Connecting With Consumers Through Effective Personalization and Programmatic Advertising

Connecting With Consumers Through Effective Personalization and Programmatic Advertising

Jorge Remondes (Instituto Superior de Entre Douro e Vouga, Portugal & ISCAP, Instituto Politecnico do Porto, Portugal), Paulo Madeira (Instituto Superior de Entre Douro e Vouga, Portugal), and Carlos Alves (Instituto Superior de Entre Douro e Vouga, Portugal)
Pages: 300
DOI: 10.4018/978-1-6684-9146-1
ISBN13: 9781668491461|ISBN10: 166849146X|EISBN13: 9781668491485|ISBN13 Softcover: 9781668491478
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  • Usually ships one day from order
Description & Coverage
Description:

In the digital era, it is essential for global companies to use effective personalization in their digital marketing and advertising strategies. Further, these technologies can help economies grow and develop, providing a better quality of life for their populations. This book explores the knowledge, skills, and processes behind effective personalization and programmatic advertising. This is a valuable resource for researchers, educators, students, executives, marketing professionals, and more.

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