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.

"About this title" may belong to another edition of this title.

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Moluna GmbH
Engberdingdamm 27, Greven, 48268, Germany

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Instructions for revocation/
Standard Business Terms and customer information/ data protection declaration

Revocation right for consumers
(A ?consumer? is any natural person who concludes a legal transaction which, to an overwhelming extent, cannot be attributed to either his commercial or independent professional activities.)

Instructions for revocation

Revocation right
You have the right to revoke this contract within one month without specifying any reasons.
The revocation period is one month...

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Right of cancellation

Instructions for revocation/
Standard Business Terms and customer information/ data protection declaration

Revocation right for consumers
(A ‘consumer’ is any natural person who concludes a legal transaction which, to an overwhelming extent, cannot be attributed to either his commercial or independent professional activities.)

Instructions for revocation

Revocation right
You have the right to revoke this contract within one month without specifying any reasons.
The revocation period is one month with effect from the day,

on which you or a third party nominated by you, which is not the carrier, had taken possession of the products, provided you had ordered one or more products within the scope of a standard order and this/these product/products is/are delivered uniformly;
on which you or a third party nominated by you, which is not the carrier, had taken possession of the last product, provided you had ordered several products within the scope of a standard order and these products are delivered separately;
on which you or a third party nominated by you, which is not the carrier, had taken possession of the last part delivery or the last unit, provided you had ordered a product, which is delivered in several part deliveries or units;

In order to exercise your revocation right, you must inform us (Moluna GmbH, M�nsterstr. 105, 48268 Greven, Telephone number: 02571/5 69 89 33, Fax number: 02571/5 69 89 30, E-Mail address: abe@moluna.de) of your decision to revoke this contract by means of a clear declaration (e.g. a letter sent via post, fax or email). You can use the enclosed specimen revocation form for this, which however is not mandatory.

In order to safeguard the revocation period, it is sufficient that you send the notification about the exercise of the revocation right before the expiry of the revocation period.

Consequences of the revocation

If you revoke this contract, we shall repay all the payments, which we received from you, including the delivery costs (with the exception of additional costs, which arise from that fact that you selected a form of delivery other than the most reasonable standard delivery offered by us), immediately and at the latest within 14 days from the day on which we received the notification about the revocation of this contract from you. We use the same means of payment, which you had originally used during the original transaction, for this repayment unless expressly agreed otherwise with you; you will not be charged any fees owing to this repayment.

We can refuse the repayment until the products are returned to us or until you have furnished evidence that you have sent the products back to us, depending on whichever is earlier.

You must return or transfer the products to us immediately and, in any case, at the latest within 14 days with effect from the day on which you inform us of the revocation of this contract. The deadline is maintained if you send the products before the expiry of the 14 day deadline.

You bear the direct costs for returning the products.

You must pay for any depreciation of the products only if this depreciation can be attributed to any handling with you that was not necessary for checking the condition, features and functionality of the products.

Criteria for exclusion or expiry

The revocation right is not available for contracts

for delivery of products, which are not prefabricated and for whose manufacturing an individual selection or stipulation by the consumer is important or which are clearly tailored to the personal requirements of the consumer;
for delivery of products, which can spoil quickly or whose use-by date would be exceeded quickly;
for delivery of alcoholic drinks, whose price was agreed at the time of concluding the contract, which however can be delivered 30 days after the conclusion of the contract at the earliest and whose current value depends on the fluctuations in the market, on which the entrepreneur has no influence;
for delivery of newspapers, periodicals or magazines with the exception of subscription contracts.

The revocation right expires prematurely in case of contracts

for delivery of sealed products, which are not suitable for return for reasons of health protection or hygiene if their seal has been removed after the delivery;
for delivery of products if they have been mixed inseparably with other goods after the delivery, owing to their condition;
for delivery of sound or video recording or computer software in a sealed package if the seal has been removed after the delivery.

Specimen - revocation form

(If you wish to revoke the contract, please fill up this form and send it back to us.)

To Moluna GmbH, Engberdingdamm 27, 48268 Greven, Fax number: 02571/5 69 89 30, Email address: abe@moluna.de :
I/we () herewith revoke the contract concluded by me/ us () regarding the purchase of the following products ()/
the provision of the following service ()
Ordered on ()/ received on ()
Name of the consumer(s)
Address of the consumer(s)
Signature of the consumer(s) (only in case of a notification on paper)
Date

(*) Cross out the incorrect option.

