Abstract
Digital campaigns have always been a hare and tortoise game. Looking back, this common thread runs through the past 20 years of digital advertising. Who is in charge? Is it the creative agencies or the media agencies? Who has the best technology, and which technology should be implemented? Which hype will become a real trend? These discussions have been going on for 20 years and will continue well into the future.
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Hachen, N., Bardega, S. (2016). Evolution of Digital Campaign Design and Management. In: Busch, O. (eds) Programmatic Advertising. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-25023-6_17
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DOI: https://doi.org/10.1007/978-3-319-25023-6_17
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