Programmatic Advertising is the most exciting thing that happened in marketing in a long time - perhaps since the advent of mass Advertising itself.
It also covers new Programmatic channels including TV, audio or print..
Chapter seven is about new formats available programmatically, such as rich media, video, or native.
Chapter six offers an overview of the current issues discussed across the digital ad industry - including fraud, viewability, attribution, ad blocking, or privacy.
Mobile cookies, cross-device identification solutions, or location data are covered here.
Chapter five expands the scope of this book into mobile.
Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling.
Chapter four is all about data and ad targeting.
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 two introduces the Programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies.
Here\'s a quick overview: Chapter one outlines the basic technologies enabling Programmatic Advertising - such as cookies, pixels, banner ads, or ad exchanges.
The book is intentionally relatively short and dense, so it can be read over a weekend - and then kept on your desk for reference.
If you are new to this revolutionary technology, it will help you get quickly up to speed.
This book offers the first comprehensive Introduction to the world of Programmatic advertising.
Programmatic Advertising is the most exciting thing that happened in marketing in a long time - perhaps since the advent of mass Advertising itself
