Avoiding Ad Fraud And Supporting Brand Safety Programmatic Advertising Solutions
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Avoiding Ad Fraud and Supporting Brand Safety: Programmatic Advertising Solutions
Ad fraud undermines the integrity and effectiveness of the digital advertising industry, causing significant financial losses and eroding trust among advertisers, publishers, and consumers. As digital advertising continues to grow, combating fraudulent activities such as fake clicks, impressions, and conversions becomes crucial to ensuring transparency and fairness. Addressing this issue not only protects investments but also strengthens confidence in online advertising systems, fostering a more reliable and equitable digital economy. Solutions to ad fraud are essential for maintaining the credibility and sustainability of this vital marketing medium in a rapidly evolving digital landscape. Avoiding Ad Fraud and Supporting Brand Safety: Programmatic Advertising Solutions provides readers with a comprehensive understanding about digital marketing fraud. It illuminates the programmatic advertising ecosystem, how it operates, and how ad fraudsters make money. Covering topics such as artificial intelligence, business ethics, and programmatic advertising, this book is an excellent resource for academicians, graduate and postgraduate students, marketers, policymakers, business leaders, and more.
Advertising Trends
Advertising Trends explores the convergence of digital marketing, social media, and artificial intelligence, arguing that their strategic integration is now essential for brand success. The book reveals how companies can leverage these elements to achieve unprecedented customer engagement and optimize marketing spend. One intriguing fact is the shift from traditional advertising methods to personalized, data-driven approaches, highlighting the importance of understanding consumer insights. The book also emphasizes the role of social media in shaping consumer behavior and building brand communities. The book progresses logically, starting with key concepts, then delving into major sections such as data analytics, social media strategies, and AI-powered advertising. It utilizes empirical research, case studies, and industry data to support its arguments, offering unique insights into advertising effectiveness. What sets Advertising Trends apart is its integrated approach, presenting a unified framework that avoids technical jargon and focuses on practical applications for marketing professionals, entrepreneurs, and students alike.
The Routledge Companion to Strategic Marketing
The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.