000			02003nam a2200325 a 4500
245	1	0	_aProgrammatic advertising : _bthe successful transformation to automated, data-driven marketing in real-time _cBusch, Oliver, Edited by
008			160601n 000 0 eng d
260			_aCham : _bSpringer, _c2016.
020			_a9783319250212
520			_aThis 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.
490	1		_aManagement for professionals
505	0		_aConcept -- Components -- Transformation
650		7	_aMarketing _2sears
650		7	_aBusiness _xData processing _2sears
650		7	_aData mining _2sears
650		7	_aBusiness and Management _2sears
650		7	_aData Mining and Knowledge Discovery _2sears
650		7	_aIT in Business _2sears
650		7	_aMedia Management _2sears
650		7	_aBUSINESS & ECONOMICS _xIndustrial Management _2sears
650		7	_aBUSINESS & ECONOMICS _xManagement _2sears
650		7	_aBUSINESS & ECONOMICS _xManagement Science _2sears
650		7	_aBUSINESS & ECONOMICS _xOrganizational Behavior _2sears
700			_aBusch, Oliver, _eEdited by
300			_ax, 277 p. : _bill. ; _c25 cm.
005			20170126101130.0
001			64237
003			UOWD
942			_cREGULAR
999			_c29258 _d29258