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. 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.
