Digital Advertising in the Post-cookie Era
Language: English
Published by Springer Fachmedien Wiesbaden, DE, 2025
- Hardcover
- New
Seller: Rarewaves USA, HEBRON, KY, U.S.A.Rarewaves USA
AbeBooks seller since June 10, 2025
Condition: New
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Add to basketItem description from seller
This book explains how companies can successfully plan and implement their online campaigns - even after the end of third-party cookies. Campaigns on social media platforms, in search engines, and through display advertising can still be effective if potential customers are targeted accurately.The authors demonstrate how this can work without cookies: developing a "Minimum Viable Persona" and defining campaign groups along the customer journey play central roles. For each touchpoint on the path to purchase, milestones must be tracked, allowing the effectiveness and efficiency of the measures to be easily verified.A resource for marketing professionals seeking solutions in the post-cookie era to continue reaching their target audiences without waste coverage.
Seller Inventory # LU-9783658470999
- Title
- Digital Advertising in the Post-cookie Era
- Author
- Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz
- Publisher
- Springer Fachmedien Wiesbaden, DE
- Publication year
- 2025
- Condition
- New
- Binding
- Hardback
- Language
- English
- ISBN 10
- 3658470992
- ISBN 13
- 9783658470999
This book explains how companies can successfully plan and implement their online campaigns – even after the end of third-party cookies. Campaigns on social media platforms, in search engines, and through display advertising can still be effective if potential customers are targeted accurately.
The authors demonstrate how this can work without cookies: developing a "Minimum Viable Persona" and defining campaign groups along the customer journey play central roles. For each touchpoint on the path to purchase, milestones must be tracked, allowing the effectiveness and efficiency of the measures to be easily verified.
A resource for marketing professionals seeking solutions in the post-cookie era to continue reaching their target audiences without waste coverage.
"Synopsis" may belong to another edition of this title.
About the Author
Prof. Dr. Alexander Schwarz-Musch is Professor of Marketing and Market Research and Head of the Master's degree program in Business Development & Management at the Carinthia University of Applied Sciences (Austria).
Hon. Prof. (FH) Alexander Tauchhammer built up digital marketing worldwide at the company Dr. Oetker and is Professor of Digital Transformation at the Carinthia University of Applied Sciences (Austria).
Dr. Bernhard Guetz, BA MSc is a lecturer and researcher in the field of Marketing & Digital Marketing and Head of the bachelor's programme in Digital Marketing & Sales at the Carinthia University of Applied Sciences (Austria).
"About the title" may belong to another edition of this title.
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