Home > Store > Home & Office Computing > The Web/Virtual Worlds/Social Networking

Personalized Digital Advertising: How Data and Technology Are Transforming How We Market

Register your product to gain access to bonus material or receive a coupon.

Personalized Digital Advertising: How Data and Technology Are Transforming How We Market

Best Value Purchase

Book + eBook Bundle

  • Your Price: $52.89
  • List Price: $91.98
  • We're temporarily out of stock, but order now and we'll send it to you later.
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

More Purchase Options

Book

  • Your Price: $36.79
  • List Price: $45.99
  • We're temporarily out of stock, but order now and we'll send it to you later.

eBook (Watermarked)

  • Your Price: $36.79
  • List Price: $45.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

About

Features

The radically disruptive future of advertising personalization: what's here, what's next, and how to make the most of it! 

  • A plain-English, 100% practical guide to advanced digital marketing for non-technical marketers, strategists, and decision-makers
  • How to leverage the latest data management, mobile, social, and location platforms – and prepare for tomorrow's
  • How emerging technologies will help you anticipate individual users' intent more accurately than ever
  • Includes the visual Digital Advertising Technology Stack: see how advanced marketing technologies fit together in complete solutions

Description

  • Copyright 2015
  • Dimensions: 6" x 9"
  • Pages: 240
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-403010-9
  • ISBN-13: 978-0-13-403010-4

This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it!

Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual.

First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with:

  • New data management platforms
  • Advanced solutions for offline, mobile, and location data
  • Powerful new ad production and serving technologies

Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance.

Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.

Extras

Author's Site

Please visit the author's site at jivox.com.

Sample Content

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Table of Contents

Foreword     x
Acknowledgments     xiii
About the Author     xv
Part I: Digital Advertising, Continuous Disruption
Chapter 1: The Talking Billboard     1
Chapter 2: Reach vs. Relevance     7
Chapter 3: Digital Disruption: The Proliferation and Personalization of Media     11
Chapter 4: Data in Advertising     17
Chapter 5: The Customer Purchase Journey: Increasing Relevance and Engagement     23
Chapter 6: Targeting vs. Personalization     31
Chapter 7: Native Advertising, Content Marketing, and Personalization     35
Chapter 8: Dynamic Creative Optimization vs. Personalization     39
Chapter 9: Twitter Comes to Display Advertising     43
Part II: Dynamic Advertising Key Concepts
Chapter 10: Data, Events, and Rules      47
Chapter 11: The Role of Programmatic Platforms in Personalized Advertising     63
Chapter 12: Ad Formats     67
Chapter 13: Planning for a Data-Driven Dynamic Advertising Campaign     71
Chapter 14: Measurement, ROI, and Optimization of Personalized Ad Campaigns     81
Part III: Technology for Personalization
Chapter 15: Data-Driven Dynamic Ad Products for Publishers     93
Chapter 16: Developing Big Data for Personalization     99
Chapter 17: Content Development for Personalization     119
Chapter 18: Technology for Developing Data-Driven Advertisements     125
Chapter 19: Conversion Tracking and Attribution     143
Chapter 20: Case Studies     147
Chapter 21: Privacy     169
Chapter 22: The Future     173
Chapter 23: Industry Perspectives     181
Appendix A: Sample Worksheets for Dynamic Ad Campaigns     191
Glossary     207
Index     213

Updates

Submit Errata

More Information

Unlimited one-month access with your purchase
Free Safari Membership