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The digital advertising guide : the complete guide for today's digital marketer
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ISBN: 9780578138220 0578138220 Year: 2015 Publisher: Allston: Overdrive Marketing Communications,

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Bildkommunikation in Facebook-Werbeanzeigen
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ISBN: 3961460159 9783961460151 3961465150 9783961465156 Year: 2017 Publisher: Hamburg Diplomica Verlag

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Computational advertising : market and technologies for internet commercial monetization
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ISBN: 0429553250 0429557728 0429262655 Year: 2020 Publisher: Boca Raton, FL : CRC Press,

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This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Features Introduces computational advertising and Internet monetization Covers data processing, utilization, and trading Uses business logic as the driving force to explain online advertising products and technology advancement Explores the products and the technologies of computational advertising, to provide insights on the realization of personalizationsystems, constrained optimization, data monetization and trading, and other practical industry problems Includes case studies and code snippets.


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Secrets to free advertising on the Internet : a complete comprehensive guide for large and small businesses on how to take advantage of all the advertising media available on the Internet
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ISBN: 1614481989 Year: 2010 Publisher: New York : MJ,

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Digital advertising : theory and research
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ISBN: 1138654450 1315623250 1317225457 9781315623252 Year: 2017 Publisher: New York, New York ; London : Routledge,

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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.--


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Marketing communications : an advertising, promotion and branding perspective
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ISBN: 1910158968 Year: 2017 Publisher: Oxford, [England] : Goodfellow Publishers Ltd,

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Display advertising with real-time bidding (RTB) and behavioural targeting
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ISBN: 1680833111 1680833103 Year: 2017 Publisher: Boston [Massachusetts] : [Piscataqay, New Jersey] : Now Publishers, IEEE Xplore,

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Online advertising is now one of the fastest advancing areas in the IT industry. In display and mobile advertising, the most significant technical development in recent years is the growth of Real-Time Bidding (RTB), which facilitates a real-time auction for a display opportunity. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user's visit. RTB not only scales up the buying process by aggregating a large number of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimization in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields. Despite its rapid growth and huge potential, many aspects of RTB remain unknown to the research community for a variety of reasons. This monograph offers insightful knowledge of real-world systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising. The topics covered include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimization, statistical arbitrage, dynamic pricing, and ad fraud detection. This is an invaluable text for researchers and practitioners alike. Academic researchers will get a better understanding of the real-time online advertising systems currently deployed in industry. While industry practitioners are introduced to the research challenges, the state of the art algorithms and potential future systems in this field.


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Advertising on the Internet
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Year: 1999 Publisher: New York John Wiley

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From the 4Ps to the 4Es and a few other thoughts for the digital-age marketer
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Year: 2009 Publisher: London : Henry Stewart Talks Ltd,

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Mobile advertising for the masses
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Year: 2009 Publisher: London : Henry Stewart Talks Ltd,

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