Introduction to Programmatic Advertising
£15.50
***** SECOND EDITION of this book now also available (purple cover) *****
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.
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Additional information
| Publisher | Dominik Kosorin (10 May 2016) |
|---|---|
| Language | English |
| Paperback | 152 pages |
| ISBN-10 | 8026096118 |
| ISBN-13 | 978-8026096115 |
| Dimensions | 12.85 x 0.89 x 19.84 cm |
by SailorCouple
Great overview of programmatic.
by Amazon Customer
The book Introduction to programmatic is very understandable. It describes all parts of the programmatic ecosystem. The author describes not only the basics, but also practice in using and the usual issues. There is information about DSP, SSP and DMP and their links and common usage in the book. There are basic descriptions of frauds, changing data between systems, visibility issues and other main points of programmatic. I can recommend the book to all people who want to look into the complexity of the programmatic ecosystem.
by James Kyle
A nice overview and not too technical.
by C Milne
Great to read for anyone who is new to programmatic or just anyone who’d like a refresher.
As I was reading the fundamentals of programmatic it helped me connect some of the dots with more advanced concepts which I encounter in work so also useful if you’ve been involved with ad tech.