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The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
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
April 2015
Intermediate to advanced content levelIntermediate to advanced
240 pages
5h 59m
English
Wiley
Content preview from The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

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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Publisher Resources

ISBN: 9781119059790Purchase book