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MediaMath: Positioning a Real-Time Interface for Online Media Planning & Buying
內容大綱
MediaMath is a demand-side platform that provides a single interface from which online media buyers can buy display media advertising from multiple advertising exchanges. The company’s chief executive officer is contemplating the strategic direction of his new business after its first full year of operation. Specifically, he needs to determine which clients he should most actively pursue and how that decision will affect the strategic direction of the business.
學習目標
Students will be introduced to the online advertising industry, the concept of media buying and how both fit into the advertising industry. Key learning objectives include:<br><br><ul><li>Exposing students to the changing dynamics in the media buying space.</li><li>Applying the concepts of positioning, value proposition and targeting to key business decisions.</li></ul>