Marketer's Guide to Digital Advertising

Transparency, Metrics and Money
1. Auflage 2023
ISBN: 978-1-3986-0966-2
Verlag: Kogan Page

Buch, Englisch, 216 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 494 g

How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today? They can learn about the metrics worth using, the importance of measurement and the technology available. With contradictory rules surrounding data privacy, measurement constraints, changes to supply chains and other complexities often too difficult to approach, the world of marketing is more complex than ever before. A Marketer's Guide to Digital Advertising helps marketers navigate the complicated world of digital advertising by diving into the metrics, money and technology fueling the marketing industry. Digital advertising consultants Shailin Dhar and Scott Thomson outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy. Walking readers through the common missteps made within digital advertising, they provide useful insight into measurement and thoughtful alternatives to practices often found lower on a company's priorities list. A Marketer's Guide to Digital Advertising offers ways to minimize waste and improve outcomes for brands and their business partners. The book illuminates the gap between in-house marketing teams, agency professionals and tech partners whilst helping readers make sense of the way money flows through the global ad industry.

Autoren/Hrsg.

Dhar, Shailin

Thomson, Scott

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

Chapter - 00: Introduction;Chapter - 01: Meaningful measurement;Chapter - 02: The digital supply chain;Chapter - 03: The skills gap;Chapter - 04: When to consult external partners;Chapter - 05: The limits of tech;Chapter - 06: Understanding your leverage;Chapter - 07: Risks versus rewards;Chapter - 08: Shiny new digital objects;Chapter - 09: References

Über Autor(innen)

Thomson, Scott
Scott Thomson is a partner at Method Media Intelligence (MMI), a measurement consultancy and technology provider. After working with a Ministry of Defence contractor in the UK, helping design user-friendly control systems, he has spent over two and a half decades with companies like Publicis, Nielsen, Media Audits, Naked Communications and Dentsu. He helps brands devise, design and measure successful marketing strategies, and he has helped numerous global brands take on the challenges currently plaguing the advertising industry today. He is based in London, UK.

Dhar, Shailin
Shailin Dhar is the founding partner of Method Media Intelligence (MMI), a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he previously served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media and Business Development and Operations Manager at DOL Marketing. Dhar is a media, web-technology and ad-technology expert who is focused on helping companies confirm digital ad efficacy, secure validity, evaluate viewability and support brand safety. He is based in New York City, NY.

Shailin Dhar , based in New York City, New York, is a founding partner of Method Media Intelligence, a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he's served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media, and Business Development and Operations Manager at DOL Marketing. Scott Thomson , based in London, UK, is a partner at Method Media Intelligence. He has twenty-five-years' experience helping companies like Publicis, Nielsen, Dentsu and Naked Communications design and measure marketing strategies. Thomson helped the UK's Ministry of Defence design user-friendly dashboards and controls for military equipment.