A Marketer's Guide to Digital Advertising
Transparency, Metrics, and Money
Kogan Page · Print & ebook · May 30, 2023
How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today?
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- Who it’s for
- A practical look at digital advertising’s metrics, money flows, measurement constraints, and common advertiser missteps.
- Genres
- Internet Marketing, Advertising & Promotion, Marketing
- Published
- Kogan Page, May 30, 2023
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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.
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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.
Metrics and Money
A practical look at digital advertising’s metrics, money flows, measurement constraints, and common advertiser missteps.
Come here for
- Metrics, measurement, and the technology behind digital advertising
- How money flows among marketing teams, agencies, and tech partners
Expect
- Ways to think about measurement and alternatives to lower-priority practices
- The forces shaping digital advertising and advertisers’ common responses
Where it sits
| Advertising & Promotion | 81% |
|---|---|
| Internet Marketing | 50% |
| Marketing | 25% |
Percentages are BookFrontier’s reading of the book.
Publisher categories
- Advertising & Promotion
- Direct Marketing
- Internet Marketing
- Authors
- Shailin Dhar, Scott Thomson
- Publisher
- Kogan Page
- Published
- May 30, 2023
- Format
- Print & ebook
- Reading lane
- Advertising & Promotion