Book description
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marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete.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.
Table of contents
- About This eBook
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Foreword
- Acknowledgments
- About the Author
-
Part I: Digital Advertising, Continuous Disruption
- 1. The Talking Billboard
- 2. Reach vs. Relevance
- 3. Digital Disruption: The Proliferation and Personalization of Media
- 4. Data in Advertising
- 5. The Customer Purchase Journey: Increasing Relevance and Engagement
- 6. Targeting vs. Personalization
- 7. Native Advertising, Content Marketing, and Personalization
- 8. Dynamic Creative Optimization vs. Personalization
- 9. Twitter Comes to Display Advertising
-
Part II: Dynamic Advertising Key Concepts
- 10. Data, Events, and Rules
- 11. The Role of Programmatic Platforms in Personalized Advertising
- 12. Ad Formats
-
13. Planning for a Data-Driven Dynamic Advertising Campaign
- Identify Key Data Signals
- Identify Specific Variables and Granularity of Signals
- Identify Trigger Conditions
- Ideate and Define Creative Canvas and Variable Elements
- Produce Creative
- Identify Key Metrics to Be Measured
- Identify Optimization Criteria
- Define Dynamic Data Signals
- Preview the Ad and Get Creative Approvals
- Handle Final QA and Launch
- 14. Measurement, ROI, and Optimization of Personalized Ad Campaigns
-
Part III: Technology for Personalization
- 15. Data-Driven Dynamic Ad Products for Publishers
- 16. Developing Big Data for Personalization
- 17. Content Development for Personalization
- 18. Technology for Developing Data-Driven Advertisements
- 19. Conversion Tracking and Attribution
- 20. Case Studies
- 21. Privacy
- 22. The Future
- 23. Industry Perspectives
- A. Sample Worksheets for Dynamic Ad Campaigns
- Glossary
- Index
- Code Snippets
Product information
- Title: Personalized Digital Advertising: How Data and Technology Are Transforming How We Market
- Author(s):
- Release date: April 2015
- Publisher(s): Pearson
- ISBN: 9780134031064
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