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

Foreword David Williams vii

Preface ix

Acknowledgments xi

Chapter 1 The Age of the Customer 1

Chapter 2 The Ad Tech Ecosystem 21

Special Contributor: Anudit Vikram

Chapter 3 Introducing the Platform Marketer 39

Chapter 4 Identity Management 51

Special Contributor: Matthew Mobley

Chapter 5 Audience Management 63

Special Contributor: Peter Vandre

Chapter 6 The Privacy Paradox 75

Special Contributor: Bennie Smith

Chapter 7 Media Optimization 99

Special Contributor: Megan Pagliuca

Chapter 8 Channel Optimization 117

Special Contributor: Zimm Zimmermann

Chapter 9 Experience Design and Creation 133

Special Contributors: Patrick Collins and Kevin Walsh

Chapter 10 Audience Platform Utilization 151

Special Contributor: Matthew Naeger

Chapter 11 Measurement and Attribution 163

Special Contributor: Peter Vandre

Chapter 12 Marketing Technology Stack 177

Special Contributor: Matthew Mobley

Chapter 13 Organizing for Success 191

Special Contributors: Leah van Zelm and Peter Kemp

About the Authors 215

About Merkle 217

Index 219