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II. Kundeninformationen

Identit�t des Verk�ufers

Moluna GmbH
Engberdingdamm 27
48268 Greven
Deutschland
Telefon: 02571/5698933
E-Mail: abe@moluna.de

Wir sind nicht bereit und nicht verpflichtet, an Streitbeilegungsverfahren vor Verbraucherschlichtungsstellen teilzunehmen.

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Die technischen Schritte zum Vertragsschluss, der Vertragsschluss selbst und die Korrekturm�glichkeiten erfolgen nach Ma�gabe der Regelungen "Zustandekommen des Vertrages" unserer Allgemeinen Gesch�ftsbedingungen (Teil I.).

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3.1. Vertragssprache ist deutsch .

3.2. Der vollst�ndige Vertragstext wird von uns nicht gespeichert. Vor Absenden der Bestellung k�nnen die Vertragsdaten �ber die Druckfunktion des Browsers ausgedruckt oder elektronisch gesichert werden. Nach Zugang der Bestellung bei uns werden die Bestelldaten, die gesetzlich vorgeschriebenen Informationen bei Fernabsatzvertr�gen und die Allgemeinen Gesch�ftsbedingungen nochmals per E-Mail an Sie �bersandt.

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Die wesentlichen Merkmale der Ware und/oder Dienstleistung finden sich im jeweiligen Angebot.

Preise und Zahlungsmodalit�ten

5.1. Die in den jeweiligen Angeboten angef�hrten Preise sowie die Versandkosten stellen Gesamtpreise dar. Sie beinhalten alle Preisbestandteile einschlie�lich aller anfallenden Steuern.

5.2. Die anfallenden Versandkosten sind nicht im Kaufpreis enthalten. Sie sind �ber eine entsprechend bezeichnete Schaltfl�che auf unserer Internetpr�senz oder im jeweiligen Angebot aufrufbar, werden im Laufe des Bestellvorganges gesondert ausgewiesen und sind von Ihnen zus�tzlich zu tragen, soweit nicht die versandkostenfreie Lieferung zugesagt ist.

5.3. Die Ihnen zur Verf�gung stehenden Zahlungsarten sind unter einer entsprechend bezeichneten Schaltfl�che auf unserer Internetpr�senz oder im jeweiligen Angebot ausgewiesen.

5.4. Soweit bei den einzelnen Zahlungsarten nicht anders angegeben, sind die Zahlungsanspr�che aus dem geschlossenen Vertrag sofort zur Zahlung f�llig.

Lieferbedingungen

6.1. Die Lieferbedingungen, der Liefertermin sowie gegebenenfalls bestehende Lieferbeschr�nkungen finden sich unter einer entsprechend bezeichneten Schaltfl�che auf unserer Internetpr�senz oder im jeweiligen Angebot.

Soweit im jeweiligen Angebot oder unter der entsprechend bezeichneten Schaltfl�che keine andere Frist angegeben ist, erfolgt die Lieferung der Ware innerhalb von 3-5 Tagen nach Vertragsschluss (bei vereinbarter Vorauszahlung jedoch erst nach dem Zeitpunkt Ihrer Zahlungsanweisung).

6.2. Soweit Sie Verbraucher sind ist gesetzlich geregelt, dass die Gefahr des zuf�lligen Untergangs und der zuf�lligen Verschlechterung der verkauften Sache w�hrend der Versendung erst mit der �bergabe der Ware an Sie �bergeht, unabh�ngig davon, ob die Versendung versichert oder unversichert erfolgt. Dies gilt nicht, wenn Sie eigenst�ndig ein nicht vom Unternehmer benanntes Transportunternehmen oder eine sonst zur Ausf�hrung der Versendung bestimmte Person beauftragt haben.

Sind Sie Unternehmer, erfolgt die Lieferung und Versendung auf Ihre Gefahr.

Gesetzliches M�ngelhaftungsrecht

Die M�ngelhaftung richtet sich nach der Regelung "Gew�hrleistung" in unseren Allgemeinen Gesch�ftsbedingungen (Teil I).

letzte Aktualisierung: 23.10.2019

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Shipping rates from Germany to U.S.A.
Order quantity	26 to 60 business days	26 to 60 business days
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