Digital advertising in the post-cookie era: strategic campaign planning across the customer journey
Auteur :
Schwarz-Musch, Alexander / Tauchhammer, Alexander / Guetz, Bernhard
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658470999
Date de publication :
7 mars 2025
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
Campaigns on social media platforms, in search engines, and through display advertising can still be effective if potential customers are targeted accurately.The authors demonstrate how this can work without cookies: developing a "Minimum Viable Persona" and defining campaign groups along the customer journey play central roles.