LEADER 03124nam 22006975 450 001 9910986133603321 005 20250307115240.0 010 $a9783658471002 010 $a365847100X 024 7 $a10.1007/978-3-658-47100-2 035 $a(MiAaPQ)EBC31947429 035 $a(Au-PeEL)EBL31947429 035 $a(CKB)37788190700041 035 $a(OCoLC)1506568965 035 $a(DE-He213)978-3-658-47100-2 035 $a(EXLCZ)9937788190700041 100 $a20250307d2025 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDigital Advertising in the Post-cookie Era $eStrategic Campaign Planning Across the Customer Journey /$fby Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz 205 $a1st ed. 2025. 210 1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer,$d2025. 215 $a1 online resource (157 pages) 225 1 $aBusiness Guides on the Go,$x2731-4766 311 08$a9783658470999 311 08$a3658470992 327 $a1. Advertising in a digital environment -- 2. Campaign planning and implementation -- 3. Social media advertising -- 4. Search engine advertising -- 5. Display advertising. 330 $aThis book explains how companies can successfully plan and implement their online campaigns ? even after the end of third-party cookies. Campaigns on social media platforms, in search engines, and through display advertising can still be effective if potential customers are targeted accurately. The authors demonstrate how this can work without cookies: developing a "Minimum Viable Persona" and defining campaign groups along the customer journey play central roles. For each touchpoint on the path to purchase, milestones must be tracked, allowing the effectiveness and efficiency of the measures to be easily verified. A resource for marketing professionals seeking solutions in the post-cookie era to continue reaching their target audiences without waste coverage. 410 0$aBusiness Guides on the Go,$x2731-4766 606 $aAdvertising 606 $aTelemarketing 606 $aInternet marketing 606 $aAdvertising$xPsychological aspects 606 $aBusiness information services 606 $aAdvertising 606 $aDigital Marketing 606 $aAdvertising Psychology 606 $aIT in Business 615 0$aAdvertising. 615 0$aTelemarketing. 615 0$aInternet marketing. 615 0$aAdvertising$xPsychological aspects. 615 0$aBusiness information services. 615 14$aAdvertising. 615 24$aDigital Marketing. 615 24$aAdvertising Psychology. 615 24$aIT in Business. 676 $a659.1 700 $aSchwarz-Musch$b Alexander$01790690 701 $aTauchhammer$b Alexander$01790691 701 $aGuetz$b Bernhard$01790692 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910986133603321 996 $aDigital Advertising in the Post-Cookie Era$94327420 997 $aUNINA