The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign.
Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.
***** 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.
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.
Capturing the direction and evolution of today's retail industry, Silent Selling: Best Practices and Effective Strategies in Visual Merchandising, 5th Edition, is a blend of practical and creative problem-solving activities to carry students well beyond the basics of visual merchandising. Readers gain an understanding of experts' recent discoveries and learn valuable techniques while being encouraged to think outside the box using Bell's "Look-Compare-Innovate" model.
New to This Edition
Â· 30% new full color photographs showcase the best examples of award-winning global visual merchandising
Â· Design Gallery features discuss the design principles used in store displays, including Bergdorf Goodman (NYC), Tory Burch (LA), Dolce & Gabbana (Hong Kong) and Printemps (Paris)
Â· New sections on digital tools including Mockshop and CAD programs (Chapter 5), Kantar Retail Virtual Reality (Chapter 10), and WindowsWear PRO (Chapter 12)
Â· Updated information on LED lighting, decorative lighting and current trends in lighting (Chapter 9)
Â· Creative Capstone Project inspires readers to apply concepts from each chapter to ahypothetical store design
Â· Retail Realities sidebars point out practical concerns that affect visual merchandiserseveryday
Â· Shoptalk statements by visual merchandising experts provide observations about an aspect of the field discussed in the chapter
Silent Selling STUDIO
-Study smarter with self-quizzes featuring scored results and personalized study tips
-Review concepts with flashcards of terms and definitions
Â· Instructor's Guide and Test Bank provides suggestions for planning the course and using the text in the classroom
Â· PowerPoint presentations include images from the book and provide a framework for lecture and discussion
Â· Learning with STUDIO Student Registration Guide and a First Day of Class PowerPoint presentation make it easy to assignthe online resources
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 9781501315565.
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.
What are the compelling business reasons for embarking on Display advertising? Is Display advertising Required? How do we go about Securing Display advertising? What is Effective Display advertising? Who are the Display advertising improvement team members, including Management Leads and Coaches?
Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department.
Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?'
This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Display advertising investments work better.
This Display advertising All-Inclusive Self-Assessment enables You to be that person.
All the tools you need to an in-depth Display advertising Self-Assessment. Featuring 702 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Display advertising improvements can be made.
In using the questions you will be better able to:
- diagnose Display advertising projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices
- implement evidence-based best practice strategies aligned with overall goals
- integrate recent advances in Display advertising and process design strategies into practice according to best practice guidelines
Using a Self-Assessment tool known as the Display advertising Scorecard, you will develop a clear picture of which Display advertising areas need attention.
Your purchase includes access details to the Display advertising self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. Your exclusive instant access details can be found in your book.
In the notoriously fast-paced, increasingly complex world of retailing and merchandising, accurate communication is absolutely essential. Misunderstandings due to miscommunication can be very expensive, in terms of both time and money. To meet the needs of the professional community and students for an authoritative, easy-to-use source of precise definitions, noted lexicographer and professor of business Jerry M. Rosenberg has produced the Dictionary of Retailing and Merchandising.
Unsurpassed as a reference tool, the Dictionary encompasses the entire range of terms related to working in the retail industry. Here the reader will find accurate, up-to-date definitions in all areas of retailing, including buying, merchandising and visual display, catalog marketing, mail-order marketing, retail advertising, customer demographics research and consumer behavior, transactions with manufacturers and vendors, retail finance and accounting, MIS/computer/ automation, and wholesaling.
The Dictionary contains approximately 4,500 entries, which include specialized and technical definitions along with more general ones. Each word, term, and phrase is defined in all its current business contexts, with the widest usage cited first and remaining definitions listed by area of specialty. Related areas are thoroughly cross-referenced to help create a broader, more contextual understanding. A wealth of synonyms, abbreviations, and commonly used acronyms further enhance the Dictionary's usefulness as a complete language reference source.
For the experienced professional and neophyte alike, the Dictionary of Retailing and Merchandising will serve as a handy, indispensable aid to clarity in communication.
Authoritative, comprehensive, and up-to-date definitions of every important word and phrase used in retailing and merchandising today
Written by one of the industry's most respected experts and consultant to the Oxford English Dictionary, the Dictionary of Retailing and Merchandising combines the precision, authority, and informative breadth that professionals and students have come to expect of the Rosenberg dictionaries. With clear, concise, multicontextual definitions of approximately 4,500 words, terms, and phrases, the Dictionary of Retailing and Merchandising covers an entire spectrum of interrelated disciplines in a well-organized, easy-to-access format.
Defines terminology used in all areas of retailing and merchandising, including terms from the related fields of marketing, advertising, wholesaling, direct marketing, and buying
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