising Ecosystem -- 3.1 Data Management Platform -- 3.2 Cross-Channel Tracking Including Mobile Channels -- 3.3 Conversion Attribution/Customer Journey -- 3.4 Interfaces -- 3.5 Dynamic Creatives -- 3.6 Tag Management -- 4 Significance of the SSP Connection -- 5 Excursus: DSP Use for Publishers -- 6 Challenges -- 6.1 Automated Systems Cannot Completely Replace Human Optimizations -- 6.2 Breaking Down Silos of Thought -- 7 Conclusion and Outlook -- Bibliography -- Granularity Creates Added Value for Every Objective -- 1 Always Act P̀̀rogrammatic First́́ or P̀̀rogrammatic Media Planninǵ ́-- 2 The True Campaign Objectives -- 3 Full Funnel Marketing -- 3.1 Prospecting or Branding -- 3.2 Predictive Targeting -- 3.3 Retargeting -- 3.4 Marketing to Existing Customers -- 4 Campaign Conception -- 4.1 Campaign KPIs -- 4.2 Channels and Advertising Formats -- 4.2.1 Display -- 4.2.2 Mobile -- 4.2.3 Video -- 4.2.4 Social -- 4.3 Devices -- 4.4 Inventory Concept -- 4.5 Targeting Concept -- 4.6 Creative Concept -- 4.7 Tracking Concept and Attribution Model -- 4.8 Optimization Planning -- 5 Conclusion -- Bibliography -- Enhanced Success with Programmatic Social Advertising -- 1 Social Media Today -- 1.1 Behavioural Focus -- 1.2 Facebook Advertising Ecosystem
  • 1.3 Programmatic Social in Action -- 1.4 Power to the People -- 2 Vision of Programmatic Advertising and Social in the Future -- 3 Conclusion -- Programmatic Brand Advertising -- 1 Preliminary Note -- 2 What Is Programmatic Advertising for Premium Advertising/Branding and Are Specific Strategies Required? -- 2.1 Definition -- 2.2 Strategies for Brand Advertising -- 2.2.1 Optimisation of Ad Exposure -- 2.2.2 Measuring the Effect -- 2.2.3 Target Group Reach -- 2.3 Challenges in Applying Strategies to Programmatic Advertising -- 2.4 Inventory Strategy -- 3 Data Strategy -- 3.1 Data Types Along the Funnel -- 3.2 The H̀̀ardeŕ ́the Better -- 3.3 Data Reach as a Critical Criterion -- 4 Data Protection in the Programmatic Advertising Environment -- 5 Conclusion: The Ideal Set-up to Lead Programmatic Premium to Success -- Bibliography -- The Creative Challenge -- 1 Modern Programmatic Advertising -- 2 Campaigns Belong to the Digital 80s -- 3 Strategy, Ad Creation and Media Are All Linked Together -- 3.1 Structures -- 3.2 Ad Creation -- 3.3 Technology -- 3.4 Business Intelligence -- 4 Established Practice -- 5 Conclusion -- Bibliography -- Unleashing the Power of Greater Creatives for Brands -- 1 High Impact Ads in the Programmatic Market Place -- 2 Conclusion -- Cross-Channel Real-Time Response Analysis -- 1 Evolving Media Usage -- 2 Why Measuring Advertising Effectiveness in Programmatic Advertising? -- 3 Challenges and Evaluation Criteria of Methods -- 4 Models that Support Decision Making -- 4.1 Heuristics -- 4.2 Statistical Models -- 5 Conclusion -- Bibliography -- The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World -- 1 Measurement Faces a New Marketing World -- 2 Barriers to Further Growth of Programmatic Advertising -- 2.1 Lack of Transparency in the Value Chain -- 2.2 Questionable Data and Sources
  • 2.3 Unclear Impact of Programmatic, Especially Related to Cross-Media and Brand Advertising Campaigns -- 2.4 Consumer Trust and Privacy Concerns -- 3 The Power of Panel-Based Data. Or: Measuring the Success of Programmatic Advertising -- 3.1 Panels as Reference Data to Improve Data Quality -- 3.2 Increasing Transparency and Measuring Effectiveness Through Panels -- 4 Conclusion -- How to Be a Successful Publisher in the Programmatic World -- 1 Focus on Mobile -- 1.1 Native Advertising: New Opportunities for Buyers and Sellers -- 1.2 Standardisation Enables Scale -- 1.3 Mobile Bandwidth Brings Speed and Unfolds Creativity -- 1.4 Wearables: An Incredible Opportunity to Engage with Consumers -- 1.4.1 A New Step in Location-Based Advertising -- 1.4.2 Wearables Can Deliver Extensive Insights for Marketers -- 2 Data: A Publisheŕs Best Friend -- 2.1 Seller Data Versus Buyer Data -- 2.2 Programmatic Advertising Driving Relevance -- 2.3 Reaching Scale Through Data -- 2.4 Future Growth Drivers -- 3 The Next Step in Programmatic: Automated Guaranteed -- 3.1 Reaching a New Level in Automation -- 3.2 Programmatic Targets for Sales -- 4 The Rise of Programmatic Co-operatives -- 4.1 Europe Is Leading the Development of Co-operatives -- Part III: Transformation -- The CMOs Challenge -- 1 The State and Nature of Programmatic Advertising from a CMO Perspective -- 2 The Challenges From a CMOs Perspective -- 3 Managing the Change Process into Programmatic -- 4 How Critical Are Technical and IT Skills in Marketing? -- 5 Outsourcing or Insourcing Programmatic Advertising? -- 6 Outlook: The Future of Programmatic Advertising -- Bibliography -- Integrated Campaign Planning in a Programmatic World -- 1 Choosing a Framework for Programmatic Campaign Planning -- 2 Briefing -- 2.1 Clearly Defined Advertising Objectives -- 2.2 Well Defined Strategic Target Audiences
  • 2.3 Clear Picture of Existing Digital Platform Architecture
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Extent
1 online resource (280 pages)
Form of item
online
Isbn
9783319250236
Media category
computer
Media MARC source
rdamedia
Media type code
c
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remote

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