The Future of Online Targeting: Driving Sustainable Growth with First¿Party Data - Brossura

Rashedi, Jonas; Rohweder, Dirk

Brossura

ISBN 10: 3658515406 ISBN 13: 9783658515409

Casa editrice: Springer-Verlag GmbH, 2026

Riassunto

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.

Su questo libro

Informazioni sull'autore

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.

Dalla quarta di copertina

This book analyzes current developments in online targeting and provides practical strategies for marketers, technology teams, and decision makers who need to define the long-term direction of their digital marketing capabilities. The authors outline actionable approaches for building future-ready, efficient, and privacy-compliant targeting based on first-party data. They evaluate emerging solutions from both advertiser and publisher perspectives and explain how companies can maintain effective targeting in a world with increasing privacy requirements and declining third-party identifiers. Without consistent, privacy-compliant user recognition across touchpoints and devices, organizations risk losing targeting capabilities and developing fragmented customer views—with direct consequences for analytics, attribution, and marketing performance.

The Authors
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.

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.

Dettagli dell'edizione

• Editore: Springer-Verlag GmbH
• Data di pubblicazione: 2026
• Lingua: Inglese
• ISBN 10: 3658515406
• ISBN 13: 9783658515409
• Rilegatura: Copertina flessibile
• Numero di pagine: 156
• Contatto del produttore: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Germania