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La Publicité Digitale: Le Marché de l'achat programmatique

La Publicité Digitale: Le Marché de l'achat programmatique

          
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About the Book

La publicité s'est toujours imposée comme la source de revenu principale des acteurs du web: des plus grosses entités comme Google et Facebook au plus petits créateurs de contenus, constitutifs de la diversité de la toile. Le fonctionnement et les technologies liées à l'achat d'espaces publicitaires sur internet n'ont cessé d'évoluer et de se complexifier. En témoigne le développement du programmatique, autrement dit, la digitalisation et l'automatisation des campagnes publicitaires qui a bouleversé le marché. Ce nouveau système tend à offrir aux publicitaires la possibilité de diffuser leur message, au bon moment, au bon endroit, à la bonne personne et au bon prix. Mais bien que créatrice de valeur, cette situation n'est pas uniquement bienfaisante pour le secteur de la publicité digitale. Elle peut aussi impacter négativement certaines parties prenantes, comme les utilisateurs, au centre de ces évolutions qui n'ont paradoxalement que trop peu leur mot à dire.Ce livre présente et introduit la notion de publicité digitale ainsi que ses différentes variantes. Il vulgarise le fonctionnement et les mécanismes associés à l'achat d'espaces publicitaires sur internet et identifie les axes de développement et défaillances actuelles rencontrées par le secteur. Enfin il explore les solutions mises en oeuvre et les perspectives à venir pour assainir ce marché qui est aujourd'hui l'un des plus impactés par la fraude à l'échelle mondiale tout en étant le vecteur de la santé d'internet.Date de Publication: Août 2019


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Product Details
  • ISBN-13: 9781086186758
  • Publisher: Independently Published
  • Publisher Imprint: Independently Published
  • Height: 229 mm
  • No of Pages: 156
  • Spine Width: 9 mm
  • Width: 152 mm
  • ISBN-10: 1086186753
  • Publisher Date: 03 Aug 2019
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Weight: 236 gr


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