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Evolution of Digital Campaign Design and Management

In: Programmatic Advertising

Author

Listed:
  • Nils Hachen

    (Zenithmedia GmbH)

  • Stefan Bardega

    (ZenithOptimedia)

Abstract

Digital campaigns have always been a hare and tortoise game. Looking back, this common thread runs through the past 20 years of digital advertising. Who is in charge? Is it the creative agencies or the media agencies? Who has the best technology, and which technology should be implemented? Which hype will become a real trend? These discussions have been going on for 20 years and will continue well into the future.

Suggested Citation

  • Nils Hachen & Stefan Bardega, 2016. "Evolution of Digital Campaign Design and Management," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 211-220, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-25023-6_17
    DOI: 10.1007/978-3-319-25023-6_17
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    Cited by:

    1. White, Gareth R.T. & Samuel, Anthony, 2019. "Programmatic Advertising: Forewarning and avoiding hype-cycle failure," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 157-168.

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