Download or read book Hands on Programmatic In house Digital Advertising written by Raghavendra Agarwala and published by BPB Publications. This book was released on 2021-10-04 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Guide to Marketing Automation and Accelerated ROI on Advertising KEY FEATURES ● Demonstrates how a DSP works, its bidding strategies, impression tracking, and configurations. ● Exemplifies how AI/ML simplifies bidding strategies. ● Illustrates how SSP, exchange, ad-server, and header-bidding (client and server-side) work in detail. DESCRIPTION This book provides you with an in-depth understanding of programmatic advertising. This knowledge can be applied to the checklist for procuring the appropriate stack, optimizing existing platforms, and/or building the system from the ground up. With comprehensive treatment of programmatic issues, this book establishes a solid foundation with ID systems, data management systems, and data thinking, among other topics. It explores the different data sources, attributes, and the real-time bidding protocol in detail (RTB steam). It makes its way even further into the larger systems of DSP and SSP. This book will help assist you in all aspects of running an ad-tech system. By the end of this book, you will gain a vast amount of knowledge about programmatic systems. You will become an independent expert that will help you to evaluate the advertising techniques for your own business. WHAT YOU WILL LEARN ● Learn about the ID mechanics of cookies and GAID/IDFA. ● Gain an intuitive and in-depth understanding of the data's role in AI/ML. ● Learn about various data-centric strategies around buy and sell of media. ● Learn about DSP, bidder, bidding strategies, RTB, paid impression, and various syncs. ● Learn about SSP, Exchange, Ad-Server, header bidding systems, and AI-led floor price optimization. WHO THIS BOOK IS FOR The book is essential for the architects, senior developers, and ad-tech operations to learn about programmatic in-housing from a design, process, strategic thinking, and operational standpoint. It also attracts business professionals who want to learn the tricks of the trade for increasing revenues and learn the art of asking the right questions. TABLE OF CONTENTS 1. Cookies, and Sync Mechanics 2. Data and AI Strategies 3. Working of DMP and CDP 4. Exchanges, Ad-Servers, and Header Bidding 5. Bidders and Meta DSPs 6. Data Privacy by Design 7. In-Housing - The Way Forward

Download or read book Introduction to Programmatic Advertising written by Dominik Kosorin and published by Dominik Kosorin. This book was released on 2016-05-10 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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."

Download or read book Programmatic Advertising written by Oliver Busch and published by Springer. This book was released on 2015-11-26 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

Download or read book Programmatic Advertising written by Alex Vasileiadis and published by . This book was released on 2020-05-16 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do you want to become an expert in programmatic advertising? If so, this book will help you gain 360-degree knowledge of programmatic media buying and selling. Indeed, by the end of this book, you will have learnt almost everything about how advertisers and publishers can succeed in the programmatic advertising landscape.At the beginning of this book, you will learn how online advertising has evolved over the years, meaning what approaches were followed in the past, what challenges emerged and how those gave rise to the Ad Exchanges, Demand-Side and Supply-Side platforms. Next, I will introduce you to programmatic advertising and more specifically cover what programmatic advertising is, how much this technology has been adopted over the years, what the benefits for publishers and advertisers are as well as which marketing objectives one can achieve through programmatic advertising campaigns. Following that, you will learn which are the twenty main participants in the programmatic advertising ecosystem such as the Ad Exchange, Demand-Side Platform, Supply-Side Platform, Ad Server and Data-Management Platform. How all those participants can work together, the costs of using their services as well as which platform vendors are the most popular ones. Next, I will take you through the different ways of buying media programmatically such as real-time bidding through open and private auctions as well as programmatic direct deals such as preferred and guaranteed deals. You will learn how all those methods work through the use of illustrated examples, their benefits as well as why some methods are becoming more popular than others. Then, you will learn about the six programmatic advertising formats such as the Display, Video, Native, TV, Audio and Digital out-of-home advertising format. I will explain in great detail, how each advertising format differentiates from the rest in terms of audience targeting, ad serving and campaign performance measurement, as well as highlight the benefits they can bring to both advertisers and publishers.Once all those are covered, you will learn all the prospecting and remarketing tactics followed by advertisers, get to know how to create a successful media plan, as well as how an advertiser's media plan is executed with the help of media planners, media buyers, creative designers and ad traffickers. Next, you will learn all the essential and advanced tactics followed by publishers for managing ad inventory, increasing ad viewability, and of course, ad revenues. I will also take you through the ad operations followed by publishers, which typically consist of inventory managers, ad sellers, ad traffickers and yield managers. In the last part of this book, you will learn more about the major challenges advertisers and publishers face in the programmatic advertising landscape, as well as the new developments that will definitely shape the future of programmatic advertising. More specifically, I will start by covering challenges such as the Ad Tech Tax, the risk of price inflations in real-time bidding auctions, ad blockers, and explain how advertisers and publisher can succeed in this complex field. Lastly, you will learn how artificial intelligence, augmented and virtual reality, and blockchain technologies can shape the future of programmatic advertising.

