The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

CONTENTS

1. Cover
2. Title Page
3. Copyright
4. Foreword
5. Preface
6. Acknowledgments
7. Chapter 1: The Age of the Customer
   1. Creating Competitive Advantage Through the Digital Audience Platforms
   2. The Mechanics of Addressability at Scale
   3. The Digital Audience Platforms
   4. The Competencies
8. Chapter 2: The Ad Tech Ecosystem
   1. Advertising is as Old as Time Itself
   2. Digital Advertising is Catching up Fast
   3. But What Really is This Ad Tech Ecosystem, and How Did It Come About?
   4. The Big Picture
   5. Understanding the Players
   6. The Importance of Data in Online Advertising
   7. The Way the Money Flows
9. Chapter 3: Introducing the Platform Marketer
   1. Identity Management
   2. Audience Management
   3. Consumer Privacy and Compliance
   4. Media Optimization
   5. Channel Optimization
   6. Experience Design and Creation
   7. Platform Utilization
   8. Measurement and Attribution
   9. The Technology Stack
   10. Organizing for Success
   11. A Deeper Look
10. Chapter 4: Identity Management
    1. The Anatomy of Identity
    2. Terrestrial Identity
    3. Device Identity
    4. Deterministic Versus Probabilistic Identification
    5. Digital Identity
    6. The Impact of the Audience Platforms on Identity Management
    7. The Identity Management Engine
    8. Finding the Known Person In An Anonymous World
    9. Seeing Uniqueness Across Multiple Devices
    10. Why Uniqueness is so Important
11. Chapter 5: Audience Management
    1. Why Audience Management is Important
    2. Audience Management Tools
    3. When Segmentation Disappoints
    4. Activating Audiences
    5. Tying Audience Management to Marketing Performance
    6. Conclusion
12. Chapter 6: The Privacy Paradox
    1. Consumer Concerns
    2. The “Privacyscape” ...