Media management traditionally takes place locally in individual markets. Revolutionising the digital online market with programmatic advertising platforms creates an entirely new approach to managing online campaigns without being tied to a specific location. This article provides insight into how inventory and data management are changing as a result of “borderless” media management.
CITATION STYLE
Markarian, R., Park, A. N., & Grether, M. (2016). Borderless Media Management. In Management for Professionals (Vol. Part F582, pp. 17–24). Springer Nature. https://doi.org/10.1007/978-3-319-25023-6_2
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