Abstract
Media management traditionally takes place locally in individual markets. Revolutionising the digital online market with programmatic advertising platforms creates an entirely new approach to managing online campaigns without being tied to a specific location. This article provides insight into how inventory and data management are changing as a result of “borderless” media management.
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© 2016 Springer International Publishing Switzerland
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Markarian, R., Park, AN., Grether, M. (2016). Borderless Media Management. In: Busch, O. (eds) Programmatic Advertising. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-25023-6_2
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DOI: https://doi.org/10.1007/978-3-319-25023-6_2
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-25023-6
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