Ad Serving Technology

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Ad Serving Technology

Author : Gregory Cristal
Publisher : CreateSpace
ISBN 13 : 9781484867570
Total Pages : 598 pages
Book Rating : 4.8/5 (675 download)

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Book Synopsis Ad Serving Technology by : Gregory Cristal

Download or read book Ad Serving Technology written by Gregory Cristal and published by CreateSpace. This book was released on 2014-01 with total page 598 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 includes: 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.

Targeted

Author : Mike Smith
Publisher : AMACOM
ISBN 13 : 0814449018
Total Pages : 233 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Targeted by : Mike Smith

Download or read book Targeted written by Mike Smith and published by AMACOM. This book was released on 2014-11-19 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: Part history, part guidebook, part prediction for the future,?this book?tells the story of the companies, individuals, and innovations driving the revolution of online ads. Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled - online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Targeted takes listeners behind the scenes - examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. You will also learn about several key aspects such as: keyword micro-markets, ad serving systems, aggregated virtual audiences, new business models, and much more! Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.?This book is sweeping in scope and stripped of technical complexity. Targeted is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.

Adland

Author : Mark Tungate
Publisher : Kogan Page Publishers
ISBN 13 : 9780749448370
Total Pages : 316 pages
Book Rating : 4.4/5 (483 download)

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Book Synopsis Adland by : Mark Tungate

Download or read book Adland written by Mark Tungate and published by Kogan Page Publishers. This book was released on 2007 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.

Corporate Blogging For Dummies

Author : Douglas Karr
Publisher : John Wiley & Sons
ISBN 13 : 9780470901472
Total Pages : 434 pages
Book Rating : 4.9/5 (14 download)

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Book Synopsis Corporate Blogging For Dummies by : Douglas Karr

Download or read book Corporate Blogging For Dummies written by Douglas Karr and published by John Wiley & Sons. This book was released on 2010-07-13 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Establish a successful corporate blog to reach your customers Corporate blogs require careful planning and attention to legal and corporate policies in order for them to be productive and effective. This fun, friendly, and practical guide walks you through using blogging as a first line of communication to customers and explains how to protect your company and employees through privacy, disclosure, and moderation policies. Blogging guru Douglas Karr demonstrates how blogs are an ideal way to offer a conversational and approachable relationship with customers. You’ll discover how to prepare, execute, establish, and promote a corporate blogging strategy so that you can reap the rewards that corporate blogging offers. Shares best practices of corporate blogging, including tricks of the trade, what works, and traps to avoid Walks you through preparing a corporate blog, establishing a strategy, promoting that blog, and measuring its success Reviews the legalities involved with a corporate blog, such as disclaimers, terms of service, comment policies, libel and defamation, and more Features examples of successful blogging programs throughout the book Corporate Blogging For Dummies shows you how to establish a corporate blog in a safe, friendly, and successful manner.

Programmatic Advertising

Author : Oliver Busch
Publisher : Springer
ISBN 13 : 331925023X
Total Pages : 280 pages
Book Rating : 4.3/5 (192 download)

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Book Synopsis Programmatic Advertising by : Oliver Busch

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.

Computational Advertising

Author : Peng Liu
Publisher : CRC Press
ISBN 13 : 0429553250
Total Pages : 443 pages
Book Rating : 4.4/5 (295 download)

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Book Synopsis Computational Advertising by : Peng Liu

Download or read book Computational Advertising written by Peng Liu and published by CRC Press. This book was released on 2020-05-12 with total page 443 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Features · Introduces computational advertising and Internet monetization · Covers data processing, utilization, and trading · Uses business logic as the driving force to explain online advertising products and technology advancement · Explores the products and the technologies of computational advertising, to provide insights on the realization of personalization systems, constrained optimization, data monetization and trading, and other practical industry problems · Includes case studies and code snippets

Hands-on Programmatic In-house Digital Advertising

Author : Raghavendra Agarwala
Publisher : BPB Publications
ISBN 13 : 939103019X
Total Pages : 224 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Hands-on Programmatic In-house Digital Advertising by : Raghavendra Agarwala

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

Introduction to Programmatic Advertising

Author : Dominik Kosorin
Publisher :
ISBN 13 : 9788090713864
Total Pages : 0 pages
Book Rating : 4.7/5 (138 download)

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Book Synopsis Introduction to Programmatic Advertising by : Dominik Kosorin

