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.
Chapter seven is about new formats available programmatically, video, such as rich media, or native. New book "data in digital advertising" now also available! *****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.
Data in Digital Advertising: Understand the Data Landscape and Design a Winning Strategy
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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Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
It is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe. It takes readers behind the scenes--examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever.
Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled--online advertising is exploding. Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.
Part history, individuals, part guidebook, part prediction for the future, Targeted tells the story of the companies, and innovations driving this revolution.
Ad Serving Technology: Understand the marketing revelation that commercialized the Internet
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.
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.
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Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time Management for Professionals
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.
Florian heinemann/project-a, deirdre McGlashan/MediaCom, Peter Würtenberger/Axel-Springer, Dr.
Learning Google AdWords and Google Analytics
Get the most out of your campaigns and website with the new version of Google AdWords and the latest Google Analytics features and reports.
Digital Marketing For Dummies For Dummies Business & Personal Finance
So how do you keep afloat in this fast-paced and ultra-competitive environment? Don't sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you're looking to craft a killer campaign from scratch or just want to beef up your social media presence, you'll find everything you need to meet your business goals—and boost your bottom line.
From current best practices in seo and sem to the latest ways to effectively use content marketing and influencer marketing—and everything in between—Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts. What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms—and the people who use them—continue to evolve.
Does your digital marketing pack a punch? written with the marketer's best interests in mind, this friendly, increase audience engagement, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, and acquire and monetize customers.
Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
Digital technology, order products, social media, and e-commerce have radically changed the way consumers access information, and shop for services. Sure to be a classic, data driven is a practical road map to the modern marketing landscape and a toolkit for success in the face of changes already underway and still to come.
Data driven will show you how to: ●target and delight your customers with unprecedented accuracy and success●bring customers closer to your brand and inspire them to engage, organize, purchase, and remain loyal●Capture, and analyze data from every source and activate it across every channel●Create a data-powered marketing strategy that can be customized for any audience●Serve individual consumers with highly personalized interactions●Deliver better customer service for the best customer experience●Improve your products and optimize your operating systems●Use AI and IoT to predict the future direction of markets You’ll discover the three principles for building a successful data strategy and the five sources of data-driven power.
. Using the latest technologies―cloud, wants, mobile, and artificial intelligence AI―we have more data about consumers and their needs, social, internet of things IoT, and affinities than ever before. Axiom business book award silver medalist in business technology The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce―the #1 customer relationship management CRM company in the world A tectonic shift in the practice of marketing is underway.
And if you’re wondering what the future holds, you’ll receive seven forecasts to better prepare you for what may come next.
SEO Fitness Workbook: The Seven Steps to Search Engine Optimization Success on Google 2020 Updated Edition
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.
Just google 'seo expert bay Area' or 'SEO Expert Witness'. He's there at the top!Stanford University - used by Dr. Learn seo in plain english - step by step!2020 updated editionbuy the workbook used at stanford continuing studies to teach search engine Optimization Read the Reviews - compare the REAL REVIEWS of this book to the REVIEWS ? of other booksOptimize your Website - learn ON PAGE SEO tactics to build an SEO-FRIENDLY WEBSITE.
Learn link-building - master the art of getting inbound links, blog mentions, and social authority. Watch videos - view step-by-step companion VIDEOS that SHOW you how to do SEO.
The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, tools, with clear strategy for developing the new capabilities, metrics, and processes essential in the age of platform marketing.
Develop the tools, metrics, and processes necessary to engage the modern consumer gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company's structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment.
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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Learning Google AdWords and Google Analytics
Master google adWords and Google Analytics to run successful digital campaigns.