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Ad Serving Technology: Understand the marketing revelation that commercialized the Internet
Understand the marketing revelation that commercialized the Internet.
Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time.
Ad Serving gives marketers the ability to deliver and measure their ads for exceptionally low cost, revealing the true value of the ad space they pay for.
Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. The processes and systems behind data collection are complex, and marketers are expected to learn how to use them as the industry grows; applying this knowledge to their new roles in Digital Advertising.
Many undertake this challenge, unaware of the complexity that lies ahead. The learning resources are few and far between. This book satisfies an intermediate-level of tuition to Ad Serving Technology, illustrating how and why Advertisers continue to grow their ad spend in the planet’s favorite new media channel.
Topics covered Introduction to Digital Advertising, Introduction to Ad Serving technologies, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Instream Video, SEO, Paid Search, Affiliate, Email and Social. This book also covers Conversions, Attribution, Retargeting, Optimization Strategies, Adserver Reporting, Adserver Analytics, Privacy technology and an Introduction to Programmatic including DSPs, SSPs, DMPs, ATD's, ITD's and RTB.
Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time.
Ad Serving gives marketers the ability to deliver and measure their ads for exceptionally low cost, revealing the true value of the ad space they pay for.
Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. The processes and systems behind data collection are complex, and marketers are expected to learn how to use them as the industry grows; applying this knowledge to their new roles in Digital Advertising.
Many undertake this challenge, unaware of the complexity that lies ahead. The learning resources are few and far between. This book satisfies an intermediate-level of tuition to Ad Serving Technology, illustrating how and why Advertisers continue to grow their ad spend in the planet’s favorite new media channel.
Topics covered Introduction to Digital Advertising, Introduction to Ad Serving technologies, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Instream Video, SEO, Paid Search, Affiliate, Email and Social. This book also covers Conversions, Attribution, Retargeting, Optimization Strategies, Adserver Reporting, Adserver Analytics, Privacy technology and an Introduction to Programmatic including DSPs, SSPs, DMPs, ATD's, ITD's and RTB.
- GenresBusiness
596 pages, Paperback
First published January 4, 2014
7 people are currently reading
119 people want to read
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Displaying 1 - 5 of 5 reviews
February 23, 2019
A great introductory book
March 12, 2015
I recently switched industries completely from more of a traditional IT role to a product management role at an ad tech company. I had no idea what I was getting myself into when I accepted the job, and how many fascinating things there would be to learn about advertising technology. I was shown this book by a new colleague and read through the whole thing within a couple of days of getting it.
This book is THE introduction to the ad tech industry and contains the entire spectrum of information for getting yourself introduced to advertising technology where it stands today. From basic terms and explanations, all the way down to the details of reporting and gaps in the industry, this book will guide you through everything. The diagrams are excellent, as well, for giving an overall picture of what Greg is trying to convey. I've recommended this book to several new people at my company, as well, who are new to this industry and all have had positive things to say!
One thing, as mentioned by another reviewer, there are some minor typos, but they are all across the book. Not distracting by any means, but just something to probably revise in a future edition. Otherwise, the content is amazing and a one of a kind resource. Excellent book!
This book is THE introduction to the ad tech industry and contains the entire spectrum of information for getting yourself introduced to advertising technology where it stands today. From basic terms and explanations, all the way down to the details of reporting and gaps in the industry, this book will guide you through everything. The diagrams are excellent, as well, for giving an overall picture of what Greg is trying to convey. I've recommended this book to several new people at my company, as well, who are new to this industry and all have had positive things to say!
One thing, as mentioned by another reviewer, there are some minor typos, but they are all across the book. Not distracting by any means, but just something to probably revise in a future edition. Otherwise, the content is amazing and a one of a kind resource. Excellent book!
December 4, 2014
This book is fit for every tech people who want to start their carrier life in the advertising technology.
Advertising Technology is a very large field, and has very few books and documents which describe sufficient knowledge of the field.
This book did it well.
However, I don't like the way this book is organized, which conclude of separate and un-connected sections, cause it's hard to summarize.
Furthermore, the are many redundant details which make it worse to follow the big picture.
Advertising Technology is a very large field, and has very few books and documents which describe sufficient knowledge of the field.
This book did it well.
However, I don't like the way this book is organized, which conclude of separate and un-connected sections, cause it's hard to summarize.
Furthermore, the are many redundant details which make it worse to follow the big picture.
February 16, 2016
Considering, there aren't many books on this topic; this book is a great resource for practitioners and those new to the technology. The author does a great job of covering the basics of how display ads get displayed, how a trafficker set up the campaigns, and reporting capabilities. I would recommend this book. For a detailed summary and review, please visit http://bit.ly/adservingtechnology
January 22, 2014
A superb comprehensive guide to the world of adserving including a good background to the digital advertising industry.
Displaying 1 - 5 of 5 reviews