The ability to capture the attention of consumers in the online ecosystem has become ever more daunting. Millions of websites, digital properties, and web applications are being viewed daily and this is where the need to select the best platform …

Was Sie aus diesem Kapitel mitnehmen Wie Unternehmen im Bereich Programmatic mit der DSGVO und dem Consent-Erfordernis umgehen Warum ein strengerer Approach im Partner Management nötig ist Wie kanalübergreifendes Marketing neu gedacht werden kann …

Programmatic Advertising nimmt bei der Aussteuerung von Display Advertising im Online-Marketing eine zunehmend bedeutende Stellung ein. Diese Entwicklung gründet auf Effizienzgewinnen und Kosteneinsparungen. Allerdings zeigt die Analyse …

In the growing digital advertising market, programmatic advertising plays an indispensable role. Thanks to its audience-targeting capabilities, through the collection of big data, programmatic advertising has changed the way of buying …

Programmatic television advertising technologies allow advertisers to detect the placement of competitor ads and schedule their own ads almost in real time. This paper investigates how managers can improve the effectiveness of their ad schedules …

In this text I try to present the first approximation (my first such) to the idea of how Culture, from an anthropological point of view, is a variable; bearing in mind advertising analysis which seeks to establish a model of analysis for …

We propose a novel method for efficient target audience augmentation in programmatic digital advertising. This method utilizes a novel ParGenFS algorithm for most adequate generalization in taxonomies which was developed by the authors in a joint …

Programmatic advertising is a large scale, real-time bidding process, whereby ads are automatically assigned to available spaces across types of media and geographic regions upon an individual user’s browser request. The large-scale automation of …

TV remains the most popular advertising medium, and total global TV advertising revenue is forecasted to rise (PWC, 2016). But, what do we mean by TV? Until recently, there was a clear divide between TV content and online video. TV programs were …

Technological changes produced by the digital convergence are driving a paradigm shift in advertising and mass communication, and resulting in the emergence of a new market. Programmatic advertising is, in this context, an emergent technology that …

As a technologist looking at the proximity market, I became conscious of our own ignorance of the world of advertising. When Anke Audenaert invited me to present a lecture on beacon technology to her MBA class, I sat in on her lecture on …

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 ne

To make Programmatic Advertising platforms useful for branding campaigns, several additional requirements have to be fulfilled. The core requirements are the delivery of advertisements by target group and ad exposure as well as according to specific

Programmatic Advertising has evolved from simple Retargeting and Audience Buying into consumer centric marketing against the entire purchase funnel and the method of choice to execute all digital media buys for many marketers.This increased use and s

Despite its bright future, programmatic advertising still faces significant hurdles, such as a lack of best practices beyond remarketing and premium inventory, the problem of cross-device adaptability and a lack of subject experts. In addition, there

It is no secret that the digital marketing industry loves innovation and is thus in a constant state of change and always on the lookout for the next big thing. You could even go so far as to say this quest is often considered a business model itself

Efficient markets operate on the principle of investors having access to the best information when making a purchase decision. Programmatic advertising embraces this principle in its allocation of inventory to advertisers. It provides a single view o