Download or read book Display Advertising written by David Booth and published by John Wiley & Sons. This book was released on 2012-09-11 with total page 609 pages. Available in PDF, EPUB and Kindle. Book excerpt: A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.

Download or read book Native Advertising written by Dale Lovell and published by Kogan Page Publishers. This book was released on 2017-10-03 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies. This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. Native Advertising explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent. Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.

Download or read book Marketing and Advertising in the Online to Offline O2O World written by Dinana, Hesham Osama and published by IGI Global. This book was released on 2022-10-28 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions. Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

Download or read book Complete Guide To Programmatic Advertising written by Joey Lowery and published by . This book was released on 2019-09-04 with total page 54 pages. Available in PDF, EPUB and Kindle. Book excerpt: Programmatic advertising is one of the most exciting areas of digital advertising. Whether you're a small business or advertising agency, Go Programmatic's book "Complete Guide To Programmatic Advertising" breaks down this new opportunity in a easy to read book. This new technology offers a unique opportunity to leverage machine learning and AI technology to get the best result for your digital dollar.

Download or read book Data in Digital Advertising written by Dominik Kosorin and published by . This book was released on 2018-03-15 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is your ultimate guide to advertising data landscape. It covers everything from basic concepts all the way to developing a successful data strategy. You will learn where advertising data comes from and how it flows around the ecosystem. It will help you understand what data is available for targeting from third-party vendors, as well as standalone advertising platforms, such as Facebook, Google, or Amazon. Data Management Platforms (DMPs) are explored in depth, with detailed profiles of the most popular providers. All of this is set into context of key privacy regulations, including General Data Protection Regulation (GDPR). The final chapter gives you a blueprint for designing your own successful data strategy.

Download or read book Programmatic Advertising Automating Ad Buying and Optimization written by Mayfair Digital Agency and published by Mayfair Digital Agency. This book was released on 2020-03-10 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Programmatic Advertising: Automating Ad Buying and Optimization" is an insightful and comprehensive guide that delves into the revolutionary world of digital advertising. This book explores the cutting-edge technology and strategies that have transformed the way advertisers reach their target audiences. Through automation, the process of ad buying and optimization has become more efficient and data-driven than ever before. Readers will gain a profound understanding of real-time bidding, artificial intelligence, and machine learning algorithms, which are at the heart of programmatic advertising. Moreover, the book highlights the advantages of programmatic advertising, such as precise targeting, cost-effectiveness, and improved campaign performance. Whether you're a seasoned marketer or a curious novice, this book offers valuable insights and practical tips to navigate and succeed in the dynamic landscape of programmatic advertising.

Download or read book Understanding Digital Marketing written by Damian Ryan and published by Kogan Page Publishers. This book was released on 2020-11-03 with total page 449 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.

