The Future of Online Targeting: Driving Sustainable Growth with First-Party Data
暫譯: 線上目標定位的未來：利用第一方數據推動可持續增長
Rashedi, Jonas, Rohweder, Dirk
- 出版商: Springer
- 出版日期: 2026-05-30
- 售價: $3,170
- 貴賓價: 9.5 折 $3,011
- 語言: 英文
- 頁數: 142
- 裝訂: Quality Paper - also called trade paper
- ISBN: 3658515406
- ISBN-13: 9783658515409
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相關分類:
行銷/網路行銷 Marketing
海外代購書籍(需單獨結帳)
商品描述
This book examines the transformation of online targeting in a world of increasing privacy regulation, declining third-party identifiers, and growing reliance on first-party data. It provides practical guidance for marketers, technology teams, and decision makers who need to build sustainable digital advertising and data strategies.
The authors explain how organizations can develop privacy-compliant targeting capabilities based on first-party data, identity resolution, and modern marketing technology architectures. They evaluate emerging approaches from both advertiser and publisher perspectives and show how companies can maintain effective targeting, measurement, and personalization in a cookieless environment.
Without consistent and privacy-compliant customer recognition across touchpoints and devices, organizations risk fragmented customer views, inefficient advertising spend, and unreliable attribution. This book outlines concrete strategies to overcome these challenges and build a future-ready foundation for data-driven marketing.
商品描述(中文翻譯)
本書探討在隱私法規日益嚴格、第三方識別碼逐漸減少以及對第一方數據依賴日增的世界中，線上目標定位的轉變。它為需要建立可持續數位廣告和數據策略的行銷人員、技術團隊和決策者提供實用指導。
作者解釋了組織如何基於第一方數據、身份解析和現代行銷技術架構來發展符合隱私要求的目標定位能力。他們從廣告主和出版商的角度評估新興方法，並展示公司如何在無 Cookie 環境中維持有效的目標定位、測量和個性化。
如果在各接觸點和設備之間無法保持一致且符合隱私要求的客戶識別，組織將面臨客戶視圖碎片化、廣告支出效率低下和歸因不可靠的風險。本書概述了克服這些挑戰的具體策略，並為數據驅動的行銷建立未來準備的基礎。
作者簡介
Jonas Rashedi is an entrepreneur, podcaster, and author of numerous specialist books. He is the Chief Digital Officer at FALKE. With over 16 years of experience in e-commerce, media, and retail, he specializes in data strategies, marketing automation, and artificial intelligence. His podcast "My Data is Better Than Yours" reaches over 220,000 streams per month.
Dr. Dirk Rohweder brings more than 30 years of leadership experience in telecommunications, consumer goods, consulting--including roles as CIO of T-Mobile and the Paulaner Brewery Group. Since 2016, he has been co-founder and COO of Teavaro, where he drives marketing identity management and first-party data strategies. His focus is uniting AdTech and MarTech to build identity and activation infrastructure for marketing--helping brands act earlier on customer intent.
作者簡介(中文翻譯)
喬納斯·拉謝迪是一位企業家、播客主持人以及多本專業書籍的作者。他是FALKE的首席數位官。在電子商務、媒體和零售領域擁有超過16年的經驗，專注於數據策略、行銷自動化和人工智慧。他的播客「我的數據比你的好」每月吸引超過220,000次的收聽。
迪克·羅維德博士擁有超過30年的電信、消費品和諮詢領域的領導經驗，包括擔任T-Mobile的首席資訊官和保拉納啤酒集團的職位。自2016年以來，他是Teavaro的共同創辦人及首席營運官，負責推動行銷身份管理和第一方數據策略。他的重點是將AdTech和MarTech結合起來，為行銷建立身份和啟動基礎設施，幫助品牌更早地根據客戶意圖採取行動。
