03124nam 22006975 450 991098613360332120250307115240.09783658471002365847100X10.1007/978-3-658-47100-2(MiAaPQ)EBC31947429(Au-PeEL)EBL31947429(CKB)37788190700041(OCoLC)1506568965(DE-He213)978-3-658-47100-2(EXLCZ)993778819070004120250307d2025 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierDigital Advertising in the Post-cookie Era Strategic Campaign Planning Across the Customer Journey /by Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz1st ed. 2025.Wiesbaden :Springer Fachmedien Wiesbaden :Imprint: Springer,2025.1 online resource (157 pages)Business Guides on the Go,2731-47669783658470999 3658470992 1. Advertising in a digital environment -- 2. Campaign planning and implementation -- 3. Social media advertising -- 4. Search engine advertising -- 5. Display advertising.This book explains how companies can successfully plan and implement their online campaigns – even after the end of third-party cookies. 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. For each touchpoint on the path to purchase, milestones must be tracked, allowing the effectiveness and efficiency of the measures to be easily verified. A resource for marketing professionals seeking solutions in the post-cookie era to continue reaching their target audiences without waste coverage.Business Guides on the Go,2731-4766AdvertisingTelemarketingInternet marketingAdvertisingPsychological aspectsBusiness information servicesAdvertisingDigital MarketingAdvertising PsychologyIT in BusinessAdvertising.Telemarketing.Internet marketing.AdvertisingPsychological aspects.Business information services.Advertising.Digital Marketing.Advertising Psychology.IT in Business.659.1Schwarz-Musch Alexander1790690Tauchhammer Alexander1790691Guetz Bernhard1790692MiAaPQMiAaPQMiAaPQBOOK9910986133603321Digital Advertising in the Post-Cookie Era4327420UNINA