Homework help > Case Study: Programmatic Advertising: Real-Time Ma... > Published by: CPA Guru 1 year ago
By: CPA Guru
Subject: IT/Web

Case Study: Programmatic Advertising: Real-Time Marketing. Do you think instant display ads based on your immediately prior clickstream will be as effective as search engine marketing techniques? Why or why not? ...[Show More]

1 year ago

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Instant display ads based on immediately prior clickstream is not going to be effective as much as search engine marketing techniques. Search engine marketing techniques are superior as they provide data that entails user’s behavior on the internet that has been collected over a significant period of time instead of using prior clickstreams which make use of information about the user’s most previous interaction with website data (Schwalbe, 2015). The fundamental perspective is in the richness of the data used to inform on the marketing techniques or strategy to be employed in either technique.  

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