⊇ ᥐ Introduction to Programmatic Advertising list ⊲ Book Author Dominik Kosorin ⋕

⊇  ᥐ Introduction to Programmatic Advertising list ⊲ Book Author Dominik Kosorin ⋕ ⊇ ᥐ Introduction to Programmatic Advertising list ⊲ Book Author Dominik Kosorin ⋕ New book Data in Digital Advertising now also available 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. 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    • Introduction to Programmatic Advertising
    • 1.4
    • 83
    • Kindle
    • 152 pages
    • 8026096118
    • Dominik Kosorin
    • English
    • 26 March 2017

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