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Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
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.
289 pages, Hardcover
First published December 13, 2015
16 people are currently reading
42 people want to read
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Displaying 1 - 2 of 2 reviews
December 13, 2020
Stitching together beautiful rags found on the road does not make a suit and neither does piling up a few good articles found on the internet make a book.
This is important because this isn't the first time i have read a book that tried to include a motley crew of articles and attempted to camouflage them as a part of a whole. What the author fails to understand is that the article are often at cross purposes, some of them deal with the same topic and thus duplicate the effort, while others happen to lack synergies, i.e. since each article is independent of each other, they don't build upon each other. Thus the book is just random article without any need to be in a particular order, because they don't form a part of a continuous narrative. The author has done a shoddy job of including these articles, directly i.e. without any morphing to fit the whole. As such the book is extremely theoretic, and might actually be very irrelevant to the ad tech practitioner.
Not sure why this book is recommended in the first place. The books is extremely boring, since it is not composed to keep you engaged.
This is important because this isn't the first time i have read a book that tried to include a motley crew of articles and attempted to camouflage them as a part of a whole. What the author fails to understand is that the article are often at cross purposes, some of them deal with the same topic and thus duplicate the effort, while others happen to lack synergies, i.e. since each article is independent of each other, they don't build upon each other. Thus the book is just random article without any need to be in a particular order, because they don't form a part of a continuous narrative. The author has done a shoddy job of including these articles, directly i.e. without any morphing to fit the whole. As such the book is extremely theoretic, and might actually be very irrelevant to the ad tech practitioner.
Not sure why this book is recommended in the first place. The books is extremely boring, since it is not composed to keep you engaged.
November 18, 2021
Its a solid piece of work. Lays the foundation of programmatic advertising, as covered by experts of the field.
Displaying 1 - 2 of 2 reviews