A Marketer's Guide to Digital Advertising

Beschreibung

Gain an in-depth understanding of the complicated world of digital advertising by learning about the kinds of metrics available to marketers and the technologies that are worth the investment.
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.
Provides an evidence-based approach to digital advertising, marketing strategy and digital marketing spend
Helps marketers work through the challenges and risks associated with popular marketing practices
Walks readers through when to approach agency and tech partners and how to work with them

Autor*in

Shailin Dhar
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.

Themen in »A Marketer's Guide to Digital Advertising«

digital advertising marketing strategy digital marketing B2C marketing advertising strategy e-commerce online advertising beyond digital advertising B2C metrics data and analytics digital strategy digital media integrated marketing advertising budget

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"It's great to see Shailin Dhar and Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It's only through the work of people like this that the current situation will improve. Brilliant content."
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