Abstract
Since becoming mainstream around 2010, at least in the United States (http://www.sfgate.com/technology/businessinsider/article/The-Rise-Of-Real-Time-Bidding-Is-The-Biggest-2463215.php), Programmatic Advertising has grown from an isolated point solution of buying cheap reach of unsold inventory into an integrated concept for online marketing.
The integration of advertising measures along the marketing funnel (http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey) or the hourglass model (http://www.hotelmarketingstrategies.com/marketing-an-hourglass-2353/) requires various strategies and tactics that have to be developed in a coordinated manner, continually optimized and supplied with data. This data is aggregated and analyzed in real time and then fed back into a media buying and campaign optimization system.
Programmatic Advertising campaigns require a precise definition of objectives and planning. The reason for switching from classic media planning to Programmatic Advertising is the far greater efficiency of such marketing measures, as well as internal and external workflows, and scale.
This article provides an overview of the components and a presentation of the critical mechanisms for successful media planning in Programmatic Advertising.
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
- 2.
- 3.
- 4.
- 5.
- 6.
- 7.
- 8.
- 9.
- 10.
- 11.
http://books.google.de/books?id=xA6W6qZmS78C&dq=umsatzmaximierung&hl=de&source=gbs_navlinks_s (s.189). http://books.google.de/books?id=xA6W6qZmS78C&pg=PA185&lpg=PA185&dq=umsatzmaximierung&source=bl&ots=G-XM-wUr8e&sig=p219LQeqho7yJNnqEO-khCPeIDc&hl=de&sa=X&ei=MNFcU_GCAYKitAbVooCgBA&ved=0CFkQ6AEwBA#v=onepage&q=umsatzmaximierung&f=false.
Bibliography
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey#
http://www.hotelmarketingstrategies.com/marketing-an-hourglass-2353/
http://www.iab.net/guidelines/508676/508767/displayguidelines
http://www.iab.net/guidelines/508676/508767/mobileguidelines
http://lotame.com/1st-2nd-3rd-party-data-what-does-it-all-mean
http://www.thinkwithgoogle.com/products/dynamic-remarketing-for-retail.html
http://books.google.de/books?id=xA6W6qZmS78C&dq=umsatzmaximierung&hl=de&source=gbs_navlinks_s (s.189)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Groth, A., Zawadzki, V. (2016). Granularity Creates Added Value for Every Objective. In: Busch, O. (eds) Programmatic Advertising. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-25023-6_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-25023-6_7
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-25021-2
Online ISBN: 978-3-319-25023-6
eBook Packages: Business and ManagementBusiness and Management (R0)