Introduction to Programmatic Advertising

***** 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.

Details e-book Introduction to Programmatic Advertising

🗸 Author(s): Dominik Kosorin
🗸 Title: Introduction to Programmatic Advertising
🗸 Rating : 4.4 from 5 stars (94 reviews)
🗸 Languange: English
🗸 Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
🗸 Supported Devices: Android, iOS, PC and Amazon Kindle

Readers' opinions about Introduction to Programmatic Advertising by Dominik Kosorin

Colliss Hussain
This comprehensive guide to personal finance offers practical advice and actionable strategies for achieving financial freedom. From budgeting and saving to investing and retirement planning, the author covers all the essential topics needed to build wealth and secure a stable financial future. Accessible and informative, this book is a valuable resource for anyone looking to take control of their finances.

Jett Marsden
Embark on a thrilling adventure with this gripping mystery novel that keeps readers guessing until the very end. Set in a picturesque village plagued by secrets and lies, the story follows a determined detective as he unravels the truth behind a series of baffling crimes. With its clever plot twists and compelling characters, this book is a must-read for fans of the genre.

Chelese Thomson
This poignant memoir offers a deeply personal account of one woman's journey to overcome adversity and find redemption. From childhood trauma to adult struggles, the author shares her experiences with honesty and vulnerability, offering hope and inspiration to readers facing their own challenges. With its raw emotion and powerful storytelling, this book is a testament to the resilience of the human spirit.

Related ebooks of Introduction to Programmatic Advertising

Y is for Yesterday (A Kinsey Millhone Novel)

THE FINAL INSTALLMENT IN SUE GRAFTON'S ALPHABET SERIES WINNER OF THE ANTHONY/BILL CRIDER AWARD FOR BEST NOVEL IN A SERIES Private investigator Kinsey Millhone confronts her darkest and most disturbing case in this #1 New York Times bestseller from Sue Grafton.In 1979, four teenage boys from an elite private school sexually assault a fourteen-year-old classmate--and film the attack. Not long after, the tape goes missing and the suspected thief, a fellow classmate, is murdered. In…

Sources of The Making of the West, Volume I: Peoples and ...

Sources of The Making of the West helps bring the history of the west to life. Thoroughly revised and designed to be used independently or as a companion reader, this two volume collection parallels the major topics and themes covered in each chapter of The Making of the West. A broad range of source types and themes illuminate historical experience from a diversity of perspectives. Now with a visual source and a comparative source pairing…

The Infernal Gospel

The Infernal Gospel is the world's leading book for the faith of theistic Satanism – it has been celebrated by thousands of practitioners upon the Left-Hand Path as the go-to introductory text for those interested in the faith of theistic Satanism.With The Infernal Gospel, novice and experienced occultists alike shall enjoy a powerful yet easy to digest exploration of theistic Satanism and the dynamic nature of this religion – from celebrations, the Infernal Tenets, and…

Ensnared: An Alien Romance Trilogy (The Spider's Mate)

He’s spent years as a hunter, but now he’s the one ensnared in a creature’s trap.Ketahn did not want a mate. Fate has a different plan for him. When the queen he despises declares her intention to claim him, he retreats into the jungle.What he finds there changes his world.Small, delicate, and pale skinned, Ivy Foster is nothing like the females Ketahn has known. She’s not of his kind at all. Yet the moment he…