Download or read book Digital Advertising written by Shelly Rodgers and published by Taylor & Francis. This book was released on 2017-02-17 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Download or read book A Marketer s Guide to Digital Advertising written by Shailin Dhar and published by Kogan Page Publishers. This book was released on 2023-05-03 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today? They can learn about the metrics worth using, the importance of measurement and the technology available. With contradictory rules surrounding data privacy, measurement constraints, changes to supply chains and other complexities often too difficult to approach, the world of marketing is more complex than ever before. A Marketer's Guide to Digital Advertising helps marketers navigate the complicated world of digital advertising by diving into the metrics, money and technology fueling the marketing industry. Digital advertising consultants Shailin Dhar and Scott Thomson outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy. Walking readers through the common missteps made within digital advertising, they provide useful insight into measurement and thoughtful alternatives to practices often found lower on a company's priorities list. A Marketer's Guide to Digital Advertising offers ways to minimize waste and improve outcomes for brands and their business partners. The book illuminates the gap between in-house marketing teams, agency professionals and tech partners whilst helping readers make sense of the way money flows through the global ad industry.

Download or read book Branded Content written by Jonathan Hardy and published by Routledge. This book was released on 2021-08-26 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media. This ambitious historical, empirical, and theoretical study examines industry practices, policies, and ‘problems’, advancing a framework for analysis of communications governance. Featuring examples from the UK, US, EU, Asia, and other regions, it illustrates and explains industry practices, forms, and formats and their relationship with changing market conditions, policies, and regulation. The book provides a wide-ranging and incisive guide to contemporary advertising and media practices, to different arguments and perspectives on these practices arising in industry, policy, and academic contexts, and to the contribution made by critical scholarship, past and present. It also offers a critical review of industry, regulatory, societal, and academic literatures. Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st-century communications. With a focus on key issues in industry, policy, and academic contexts, this is essential reading for students of media industries, advertising, marketing, and digital media.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book The Power of Programmatic written by Stephanie and published by . This book was released on 2023-12-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is Programmatic Advertising?In today's fast-paced and ever-evolving world of advertising, programmatic advertising has become a buzzword that is frequently tossed around. But what exactly does it mean? In this subchapter, we will demystify programmatic advertising and explore its immense potential in revolutionizing the advertising industry. Programmatic advertising refers to the use of automated technology and algorithms to buy and sell advertising space in real-time. Unlike traditional advertising, which involves manual negotiations and buying, programmatic advertising allows for a more efficient and data-driven approach to reaching audiences. At its core, programmatic advertising relies on data and technology to streamline the ad-buying process. It enables advertisers to target specific audiences based on various parameters such as demographics, interests, and online behavior. By leveraging vast amounts of data, programmatic advertising ensures that the right message is delivered to the right person at the right time, maximizing the chances of conversion and engagement. One of the key advantages of programmatic advertising is its ability to optimize campaigns in real-time. Through automated algorithms, advertisers can continuously monitor and adjust their campaigns based on performance indicators such as click-through rates and conversions. This data-driven approach allows for better decision-making and ultimately leads to improved campaign outcomes. Furthermore, programmatic advertising offers unprecedented transparency and control to both advertisers and publishers. Advertisers have access to detailed insights into the performance of their campaigns, allowing them to make data-backed decisions. Publishers, on the other hand, can efficiently manage their ad inventory and ensure that their content is monetized effectively. The rise of programmatic advertising has also brought forth new ad formats and channels. From display and video ads to mobile and connected TV, programmatic advertising has expanded beyond traditional mediums, enabling advertisers to reach their audiences wherever they are. However, programmatic advertising is not without its challenges. Ad fraud, brand safety, and privacy concerns are among the issues that need to be addressed in the programmatic ecosystem. It requires ongoing vigilance and collaboration between industry stakeholders to ensure a safe and ethical advertising environment.

Download or read book Marketing Opportunities and Challenges in a Changing Global Marketplace written by Shuang Wu and published by Springer Nature. This book was released on 2020-06-15 with total page 701 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.