The display business is online advertising's fastest growingfield. Google and others are starting to provide easy tools toenable small- and medium-sized businesses to take advantage of thisopportunity. This guide provides marketers, consultants, andsmall-business owners with the knowledge and skills to create andoptimize a display advertising campaign. It covers concepts,trends, and best practices, and presents a day-to-day plan fordeveloping, managing, and measuring a successful campaign.
Display Advertising: An Hour a Day helps anyone promote abusiness successfully with effective online display adcampaigns.
***** New book "Data in Digital Advertising" now also available! *****
Programmatic advertising is the most exciting thing that happened in marketing in a long timeÂ — perhaps since the advent of mass advertising itself.
This book offers the first comprehensive introduction to the world of programmatic advertising. If you are new to this revolutionary technology, it will help you get quickly up to speed. The book is intentionally relatively short and dense, so it can be read over a weekend — and then kept on your desk for reference.
Here's a quick overview:
Chapter one outlines the basic technologies enabling programmatic advertising — such as cookies, pixels, banner ads, or ad exchanges.
Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies.
Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, role of the Deal ID, and publisher prioritization including header bidding.
Chapter four is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling.
Chapter five expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here.
Chapter six offers an overview of the current issues discussed across the digital ad industry — including fraud, viewability, attribution, ad blocking, or privacy.
Chapter seven is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio or print.
This fundamental guide on programmatic advertising explains in detail how automated,Â data-driven advertising really works in practice and how the right adoption leads to aÂ competitive advantage for advertisers, agencies and media. The new way of planning,Â steering and measuring marketing may still appear complex and threatening but promisingÂ at once to most decision makers. This collaborative compendium combines proven experienceÂ and best practice in 22 articles written by 45 renowned experts from all aroundÂ the globe. Among them Dr. Florian Heinemann/Project-A, Peter WÃ¼rtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr.Â Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.
"A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."
âAli Bouhouch, CTO, Sephora Americas
"It is a must-read for both data scientists and marketing officersâeven better if they read it together."
âAndrey Sebrant, Director of Strategic Marketing, Yandex
"The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."
âVictoria Livschitz, founder and CTO, Grid Dynamics
Table of Contents
Chapter 1 - Introduction
Chapter 2 - Review of Predictive Modeling
Chapter 3 - Promotions and Advertisements
Chapter 4 - Search
Chapter 5 - Recommendations
Chapter 6 - Pricing and Assortment
This book is an extensive resource to demystify online advertising.
While it walks you through the very basics of digital advertising like media buying, media planning, tracking and optimization ;it also discussed the topics much in limelight like programmatic buying, real time bidding, ad exchanges, etc.
The book is as helpful for beginners as it is to the experienced. Once you pick it up, it will help clearing all your doubts and will teach you more, helping to increase your knowledge.
Internet, once understood, is a powerful platform to launch ideas, build brands and run successful businesses. Â If you have a business and aspire to scale it up multi fold, decoding internet is an essential skill and this book is a must have.
If you are a marketer, this book will help you deepen your understanding of the potent value channel of Internet. Unleash its potential by reading through the book and you will hold the capability of finding new revenue streams and new avenues towards scalability. Â
Even if you are just an avid reader with no digital or marketing background; this book will help you build systematic understanding of Internet marketing, which is clearly the way to go. It can be a very interesting read and definitely a delightful conversation starter.
Check out the other AdWords Books - Perry Marshall and Mike Rhodes Ultimate Guide to Google AdWords, AdWords for Dummies, AdWords Secret Hacks, SEO Like I'm 5 etc., - they're great, they're good, but they don't include powerful step-by-step worksheets, links to online videos, and the free AdWords Toolbook with hundreds of free tools for AdWords advertising 2018. Plus they're OUTDATED. This AdWords book is listed as one of the best books on Google AdWords 2018.
Online advertising is now one of the fastest advancing areas in the IT industry. In display and mobile advertising, the most significant technical development in recent years is the growth of Real-Time Bidding (RTB), which facilitates a real-time auction for a display opportunity. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a userâs visit. RTB not only scales up the buying process by aggregating a large number of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimization in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields.
Despite its rapid growth and huge potential, many aspects of RTB remain unknown to the research community for a variety of reasons. This monograph offers insightful knowledge of real-world systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising. The topics covered include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimization, statistical arbitrage, dynamic pricing, and ad fraud detection.
This is an invaluable text for researchers and practitioners alike. Academic researchers will get a better understanding of the real-time online advertising systems currently deployed in industry. While industry practitioners are introduced to the research challenges, the state of the art algorithms and potential future systems in this field.
This new edition of the best-selling text is for anyone working in and learning about the exciting industry of visual merchandising. Martin Pegler and new co-author Anne Kong (FIT) zero in on all aspects of visual merchandising and display, from classic techniques to the most avant-garde developments. Using hundreds of examples from around the world, this text reveals how retailers can optimize their image with their target marketing by adding interest to window and interior displays. New sections on branding have been added to select chapters to guide readers toward ways of incorporating this important topic into their visual merchandising strategy.
- Contains six new case studies and extensively revised and updated images
- Updated chapters on lighting, fixtures, and interactive media reflecting the latest technology and practices
- Expanded sections on store planning including more information about CAD programs, floor plans, and planograms
- New section Tools for Getting a Job in Chapter 27 includes tips for creating your own website and using platforms like Behance to showcase your portfolio
- Updated and new Go Green boxes discuss current topics in sustainability and visual merchandising
Visual Merchandising and Display STUDIO
-Study smarter with self-quizzes featuring scored results and personalized study tips
-Review concepts with flashcards of terms and definitions
-Watch videos that bring chapter concepts to life
PLEASE NOTE: Purchasing or renting this ISBN does not include access to the STUDIO resources that accompany this text. To receive free access to the STUDIO content with new copies of this book, please refer to the book + STUDIO access card bundle ISBN 9781501315367.
Manage research, learning and skills at NCR Works. Create an account using LinkedIn to manage and organize your omni-channel knowledge. NCR Works is like a shopping cart for information -- helping you to save, discuss and share.