April 2015
Intermediate to advanced
240 pages
5h 59m
English
book
The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
by John Lee, Craig Dempster
Content preview from The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
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Index
- AT&T
- Activating Audiences
- Ad Age
- Ad blocking
- Ad calls
- Ad decisioning
- Ad exchanges
- Ad fraud
- Ad networks
- Ad revenue breakdowns
- Ad servers
- Ad tech data
- Ad tech ecosystem
- ad calls
- ad exchanges
- ad networks
- ad revenue breakdowns
- ad servers
- advertising history
- data management platforms
- demand-side platforms
- impact of data in
- money flow within
- overview
- players in
- supply-side platforms
- Ad viewability
- Adap.tv
- Addressability at scale
- 1.0 compared to 2.0
- addressability spectrum
- challenges of
- competencies needed
- and creating competitive advantage
- digital addressability
- ecosystem
- evolving platform marketplace
- mechanics of
- roots of
- Addressable audience platforms
- Addressable consumer experience
- Addressable marketing funnel
- Addressable targeting
- AdECN
- Adobe
- Adometry
- Advertiser ad servers
- Advertising, historical overview
- Advertising ID (AdID)
- Advertising technologies evolution
- audience and context
- marketer implications of
- Adweek
- Age of the brand
- Age of the channel
- Agency holding company challenges
- Agile marketing
- Agility
- Algorithms
- Amazon
- platform specifics
- and walled gardens
- Analytics:
- campaign analytics
- and model scores
- regression modeling
- and segmentaiton
- Analytics platform
- analysis layer
- data layer
- operational layer
- AOL
- AdLearn Open Platform
- and walled gardens
- Apple
- AppNexus
- Arbitrage
- Atlas
- Attribution. See Measurement and attribution
- Auction-based environments, See also Real-time bidding (RTB)
- Audience, defining
- Audience and context
- Audience management
- activating ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.