Material Detail

This is a chapter in a 12 chapter textbook regarding Digital Marketing. Display advertising has existed since the early days of the internet. Traditional display advertising bought large blocks of impressions and a lot was wasted on irrelevant users. Programmatic media buying uses software and data to decide instantly whether an ad should be shown. Programmatic media buying uses software and data to decide instantly whether an ad should be shown. This chapter is appropriate for any upper or graduate Marketing class as well as Advertising class.

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