Programmatic Advertising The Successful Transformation to Automated,
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of
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Oliver Busch Editor
Programmatic Advertising The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Oliver Busch Editor
Programmatic Advertising The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Editor Oliver Busch Hamburg Germany
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-319-25021-2 ISBN 978-3-319-25023-6 (eBook) DOI 10.1007/978-3-319-25023-6 Library of Congress Control Number: 2015957245 Springer Cham Heidelberg New York Dordrecht London # Springer International Publishing Switzerland 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Preface
Volatility [vo|la|til|i|ty] (variability, instability) nicely sums up the most radical change that has taken place in the global economy over the last decade and is certainly more apt than the word digitalization. As business people and consumers, we are seeing large companies and even entire markets rise and fall at ever shorter intervals, with developments that once took several decades now playing out within the space of 10 years. This increasing pace looks set to continue as physical goods manufacturers optimize their processes based on ever shorter innovation cycles. Digital product makers have already adopted agile working methods by moving away from major releases towards weekly and sometimes even daily launches. It took 10 years for the digital revolution to shift conventional business processes and models to the stationary web. Now we are again witnessing another rapid shift, but this time the web is moving away from desktop to mobile devices. Always on – everywhere – infotainment on the go with sight, sound and motion. Flexibility and innovation are both essential to surviving in
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