Description
Book SynopsisShailin Dhar, based in New York City, New York, is a founding partner of Method Media Intelligence, a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he's served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media, and Business Development and Operations Manager at DOL Marketing.
Scott Thomson, based in London, UK, is a partner at Method Media Intelligence. He has twenty-five-years' experience helping companies like Publicis, Nielsen, Dentsu and Naked Communications design and measure marketing strategies. Thomson helped the UK's Ministry of Defence design user-friendly dashboards and controls for military equipment.
Trade Review"It's great to see
Shailin Dhar and
Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It's only through the work of people like this that the current situation will improve. Brilliant content." * Nick Manning, cofounder of Manning Gottlieb OMD, former COO of Ebiquity, media transparency advisor to the Association of National Advertisers and founder of Encyclomedia *
Table of Contents
- Chapter - 00: Introduction;
- Chapter - 01: Meaningful measurement;
- Chapter - 02: The digital supply chain;
- Chapter - 03: The skills gap;
- Chapter - 04: When to consult external partners;
- Chapter - 05: The limits of tech;
- Chapter - 06: Understanding your leverage;
- Chapter - 07: Risks versus rewards;
- Chapter - 08: Shiny new digital objects;
- Chapter - 09: References
