Personalized digital advertising : how data and technology are transforming how we market /
Nesamoney, Diaz,author.
Includes index.
Part I: Digital advertising, continuous disruption. The talking billboard -- Reach vs. relevance -- Digital disruption: the proliferation and personalization of media -- Data in advertising -- The customer purchase journey: increasing relevance and engagement -- Targeting vs. personalization -- Native advertising, content marketing, and personalization -- Twitter come to display advertising -- Part II: Dynamic advertising key concepts. Data, events, and rules -- The role of programmatic platforms in personalized advertising -- Ad formats -- Planning for a data-driven dynamic advertising campaign -- Measurement, ROI, and optimization of personalized ad campaigns -- Part III: Technology for personalization. Data-driven dynamic ad products for publishers -- Developing big data for personalization -- Content development for personalization -- Technology for developing data-driven advertisements -- Conversion tracking and attribution -- Case studies -- Privacy -- The future -- Industry perspectives.
Internet advertising.
Digital media.
Consumer behavior.
Consumers