Introduction to Programmatic Advertising

Dominik Kosorin

139 valoraciones de Goodreads

Idioma: inglés

Editorial: Dominik Kosorin, 2022

8090713866 / 9788090713864

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Librería: World of Books Inc, Montgomery, IL, Estados Unidos de AmericaWorld of Books Inc

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Descripción del artículo del vendedor

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, SPs, 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.…

N° de ref. del artículo CIN8090713866VG

Título
Introduction to Programmatic Advertising
Autor
Dominik Kosorin
Editorial
Dominik Kosorin
Año de publicación
2022
Estado
Very Good
Encuadernación
Paperback
Idioma
inglés
ISBN 10
8090713866
ISBN 13
9788090713864

World of Books Inc

Montgomery, IL, Estados Unidos de America

Vendedor de 4 estrellas

Vendedor de IberLibro desde 23 de marzo de 2026

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Founded in 2002, World of Books is a leading online destination for buying and selling both preloved and new books, committed to making sustainable reading accessible to all. With a mission to help people read more and waste less, World of Books offers a huge range of affordable, high-quality books — giving both new and preloved titles a second life. The company also operates World of Books – Sell Your Books, an easy-to-use platform that allows customers to trade in unwanted books for cash, helping to keep books in circulation while promoting sustainability. As a Certified B Corp, World of Books is driven by a vision to become the world’s largest and most sustainable dedicated online bookstore. The company measures its success through the positive environmental impact it creates, the value it provides to customers, and its ability to operate profitably while supporting its sustainable mission …

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