{"product_id":"introduction-to-programmatic-advertising-9788090713864","title":"Introduction to Programmatic Advertising","description":"\u003cp\u003e\u003cstrong\u003eIntroduction to Programmatic Advertising (Second Edition) offers a clear and concise introduction to programmatic advertising, from basic concepts to current trends.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eYou will learn: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eHow the open advertising ecosystem works.\u003c\/strong\u003e What are DSPs, SSPs, CDPs, OpenRTB protocol, preferred deals or supply-path optimization?\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eWhy data is the lifeblood of programmatic.\u003c\/strong\u003e How is data collected and used by publishers and advertisers to deliver maximum advertising efficiency?\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eWhat has changed over the recent years.\u003c\/strong\u003e From a switch to first-price auction, to the emergence of consent-management platforms or universal auction adoption by publishers.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eWhy is the demise of third-party cookies such a big deal.\u003c\/strong\u003e How will the programmatic advertising ecosystem respond to unprecedented identity and privacy changes?\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eWhere to focus now and in the future.\u003c\/strong\u003e Why are the biggest industry players betting on emerging channels like connected TV or retail media?\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eJust 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.\u003c\/p\u003e\u003cbr\u003e","brand":"Dominik Kosorin","offers":[{"title":"Default Title","offer_id":50453889319186,"sku":"9788090713864","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_93114067-b8d7-4778-af42-e2bc0921fe06.jpg?v=1729858878","url":"https:\/\/surprise-castle.myshopify.com\/products\/introduction-to-programmatic-advertising-9788090713864","provider":"Surprise Castle","version":"1.0","type":"link"}