Index
A
Access point (AP), 31
Access to Internet, 375, 376, 380
Active Digital Influences, 90
influencing through data-driven promotions, 90
influencing through expert information, 90
influencing through product customization, 90
influencing through social communities, 90
Add-on adapter, 31
Ad pacing, 329
Advertising revenue model, 358
Advertising spend, 306, 353, 388–389, 389–392
Advertising tools landscape, 404
Affiliate marketing, 23, 24, 89, 109, 112, 190, 216, 218, 240, 241, 261, 333, 337, 423
Agency trading desks (ATD), 238
Airtel Zero platform, 3
Allocate budget across channel mix
affordable method, 218
competitive parity method, 219
objective and task method, 219
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