Ad Tech and Programmatic Master the online media tech and programmatic media explained 1st Ediiton by Julian Delphiki ISBN 036733118X 9798643286912

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Product details:

ISBN 10: 036733118X
ISBN 13: 9798643286912
Author: Julian Delphiki

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 Master the online media tech and programmatic media explained 1st Table of contents:

Introduction to Ad Tech & Programmatic Media

• What is Ad Tech?
• The Evolution of Programmatic Advertising
• Key Players in the Ad Tech Ecosystem
• Benefits of Programmatic Advertising

Chapter 1: Understanding the Ad Tech Landscape

• Overview of Digital Advertising
• Key Components of the Ad Tech Stack
  • Demand-Side Platforms (DSPs)
  • Supply-Side Platforms (SSPs)
  • Ad Exchanges
  • Data Management Platforms (DMPs)
  • Ad Servers
  • Attribution Models

Chapter 2: Programmatic Media Buying

• What is Programmatic Media Buying?
• How Programmatic Advertising Works
• Types of Programmatic Buying
  • Real-Time Bidding (RTB)
  • Private Marketplaces (PMP)
  • Programmatic Direct
• Programmatic vs. Traditional Media Buying

Chapter 3: Data and Targeting in Programmatic

• The Role of Data in Programmatic Advertising
• Types of Audience Data
  • First-Party Data
  • Second-Party Data
  • Third-Party Data
• Behavioral Targeting
• Geo-Targeting and Contextual Targeting
• Privacy and Data Protection Regulations (GDPR, CCPA)

Chapter 4: Creative Strategies in Programmatic Ads

• Importance of Creative in Programmatic Campaigns
• Types of Programmatic Ads
  • Display Ads
  • Video Ads
  • Native Ads
• Dynamic Creative Optimization (DCO)
• Best Practices for Programmatic Creative

Chapter 5: Programmatic Advertising Formats

• Display Ads: Formats and Sizes
• Video Ads: Pre-roll, Mid-roll, and Post-roll
• Native Advertising and Sponsored Content
• Audio & Digital Out-of-Home (DOOH)
• Connected TV (CTV) & Over-the-Top (OTT) Advertising

Chapter 6: Programmatic Advertising Metrics & KPIs

• Key Metrics for Measuring Success
  • CPM (Cost per Thousand Impressions)
  • CPC (Cost per Click)
  • CPA (Cost per Acquisition)
  • ROAS (Return on Ad Spend)
  • Viewability & Engagement Metrics
• How to Optimize Campaigns Based on Metrics

Chapter 7: Programmatic Optimization & Automation

• Real-Time Bidding (RTB) Optimization
• Using AI & Machine Learning in Programmatic
• A/B Testing and Multivariate Testing
• Programmatic Campaign Management & Automation Tools

Chapter 8: The Future of Programmatic Media

• Trends in Ad Tech: AI, Blockchain, and More
• The Impact of 5G on Programmatic Advertising
• The Growth of CTV and OTT Advertising
• Privacy and Ethical Challenges in the Future of Ad Tech

Chapter 9: Common Challenges in Programmatic Advertising

• Ad Fraud and Brand Safety Issues
• Viewability and Ad Blocking
• Dealing with Data Overload
• Transparency in the Programmatic Ecosystem

Chapter 10: Building a Successful Programmatic Strategy

• Steps to Developing a Programmatic Campaign
• Choosing the Right Tech Stack for Your Needs
• Budgeting and Managing Programmatic Spend
• Working with Programmatic Partners and Vendors

Conclusion: Mastering Ad Tech & Programmatic Media

• Key Takeaways for Programmatic Success
• Future Directions in Programmatic Advertising
• Resources for Continuing Education and Networking

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