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Introduction to Programmatic Advertising
Introduction to Programmatic Advertising (Second Edition) offers a clear and concise introduction to programmatic advertising, from basic concepts to current trends.
You will 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.
You will 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.
- GenresBusinessNonfiction
127 pages, Kindle Edition
Published June 23, 2022
123 people are currently reading
98 people want to read
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Displaying 1 - 12 of 12 reviews
October 3, 2022
An excellent book for a person starting his journey in the world of adtech. Explains fundamentals pretty well, however, some parts require a more in-depth elaboration. Moreover, some practical examples or case studies would really be beneficial, especially for new joiners of the industry reading this book, who are keen on understanding how theory applies in practice. Also, since programmatic advertising as an industry is still quite young and very dynamic, it would be great to keep updating the book every few years.
January 1, 2022
Programmatic Advertising is to ads what high-frequency trading is to the stock market: a highly efficient, light-speed, automated, transactional system for buying and selling commodities in virtual ad exchanges. The commodities are ads and ad space. The market is the attention of billions of users.
As such, this book offers an excellent, accessible, and highly readable introduction to the world of programmatic advertising. It starts from the very basics and covers ground fast without getting too technical or too deep into the weeds; Dominik Kosorin is a nerd that knows how to measure his enthusiasm!
The Basics:
- Cookies: a small piece of data sent by a web server and stored in a web browser as a text file. It serves to store session information and user preferences, as well as to track and identify users across domains.
- Pixels (tracking): a piece of code implemented as a tiny (1 x 1) image embedded in an email message or a webpage. Used to track user activity and collect third-party data.
- Ad Inventory: available ad space on web pages, etc...
The Players:
- Advetisers (buy side): people/companies looking to purchase ad space to peddle their wares.
- Publishers (sell-side): blogs, media sites, etc. The "canvas" on which advertisers hope to plaster their ads.
- Demand-side platforms: used to purchase ad-space in an automated way across a wide range of inventory.
- Agency trading desks: specialized media buying units (usually within large media organizations) that handle all programmatic media activities for their clients.
- Supply-side platforms: they make it possible to sell ad inventory in an automated way. They connect publisher inventory to a number of demand sources.
How it works:
Programmatic advertising happens using the OpenRTB protocol (real-time bidding). It goes like this:
1. a user visits a website (a publisher's site). At this point, the web page hasn't even loaded and the ad space is virtually blank.
2. supply-side platform issues a bid request ("hey guys, I have a potential buyer over here! Open for bids!).
3. demand-side evaluates the upside and sends what they're willing to pay to have their ad paraded in front of the prospect.
4. supply-side evaluates the offer (in most cases, many competing offers)
5. supply-side notifies the winner
6. winner sends ad payload (what to display on the page, i.e. ad copy, video, banner, etc.)
7. supply-side serves the ad on the publisher's page.
All of the above happens in 1oo milliseconds or less, before the page has a chance to load.
This entire process from beginning to end is explained in much more detail in Kosorin's book. He also touches upon issues concerning privacy, governing bodies, ad-blocking, mobile platforms, data categorization, and much more.
We can all become a bit more tech-savvy when it comes to the new landscape of advertising, more importantly, how our data are traveling across the digital spaces and who is handling it.
Highest recommendation!
As such, this book offers an excellent, accessible, and highly readable introduction to the world of programmatic advertising. It starts from the very basics and covers ground fast without getting too technical or too deep into the weeds; Dominik Kosorin is a nerd that knows how to measure his enthusiasm!
The Basics:
- Cookies: a small piece of data sent by a web server and stored in a web browser as a text file. It serves to store session information and user preferences, as well as to track and identify users across domains.
- Pixels (tracking): a piece of code implemented as a tiny (1 x 1) image embedded in an email message or a webpage. Used to track user activity and collect third-party data.
- Ad Inventory: available ad space on web pages, etc...
