Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, DSPs, SSPs, agency trading desks, DMPs, and the most important industry bodies. Chapter three is dedicated to programmatic ad trading, role of the Deal ID, with special attention given to the real-time bidding RTB auction, and publisher prioritization including header bidding.
Chapter four is all about data and ad targeting. It also covers new programmatic channels including TV, audio or print. 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, ad blocking, attribution, viewability, or privacy.
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From the author of "Introduction to Programmatic Advertising. This book is your ultimate guide to the advertising data landscape. You will learn where advertising data comes from and how it flows around the ecosystem. The final chapter gives you a blueprint for designing your own successful data strategy. All of this is set into context of key privacy regulations, including General Data Protection Regulation GDPR.
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Ad Serving Technology: Understand the marketing revelation that commercialized the Internet#ad - This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. This book also covers conversions, ssps, attribution, atd's, adserver reporting, DMPs, Privacy technology and an Introduction to Programmatic including DSPs, Optimization Strategies, Retargeting, Adserver Analytics, ITD's and RTB.
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, instream Video, Paid Search, Introduction to Ad Serving technologies, SEO, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Affiliate, Email and Social.
Many undertake this challenge, unaware of the complexity that lies ahead. 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.
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Marcgrether/xaxis, michael lamb/mediamath, Carolin Owen/IPG, Arun Kumar/Cadreon, Stefan Bardega/Zenith, Dr. Ralf strauss/marketingverband, Jonathan Becher/SAP and many more great minds. Thiscollaborative compendium combines proven experience and best practice in 22 articleswritten by 45 renowned experts from all around the globe.
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Listed on many seo book lists as one of the best books SEO books of 2020 as well as a best SEO book for beginners. Jason speaks in simple english and uses the metaphor of The Seven Steps to SEO Fitness to explain to you how to 'get SEO fit. Table of contentsgoals: define your seo goalskeywords: identify winnable, high value seo keywordson page SEO: Optimize Your Website to 'Speak Google' via Page Tabs, leverage social media, and structural elementsContent Marketing: Learn to produce content that pleases Google and your customersOff Page SEO: Build links, your home page, and go local.
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Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always-on" consumer to deliver more personalized engagements across media, channels, and devices. Coverage includes identity management, media and channel optimization, and integrated technology, consumer privacy and compliance, experience design, measurement and attribution, audience management, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities.
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Master google adWords and Google Analytics to run successful digital campaigns.