Programmatic Advertising

Table of Contents

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   Book Overview
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   Chapter 1 The Programmatic Advertising Principle
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   Chapter 2 Borderless Media Management
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   Chapter 3 Programmatic Disruption for Premium Publishers
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   Chapter 4 Perspectives of Programmatic Advertising
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   Chapter 5 Consumer-Centric Programmatic Advertising
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   Chapter 6 Understanding Demand-Side-Platforms
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   Chapter 7 Granularity Creates Added Value for Every Objective
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   Chapter 8 Enhanced Success with Programmatic Social Advertising
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    Chapter 9 Programmatic Brand Advertising
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    Chapter 10 The Creative Challenge
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    Chapter 11 Unleashing the Power of Greater Creatives for Brands
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    Chapter 12 Cross-Channel Real-Time Response Analysis
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    Chapter 13 The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World
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    Chapter 14 How to Be a Successful Publisher in the Programmatic World
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    Chapter 15 The CMOs Challenge
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    Chapter 16 Integrated Campaign Planning in a Programmatic World
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    Chapter 17 Evolution of Digital Campaign Design and Management
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    Chapter 18 Realtime Data Accelerates Online Marketing
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    Chapter 19 Redefining Retargeting
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    Chapter 20 Driving Performance with Programmatic CRM
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    Chapter 21 Pricing for Publisher: Scaling Value, Not Volume
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    Chapter 22 Managing to Quality Attention and Outcome Through Programmatic Technology