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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marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete.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:
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.
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