Ad Serving Technology: Understand the marketing revelation that commercialized the Internet
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Understand the marketing revelation that commercialized the Internet.
Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time.
Ad Serving gives marketers the ability to deliver and measure their ads for exceptionally low cost, revealing the true value of the ad space they pay for.
Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. The processes and systems behind data collection are complex, and marketers are expected to learn how to use them as the industry grows; applying this knowledge to their new roles in Digital Advertising.
Many undertake this challenge, unaware of the complexity that lies ahead. The learning resources are few and far between. This book satisfies an intermediate-level of tuition to Ad Serving Technology, illustrating how and why Advertisers continue to grow their ad spend in the planet’s favorite new media channel.
Topics covered includes: Introduction to Digital Advertising, Introduction to Ad Serving technologies, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Instream Video, SEO, Paid Search, Affiliate, Email and Social. This book also covers Conversions, Attribution, Retargeting, Optimization Strategies, Adserver Reporting, Adserver Analytics, Privacy technology and an Introduction to Programmatic including DSPs, SSPs, DMPs, ATD's, ITD's and RTB.
About the Author
Gregory Cristal is an expert consultant in third party ad serving, cross channel ad delivery (including TV) and tracking technologies, working in the industry of digital advertising since 2004. His previous employers include Yahoo!, Travelocity, i-level, Microsoft and DG/Mediamind. His expertise in technology and market coverage extends from origins in UK specific, to EMEA and with a global expertise from 2012 onward. He currently works for DG/Mediamind as Director of Global Accounts but writing and authored opinion remains his own and does not represent the opinion of his employing organization. Further information can be found on LinkedIn or https://cristalconsultancygroup.com
Most helpful customer reviews
12 of 12 people found the following review helpful.
A Decent Industry Overview Marred by Incomprehensibly Bad Writing
By Just Some Guy
This book is a useful high-level overview of the digital advertising/marketing space. It offers good insights into certain job functions within that ecosystem, most specifically media planners, media buyers, and ad traffickers. It also offers a good general overview of the core ad types and the core feature set offered by the most popular ad servers. To that end it has proven to be a good purchase for me overall, as I am a creative developer who was hoping to gain a broader understanding of the whole digital advertising ecosystem.
Unfortunately I have 2 major gripes about the book: 1) It's completely useless on a technical level. Don't buy it expecting to gain anything but the most surface level of understanding for how any of the actual gears of the online ad world fit together. This is in no way a technically informative book. 2) This is without a doubt the most difficult book to read I have ever encountered, owing to an overwhelming abundance of grammatical errors, typos, incomplete sentences, and just plain bad writing across the board. Every single page of the book seems to have AT LEAST 2 blatant errors that should have been flagged by an editor. I'm not even a very good writer, and I felt that I found something that was just plain wrong, from a writing perspective, in almost every single paragraph. Overall the writing measures up to perhaps a 10th grade student's level, and I must admit that I was frequently left scratching my head wondering if the author learned English as a second language (and not well learned). It's that bad.
Final word – as a high level overview of the digital ad space, I'd give it 4 stars. As a technical book, which its title implies it is, I give it 1. The writing, well, that deserves maybe .25. So overall I give it a generous 2 star rating. There is value in this book, as long as you can stomach the atrocious writing and editing and parse the value after trudging through that minefield.
4 of 4 people found the following review helpful.
Self-publishing is not an excuse for really bad English
By C. S.
The book provides an interesting but shallow overview of the industry. But the English is SO BAD and with so many mistakes that is difficult at times to follow the ideas. While the author might have experience in the tech side, it is obvious that never worked for an agency or as a marketer. The Marketer perspective is nothing but stereotypes of the profession.
My recommendation to the author - get a real editor. While there might be value in the ideas presented, the language and presentation totally diminish it.
1 of 1 people found the following review helpful.
a GREAT NUMBER of typos and poorly constructed and edited sentences
By Matan Gilbert
There are, as many have noted, a GREAT NUMBER of typos and poorly constructed and edited sentences, and sometimes it's truly difficult to understand what the author is communicating. That said, Cristal very clearly knows his subject from a practitioner's perspective, and covers - almost always I found in just the right amount of detail - a wide ranging at times complicated subject. Having read the book I feel very well versed in not only ad server operations, but digital marketing in general. There aren't many such authoritative sources out there right now in this particular area, and this is the most authoritative source I found. So if you want or need to know about ad server operations and digital marketing, you should read this book (but some editing by the author would make that a little bit easier and more enjoyable)!
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