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

Description

• Copyright 2015
• Edition: 1st

• Premium Item
• ISBN-10: 0-13-403089-3
• ISBN-13: 978-0-13-403089-0

This is the Rough Cuts edition of the printed book.

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marketing are undergoing a massive, data-driven transformation: Practically everything you thought you knew about them is obsolete.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

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Sample Content

Table of Contents

Acknowledgements

Part I

Chapter 1        The Talking Billboard

Chapter 2        Reach vs. Relevance

Chapter 3        Digital Disruption: The Proliferation and Personalization of Media

Chapter 4        Data in Advertising

Chapter 5        The Customer Purchase Journey: Increasing Relevance and Engagement

Chapter 6        Targeting vs. Personalization

Chapter 7        Native Advertising, Content Marketing, and Personalization

Chapter 8        Dynamic Creative Optimization vs. Personalization

Chapter 9        Twitter Comes to Display Advertising

Part II  Dynamic Advertising Key Concepts

Chapter 10      Data, Events, and Rules

Chapter 11      The Role of Programmatic Platforms in Personalized Advertising

Chapter 12      Ad Formats

Chapter 13      Planning for a Data-Driven Dynamic Advertising Campaign

Chapter 14      Measurement, ROI, and Optimization of Personalized Ad Campaigns

Part III Technology for Personalization

Chapter 15      Data-Driven Dynamic Ad Products for Publishers

Chapter 16      Developing Big Data for Personalization

Chapter 17      Content Development for Personalization

Chapter 18      Technology for Developing Data-Driven Advertisements

Chapter 19      Conversion Tracking and Attribution

Chapter 20      Case Studies

Chapter 21      Privacy

Chapter 22      The Future

Chapter 23      Industry Perspectives

Appendix         Sample Worksheets for Dynamic Ad Campaigns

Glossary

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