Synopsis
Edition update:
The new edition contains the latest trends in ad tech including the controversy about the changing landscape in cookie managament and the ad tech around ID matching and targeting among other subjects like the use of algorithms and artificial intelligence (AI) to optimize ad placements or gen AI in advertising.
Original edition:
A guide that covers all the technologies involved in the non-stopping online media ecosystem. From DMP (Data Management Platforms) to Ad Exchanges, the book describes the role of each advertising technology and their importance. Regardless that you are investing a small amount in online media or you are working a related department this guide will help you to open a little black box in advertising: the ad tech. Without overwhelming tech language, the Ad Tech & Programmatic book, explains plain and simple some concepts that are understandably-hard for a regular non-tech manager.
The book will also provide an explanation on how the programmatic media channel works. Display advertising changed dramatically in the last years involving new tech, metrics and also more fraud in the environment. The guide covers all these issues directly and gives the whole picture in programmatic media and the role in the online marketing strategy.
"Ad Tech & Programmatic: Mastering the Online Media Tech and Programmatic Media Explained" is a comprehensive guide that delves into the intricacies of the online advertising ecosystem and its evolution. In this insightful summary, we explore the key concepts and technologies behind ad tech, programmatic media, and online marketing platforms.
The world of digital advertising has witnessed a paradigm shift in recent years, transitioning from traditional ad buying methods to programmatic advertising. To navigate this rapidly evolving landscape, it is essential to understand the fundamental principles and technologies that underpin online media tech and programmatic advertising.
The book begins by demystifying ad tech, shedding light on the tools and systems that enable the delivery of targeted ads to specific audiences. It explores the role of ad exchanges, demand-side platforms (DSPs), supply-side platforms (SSPs), and data management platforms (DMPs) in facilitating the buying and selling of online advertising inventory.
The core focus then shifts to programmatic media, which represents the automated buying and selling of digital advertising in real-time auctions. The book offers a comprehensive explanation of the programmatic ecosystem, discussing ad exchanges and real-time bidding (RTB).
Moreover, the book emphasizes the importance of data in programmatic advertising. It explains how audience data, such as demographics, browsing behavior, and contextual information, is leveraged to deliver highly targeted and personalized ads. The integration of data management platforms (DMPs) and customer relationship management (CRM) systems is explored as a means to enhance audience segmentation and campaign effectiveness.
The book provides insights into online marketing platforms, which play a crucial role in the online advertising ecosystem. It examines the various platforms, including social media advertising, search engine marketing, display advertising, and video advertising.
Throughout the book, the reader gains a deep understanding of the evolution of online advertising and the emergence of programmatic media. The narrative emphasizes the importance of staying abreast of industry trends, technological advancements, and best practices to succeed in the digital marketing landscape.
"Ad Tech & Programmatic: Mastering the Online Media Tech and Programmatic Media Explained" is an invaluable resource for marketers, advertisers, and anyone interested in comprehending the complexities of online advertising.
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