Introduction to Programmatic Advertising
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Programmatic advertising is the most exciting thing that happened in marketing in a long time – perhaps since the advent of mass advertising itself.
This book offers the first comprehensive introduction to the world of programmatic advertising. If you are new to this revolutionary technology, it will help you get quickly up to speed. The book is intentionally relatively short and dense, so it can be read over a weekend – and then kept on your desk for reference.
Here's a quick overview:
Chapter one outlines the basic technologies enabling programmatic advertising – such as cookies, pixels, banner ads, or ad exchanges.
Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies.
Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, role of the Deal ID, and publisher prioritization including header bidding.
Chapter four is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling.
Chapter five expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here.
Chapter six offers an overview of the current issues discussed across the digital ad industry – including fraud, viewability, attribution, ad blocking, or privacy.
Chapter seven is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio or print.
About the Author
Dominik Kosorin works for the Czech Publisher Exchange, helping to grow programmatic advertising in the Czech Republic and beyond. He lives in Prague with a wonderful wife and an amazing son.
Most helpful customer reviews
3 of 3 people found the following review helpful.
This is an absolutely fantastic introduction to the insanely confusing world of programmatic and ...
This is an absolutely fantastic introduction to the insanely confusing world of programmatic and real time bidding. I think you get more out of this book if you read it along with "Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumer" by Mike Smith. Smith covers the history and evolution of programmatic and RTB and this book dives into more of the nitty gritty detail of programmatic advertising.
2 of 2 people found the following review helpful.
Have been looking everywhere for a good explanation of everything that is happening in programmatic
By Amazon Customer
Have been looking everywhere for a good explanation of everything that is happening in programmatic. Not only did the author explain everything that's happening with this complicated topic in a simple and easy to understand manner, he did it in less than 150 pages! Highly recommend for anyone that wants actionable advice and a better understanding of the programatic landscape.
0 of 0 people found the following review helpful.
If you work in marketing/advertising/digital you should should ready this book
By Amazon Customer
This book gives a comprehensive yet accessible overview of exactly how programmatic advertising works and it's implications and applications in a marketing and business context. I have made this standard reading for everyone at my company (a marketing data science company) from the sales team to the tech team. I was particularly impressed as it covers the entire landscape in a short amount of time without 'dumbing down' the content as many business books often do. In short if you work in or are in anyway associated with marketing/advertising/digital you should read this book.
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