The Players:
- Advetisers (buy side): people/companies looking to purchase ad space to peddle their wares.
- Publishers (sell-side): blogs, media sites, etc. The "canvas" on which advertisers hope to plaster their ads.
- Demand-side platforms: used to purchase ad-space in an automated way across a wide range of inventory.
- Agency trading desks: specialized media buying units (usually within large media organizations) that handle all programmatic media activities for their clients.
- Supply-side platforms: they make it possible to sell ad inventory in an automated way. They connect publisher inventory to a number of demand sources.
How it works:
Programmatic advertising happens using the OpenRTB protocol (real-time bidding). It goes like this:
1. a user visits a website (a publisher's site). At this point, the web page hasn't even loaded and the ad space is virtually blank.
2. supply-side platform issues a bid request ("hey guys, I have a potential buyer over here! Open for bids!).
3. demand-side evaluates the upside and sends what they're willing to pay to have their ad paraded in front of the prospect.
4. supply-side evaluates the offer (in most cases, many competing offers)
5. supply-side notifies the winner
6. winner sends ad payload (what to display on the page, i.e. ad copy, video, banner, etc.)
7. supply-side serves the ad on the publisher's page.
All of the above happens in 1oo milliseconds or less, before the page has a chance to load.
This entire process from beginning to end is explained in much more detail in Kosorin's book. He also touches upon issues concerning privacy, governing bodies, ad-blocking, mobile platforms, data categorization, and much more.
We can all become a bit more tech-savvy when it comes to the new landscape of advertising, more importantly, how our data are traveling across the digital spaces and who is handling it.
Highest recommendation!
October 1, 2017
A good starter book but it gets to secondary / new issues too fast before explaining fundamentals well. There is better free online content explaining the exact same things in a clearer way.
April 10, 2022
A rating of 3.5 would be the most accurate but to make sure I read my highlights again in the future the book has to be rated 4 instead of 3. There are definetely a lot of sections which are worth reading when being new to programmatic advertising. If the book was properly updated to match the programmatic ecosystem in 2022 it would definetely grant a rating of 4-4.5. However, some of the details are simply outdated. Finally, the structure and some of the explanations in the book could be better which would also grant a higher rating. Due to the lack of similiar books about programmatic advertising, I would recommend this one.
September 3, 2019
There aren’t many books you can find about programmatic ads trading out there so you don't have a lot of choice. This book is a fair introduction of the industry and did a good job organizing different themes and trends, but you can do better just reading articles online. Honestly this book is a little scammy as its incredibly short and the total content is at most slightly longer than what you can find in wikipedia. There is little reason for you to buy one.
January 2, 2018
A very solid brief synopsis of the programmatic advertising industry and eco-system. I would recommend this for those who are new to the industry and veterans looking to refresh their memory.
February 17, 2019
A good starter book. However the promise of "in-depth" is profoundly misplaced through the content.
August 5, 2021
Great book for summarizing the space
Broke it down to the right categories and then explained the parts of each.I made plenty of highlights and I'll come back for reference.
Broke it down to the right categories and then explained the parts of each.I made plenty of highlights and I'll come back for reference.
July 17, 2024
This book was remarkably educational - highly recommended.
December 16, 2024
Read this book for work. Lots of jargon, data, and information. Need to reread in the new year!
October 10, 2018
This is one of a book is very good for someone who is trying to understand the basics of Programmatic advertisement. A very simple book and clear explanation. I would like to recommend this book,
Further two suggestion for the author :
1. The programmatic advertisement is a rapidly changing marketing tech with the change in new features, requirement, challenges. Hence come up periodically, maybe once in a year to enlighten your readers.
2. Request you to put in case studies as well, It makes the understanding clearer and helps to imbibe the practicality & application of theory
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November 2, 2018Just finished this book. It is a good book for anyone who are new to the sector. It does help you get up to speed to understand the basics and fundamentals as you are cruising into more depth.
Displaying 1 - 12 of 12 reviews