|
|
Product Description
***** 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.
Customers Who Bought This Item Also Bought
- Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
- SEO Fitness Workbook: The Seven Steps to Search Engine Optimization (2020 Edition)
- Ad Serving Technology: Understand the marketing revelation that commercialized the Internet
- Social Media Marketing Workbook: How to Use Social Media for Business (2020 Updated Edition)
- Learning Google AdWords and Google Analytics
- Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time (Management for Professionals)
- Introduction to Algorithmic Marketing: Artificial Intelligence for Marketing Operations
- Digital Marketing For Dummies (For Dummies (Business & Personal Finance))
- Becoming A Digital Marketer: Gaining the Hard & Soft Skills for a Tech-Driven Marketing Career
- Data in Digital Advertising: Understand the Data Landscape and Design a Winning Strategy
*If this is not the "Introduction to Programmatic Advertising" product you were looking for, you can check the other results by clicking this link
.
Details were last updated on Nov 12, 2024 06:39 +08.
