Synopsis
***** 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.
"synopsis" may belong to another edition of this title.
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.
"About this title" may belong to another edition of this title.
Search results for Introduction to Programmatic Advertising
Stock Image
Introduction to Programmatic Advertising
Seller: HPB Inc., Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: Very Good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_469508820
Stock Image
Introduction to Programmatic Advertising
Seller: World of Books (was SecondSale), Montgomery, IL, U.S.A.
Seller rating 5 out of 5 stars
Condition: Very Good. Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00100452487
Stock Image
Introduction to Programmatic Advertising
Seller: HPB-Ruby, Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: Very Good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_382809743
Stock Image
Introduction to Programmatic Advertising
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: Good. No Jacket. Missing dust jacket; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G8026096118I3N01
Stock Image
Introduction to Programmatic Advertising
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: Fair. No Jacket. Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G8026096118I5N00
Stock Image
Introduction to Programmatic Advertising
Seller: ThriftBooks-Dallas, Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: Good. No Jacket. Missing dust jacket; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G8026096118I3N01
Stock Image
Introduction to Programmatic Advertising
Seller: agoodealofbooks, Ypsilanti, MI, U.S.A.
Seller rating 4 out of 5 stars
Paperback. Condition: Very Good. very clean softcover. no marks. clean text. solid binding. very light wear. ISN matches listing Fast service with confirmation, no international or priority orders over 4lbs. Seller Inventory # mon0000158737
Stock Image
Introduction to Programmatic Advertising
Seller: medimops, Berlin, Germany
Seller rating 5 out of 5 stars
Condition: good. Befriedigend/Good: Durchschnittlich erhaltenes Buch bzw. Schutzumschlag mit Gebrauchsspuren, aber vollständigen Seiten. / Describes the average WORN book or dust jacket that has all the pages present. Seller Inventory # M08026096118-G
Seller Image
Introduction to Programmatic Advertising
Seller: WeBuyBooks, Rossendale, LANCS, United Kingdom
Seller rating 5 out of 5 stars
Condition: Very Good. Most items will be dispatched the same or the next working day. A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # rev6894905949
Buy Used
£ 6.46
£ 5.02 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available
Seller Image
Introduction to Programmatic Advertising
Seller: WeBuyBooks, Rossendale, LANCS, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. Most items will be dispatched the same or the next working day. A copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Seller Inventory # rev6498713650
Buy Used
£ 6.46
£ 5.02 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available