{"product_id":"introduction-to-programmatic-advertising-9788026096115","title":"Introduction to Programmatic Advertising","description":"\u003cp\u003e\u003cstrong\u003eProgrammatic advertising is the most exciting thing that happened in marketing in a long time - perhaps since the advent of mass advertising itself.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHere's a quick overview: \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter one\u003c\/strong\u003e outlines the basic technologies enabling programmatic advertising - such as cookies, pixels, banner ads, or ad exchanges.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter two\u003c\/strong\u003e introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter three\u003c\/strong\u003e 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.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter four\u003c\/strong\u003e is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter five\u003c\/strong\u003e expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter six\u003c\/strong\u003e offers an overview of the current issues discussed across the digital ad industry - including fraud, viewability, attribution, ad blocking, or privacy.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter seven\u003c\/strong\u003e is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio or print.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003eDominik Kosorin works for the Czech Publisher Exchange, helping to grow programmatic advertising in the Czech Republic and beyond. He lives in Prague with a wonderful wife and an amazing son.\u003cbr\u003e","brand":"Dominik Kosorin","offers":[{"title":"Default Title","offer_id":50725568348434,"sku":"9788026096115","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_721b4804-a6b9-4eab-9bd6-c615f4195ed4.jpg?v=1734834495","url":"https:\/\/surprise-castle.myshopify.com\/products\/introduction-to-programmatic-advertising-9788026096115","provider":"Surprise Castle","version":"1.0","type":"link"}