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Inhaltsangabe
Introduction to Programmatic Advertising (Second Edition) offers a clear and concise introduction to programmatic advertising, from basic concepts to current trends.
You will learn:
- How the open advertising ecosystem works. What are DSPs, SSPs, CDPs, OpenRTB protocol, preferred deals or supply-path optimization?
- Why data is the lifeblood of programmatic. How is data collected and used by publishers and advertisers to deliver maximum advertising efficiency?
- What has changed over the recent years. From a switch to first-price auction, to the emergence of consent-management platforms or universal auction adoption by publishers.
- Why is the demise of third-party cookies such a big deal. How will the programmatic advertising ecosystem respond to unprecedented identity and privacy changes?
- Where to focus now and in the future. Why are the biggest industry players betting on emerging channels like connected TV or retail media?
Just like the well-received first edition, this book was written primarily with people who are new to the world of programmatic advertising in mind. This includes people just entering the industry, students, academics, or anyone who would like to better understand how programmatic works. Some of the topics covered in this book, such as identity or privacy, could be also useful to seasoned professionals.
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Introduction to Programmatic Advertising
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Paperback. Zustand: Very Good. 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, SPs, 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. Bestandsnummer des Verkäufers 00107034241
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Introduction to Programmatic Advertising
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Paperback. Zustand: Very Good. 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, SPs, 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. Bestandsnummer des Verkäufers CIN8090713866VG
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Introduction to Programmatic Advertising (Paperback or Softback)
Verlag:
Dominik Kosorin 8/16/2022, 2022
ISBN 10: 8090713866
ISBN 13: 9788090713864
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