| 000 -LEADER |
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| fixed length control field |
02003nam a2200325 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
160601n 000 0 eng d |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9783319250212 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126101130.0 |
| CONTROL NUMBER |
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| control field |
64237 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| TITLE STATEMENT |
|---|
| Title |
Programmatic advertising : |
| Remainder of title |
the successful transformation to automated, data-driven marketing in real-time |
| Statement of responsibility, etc |
Busch, Oliver, Edited by |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Cham : |
| Name of publisher, distributor, etc |
Springer, |
| Date of publication, distribution, etc |
2016. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 277 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm. |
| SERIES STATEMENT |
|---|
| Series statement |
Management for professionals |
| SUMMARY, ETC. |
|---|
| Summary, etc |
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Concept -- Components -- Transformation |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Business |
| General subdivision |
Data processing |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Data mining |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Business and Management |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Data Mining and Knowledge Discovery |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
IT in Business |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Media Management |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS |
| General subdivision |
Industrial Management |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS |
| General subdivision |
Management |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS |
| General subdivision |
Management Science |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS |
| General subdivision |
Organizational Behavior |
| Source of heading or term |
sears |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Busch, Oliver, |
| Relator term |
Edited by |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |