The display business is online advertising's fastest growingfield. Google and others are starting to provide easy tools toenable small- and medium-sized businesses to take advantage of thisopportunity. This guide provides marketers, consultants, andsmall-business owners with the knowledge and skills to create andoptimize a display advertising campaign. It covers concepts,trends, and best practices, and presents a day-to-day plan fordeveloping, managing, and measuring a successful campaign.
Display Advertising: An Hour a Day helps anyone promote abusiness successfully with effective online display adcampaigns.
This fundamental guide on programmatic advertising explains in detail how automated,Â data-driven advertising really works in practice and how the right adoption leads to aÂ competitive advantage for advertisers, agencies and media. The new way of planning,Â steering and measuring marketing may still appear complex and threatening but promisingÂ at once to most decision makers. This collaborative compendium combines proven experienceÂ and best practice in 22 articles written by 45 renowned experts from all aroundÂ the globe. Among them Dr. Florian Heinemann/Project-A, Peter WÃ¼rtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr.Â Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
This book is your ultimate guide to the advertising data landscape. It covers everything from basic concepts all the way to developing a successful data strategy. You will learn where advertising data comes from and how it flows around the ecosystem. It will help you understand what data is available for targeting from third-party vendors, as well as standalone advertising platforms such as Facebook, Google, or Amazon. Data Management Platforms (DMPs) are explored in depth, with detailed profiles of the most popular providers. All of this is set into context of key privacy regulations, including General Data Protection Regulation (GDPR). The final chapter gives you a blueprint for designing your own successful data strategy.
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Check out the other AdWords Books - Perry Marshall and Mike Rhodes Ultimate Guide to Google AdWords, AdWords for Dummies, AdWords Secret Hacks, SEO Like I'm 5 etc., - they're great, they're good, but they don't include powerful step-by-step worksheets, links to online videos, and the free AdWords Toolbook with hundreds of free tools for AdWords advertising 2018. Plus they're OUTDATED. This AdWords book is listed as one of the best books on Google AdWords 2018.
Online advertising is now one of the fastest advancing areas in the IT industry. In display and mobile advertising, the most significant technical development in recent years is the growth of Real-Time Bidding (RTB), which facilitates a real-time auction for a display opportunity. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a userâs visit. RTB not only scales up the buying process by aggregating a large number of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimization in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields.
Despite its rapid growth and huge potential, many aspects of RTB remain unknown to the research community for a variety of reasons. This monograph offers insightful knowledge of real-world systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising. The topics covered include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimization, statistical arbitrage, dynamic pricing, and ad fraud detection.
This is an invaluable text for researchers and practitioners alike. Academic researchers will get a better understanding of the real-time online advertising systems currently deployed in industry. While industry practitioners are introduced to the research challenges, the state of the art algorithms and potential future systems in this field.
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