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Data Driven Display Advertising: Eine Analyse der wandelnden Prozesse und der neuen Akteure im Hinblick der Real Time Bidding Technologie auf dem deutschen Display Advertising Markt

Data Driven Display Advertising: Eine Analyse der wandelnden Prozesse und der neuen Akteure im Hinblick der Real Time Bidding Technologie auf dem deutschen Display Advertising Markt

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich Informatik - Internet, neue Technologien, Note: 2,1, Leuphana Universität Lüneburg, Sprache: Deutsch, Abstract: Die Online Display Werbung Branche erlebt eine Kehrtwende. Die Relevanz von Display Advertising hat sich seit der Entwicklung der Technologie der Real Time Bidding (RTB) Software im Jahr 2007 bis heute drastisch verändert und somit die Denkweise der Werbetreibenden und Werbeanbietern vor neue Herausforderungen gestellt. RTB, eine junge technologische Entwicklung in der Online Werbung, ermöglicht Publishern ihre Werbeinventare in einem offenen System in Echtzeit zu versteigern, während Werbetreibende miteinander um ein und dieselbe Ad Impression konkurrieren. Dadurch findet ein Paradigmenwechsel innerhalb des Display Advertising Marktes statt. Display Advertising wird nicht mehr als eine zusätzliche Quelle für die Mediaplanung eingesetzt, sondern nimmt eine entscheidende Rolle ein, um Nutzer gezielt anzusprechen. Das Programmatic Buying und Selling führt zu einer verbesserten Kontrolle über den An- und Verkauf von Mediaeinkäufen, wodurch eine erhöhte Nachfrage auf Seiten der Werbetreibenden entsteht, sodass vermehrt Investitionen in dieser Branche getätigt werden. Gleichzeitig sind neue Akteure entstanden, um diese wachsende Nachfrage zu decken. "RTB-based sales in Western Europe (WE) will grow from $227 million in 2011 to $2.5 billion in 2016, at a combined CAGR of 62%. The market share of RTB of display advertising spending at large will grow from 3% to 19%; RTB's share of indirect sales will expand from 8% to 52%." (Weide, 2012) Diese Aussage stammt von Karsten Weide, dem Program Vice President, Digital Media Entertainment, International Data Corporation (IDC) und verdeutlicht die bedeutende Rolle, die Real Time Bidding in den nächsten Jahren innerhalb Europas in der Online Werbung einnehmen wird. Da aber RTB eine technologisch junge Entwicklung ist, herrscht in diesem Gebiet noch keine konkrete Ordnung u


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Product Details
  • ISBN-13: 9783656683650
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Sub Title: Eine Analyse der wandelnden Prozesse und der neuen Akteure im Hinblick der Real Time Bidding Technologie auf dem deutschen Display Advertising Markt
  • Width: 148 mm
  • ISBN-10: 3656683654
  • Publisher Date: 30 Jun 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 86 gr


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Data Driven Display Advertising: Eine Analyse der wandelnden Prozesse und der neuen Akteure im Hinblick der Real Time Bidding Technologie auf dem deutschen Display Advertising Markt
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