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Programmatic Advertising
Editor
- Oliver Busch
Abstract
Individual chapters are listed in the "Chapters" tab
Suggested Citation
DOI: 10.1007/978-3-319-25023-6
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Book Chapters
The following chapters of this book are listed in IDEAS- Oliver Busch, 2016. "The Programmatic Advertising Principle," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 3-15, Springer.
- Rosa Markarian & Aee-Ni Park & Mark Grether, 2016. "Borderless Media Management," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 17-24, Springer.
- Holm Münstermann & Peter Würtenberger, 2016. "Programmatic Disruption for Premium Publishers," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 25-36, Springer.
- Jürgen Seitz & Steffen Zorn, 2016. "Perspectives of Programmatic Advertising," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 37-51, Springer.
- Oliver Gertz & Deirdre McGlashan, 2016. "Consumer-Centric Programmatic Advertising," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 55-73, Springer.
- Arno Schäfer & Oliver Weiss, 2016. "Understanding Demand-Side-Platforms," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 75-86, Springer.
- Arndt Groth & Viktor Zawadzki, 2016. "Granularity Creates Added Value for Every Objective," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 87-102, Springer.
- Patrick Dawson & Michael Lamb, 2016. "Enhanced Success with Programmatic Social Advertising," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 103-110, Springer.
- Stephan Noller & Fabien Magalon, 2016. "Programmatic Brand Advertising," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 111-122, Springer.
- Sven Weisbrich & Caroline Owens, 2016. "The Creative Challenge," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 123-130, Springer.
- Chip Meyers & Christian Muche, 2016. "Unleashing the Power of Greater Creatives for Brands," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 131-139, Springer.
- Burkhardt Funk & Nadia Abou Nabout, 2016. "Cross-Channel Real-Time Response Analysis," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 141-151, Springer.
- Niko Marcel Waesche & Tilman Rotberg & Florian Renz, 2016. "The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 153-164, Springer.
- Frank Bachér & Jay Stevens, 2016. "How to Be a Successful Publisher in the Programmatic World," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 165-175, Springer.
- Ralf E. Strauss & Jonathan Becher, 2016. "The CMOs Challenge," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 179-192, Springer.
- Andy Stevens & Andreas Rau & Matthew McIntyre, 2016. "Integrated Campaign Planning in a Programmatic World," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 193-210, Springer.
- Nils Hachen & Stefan Bardega, 2016. "Evolution of Digital Campaign Design and Management," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 211-220, Springer.
- Kolja Brosche & Arun Kumar, 2016. "Realtime Data Accelerates Online Marketing," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 221-232, Springer.
- Grégory Gazagne & Alexander Gösswein, 2016. "Redefining Retargeting," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 233-242, Springer.
- Florian Heinemann, 2016. "Driving Performance with Programmatic CRM," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 243-254, Springer.
- Marco Klimkeit & Paul Benson, 2016. "Pricing for Publisher: Scaling Value, Not Volume," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 255-264, Springer.
- Ted McConnell & Lothar Hoecker, 2016. "Managing to Quality Attention and Outcome Through Programmatic Technology," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 265-277, Springer.
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