The Rise of the Platform Marketer -- Contents -- Foreword -- Preface -- Acknowledgments -- Chapter 1: The Age of the Customer -- Creating Competitive Advantage Through the Digital Audience Platforms -- The Mechanics of Addressability At Scale -- Digital Addressability -- The Digital Audience Platforms -- The Competencies -- Chapter 2: The Ad Tech Ecosystem -- Advertising Is As Old As Time Itself -- Digital Advertising Is Catching Up Fast -- But What Really Is This Ad Tech Ecosystem, and How Did It Come About? -- The Big Picture -- Understanding the Players -- The Importance of Data in Online Advertising -- The Way the Money Flows -- Chapter 3: Introducing the Platform Marketer -- Identity Management -- Audience Management -- Consumer Privacy and Compliance -- Media Optimization -- Channel Optimization -- Experience Design and Creation -- Platform Utilization -- Measurement and Attribution -- The Technology Stack -- Enabling the Competencies of the Platform Marketer -- Organizing for Success -- A Deeper Look -- Chapter 4: Identity Management -- The Anatomy of Identity -- Terrestrial Identity -- Device Identity -- Deterministic Versus Probabilistic Identification -- Digital Identity -- The Impact of the Audience Platforms on Identity Management -- The Identity Management Engine -- Finding the Known Person in an Anonymous World -- Seeing Uniqueness Across Multiple Devices -- Why Uniqueness Is So Important -- Chapter 5: Audience Management -- Why Audience Management Is Important -- Audience Management Tools -- When Segmentation Disappoints -- Activating Audiences -- Tying Audience Management to Marketing Performance -- Conclusion -- Chapter 6: The Privacy Paradox -- Consumer Concerns -- The ``Privacyscape ́́-- Government -- Industry -- Individuals -- The Platforms -- Privacy Policy -- Addressability and the Platform Marketer -- Identity Management.

Email Addresses -- Chapter 7: Media Optimization -- Evolution of Advertising Technologies -- Marketer Implications of the Ad Tech Evolution -- Audience and Context -- Competitive Advantage Lies in the Use of First-Party Data -- Fundamental Knowledge and Best Practices -- The ``Plumbing ́́Behind Media Buying -- Media Buying Tactics: Remarketing and Prospecting -- Publisher Inventory Quality -- Ad Decisioning -- Pricing Models -- Programmatic Market Challenges -- Agency Holding Company Challenges -- Summary -- Chapter 8: Channel Optimization -- Definition -- What Is ``Channel?́́ -- Personalization -- Conversation -- Multivariate Testing -- Site Optimization -- Automating Optimization (The Decision Engine) -- Scales of Targeting -- Content Considerations -- Getting Started -- Site Optimization Sample -- Channel Optimization Has Changed -- Chapter 9: Experience Design and Creation -- Creating With Insight -- What Makes a Great Creative Brief? -- Converting Customer Insight -- Beyond the Brief -- Optimizing Constantly -- Raising the Bar -- Finding the Right Success -- Breaking Down Silos -- Unique Creative for Targeted Audiences -- Summary -- Chapter 10: Audience Platform Utilization -- Scale of Addressable Audiences -- An Overview of the Platforms -- Facebook -- Google -- Twitter -- Scaling Platforms -- Amazon -- Walmart -- AOL -- Apple -- A Look Ahead -- Chapter 11: Measurement and Attribution -- Measurement Challenges -- Addressing Roadblocks -- Measurement Strategy -- Your Digital Data Nervous System -- Effective Measurement Requires Testing -- Testing -- What Is Coming? -- Chapter 12: Marketing Technology Stack -- A Rationalized Technology Architecture -- Marketing Database -- Data Management Platform -- Identity Management -- Analytics Platform -- Decision Management -- Mastering the Connective Tissue -- Chapter 13: Organizing for Success.

Start With the Customer Experience -- Assign Authority and Accountability for the Experience -- Customer Centricity -- Media and Channel Integration -- Authority -- New Roles -- Chief Customer Officer -- Platform Marketing Teams -- Foster a Customer-Centric and Agile Culture -- Customer Centricity -- Agility -- Business and Technology Are in This Together -- You Are What You Measure -- Change Management and Transformation -- So How Do You Make It Happen? -- Structural Change -- Transformational Change -- Some Final Thoughts on Managing a Successful Change Process -- Summary -- About the Authors -- About Merkle -- Index -- End User License Agreement.