Download or read book Introduction to Programmatic Advertising written by Dominik Kosorin and published by . This book was released on 2022-08-16 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Programmatic Advertising (Second Edition) offers a clear and concise introduction to programmatic advertising, from basic concepts to current trends. You will learn: How the open advertising ecosystem works. What are DSPs, SSPs, CDPs, OpenRTB protocol, preferred deals or supply-path optimization? Why data is the lifeblood of programmatic. How is data collected and used by publishers and advertisers to deliver maximum advertising efficiency? What has changed over the recent years. From a switch to first-price auction, to the emergence of consent-management platforms or universal auction adoption by publishers. Why is the demise of third-party cookies such a big deal. How will the programmatic advertising ecosystem respond to unprecedented identity and privacy changes? Where to focus now and in the future. Why are the biggest industry players betting on emerging channels like connected TV or retail media? Just like the well-received first edition, this book was written primarily with people who are new to the world of programmatic advertising in mind. This includes people just entering the industry, students, academics, or anyone who would like to better understand how programmatic works. Some of the topics covered in this book, such as identity or privacy, could be also useful to seasoned professionals.

Programmatic Advertising

Author : Alex Vasileiadis
Publisher :
ISBN 13 :
Total Pages : 170 pages
Book Rating : 4.6/5 (463 download)

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Book Synopsis Programmatic Advertising by : Alex Vasileiadis

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.

The Moral Status of Technical Artefacts

Author : Peter Kroes
Publisher : Springer Science & Business Media
ISBN 13 : 9400779143
Total Pages : 250 pages
Book Rating : 4.4/5 (7 download)

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Book Synopsis The Moral Status of Technical Artefacts by : Peter Kroes

Download or read book The Moral Status of Technical Artefacts written by Peter Kroes and published by Springer Science & Business Media. This book was released on 2014-01-08 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book considers the question: to what extent does it make sense to qualify technical artefacts as moral entities? The authors’ contributions trace recent proposals and topics including instrumental and non-instrumental values of artefacts, agency and artefactual agency, values in and around technologies, and the moral significance of technology. The editors’ introduction explains that as ‘agents’ rather than simply passive instruments, technical artefacts may actively influence their users, changing the way they perceive the world, the way they act in the world and the way they interact with each other. This volume features the work of various experts from around the world, representing a variety of positions on the topic. Contributions explore the contested discourse on agency in humans and artefacts, defend the Value Neutrality Thesis by arguing that technological artefacts do not contain, have or exhibit values, or argue that moral agency involves both human and non-human elements. The book also investigates technological fields that are subject to negative moral valuations due to the harmful effects of some of their products. It includes an analysis of some difficulties arising in Artificial Intelligence and an exploration of values in Chemistry and in Engineering. The Moral Status of Technical Artefacts is an advanced exploration of the various dimensions of the relations between technology and morality

Model Rules of Professional Conduct

Author : American Bar Association. House of Delegates
Publisher : American Bar Association
ISBN 13 : 9781590318737
Total Pages : 216 pages
Book Rating : 4.3/5 (187 download)

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Book Synopsis Model Rules of Professional Conduct by : American Bar Association. House of Delegates

Download or read book Model Rules of Professional Conduct written by American Bar Association. House of Delegates and published by American Bar Association. This book was released on 2007 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Model Rules of Professional Conduct provides an up-to-date resource for information on legal ethics. Federal, state and local courts in all jurisdictions look to the Rules for guidance in solving lawyer malpractice cases, disciplinary actions, disqualification issues, sanctions questions and much more. In this volume, black-letter Rules of Professional Conduct are followed by numbered Comments that explain each Rule's purpose and provide suggestions for its practical application. The Rules will help you identify proper conduct in a variety of given situations, review those instances where discretionary action is possible, and define the nature of the relationship between you and your clients, colleagues and the courts.

Data in Digital Advertising

Author : Dominik Kosorin
Publisher :
ISBN 13 : 9788090713802
Total Pages : 188 pages
Book Rating : 4.7/5 (138 download)

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Book Synopsis Data in Digital Advertising by : Dominik Kosorin

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.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

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.

Site Reliability Engineering

Author : Niall Richard Murphy
Publisher : "O'Reilly Media, Inc."
ISBN 13 : 1491951176
Total Pages : 552 pages
Book Rating : 4.4/5 (919 download)

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Book Synopsis Site Reliability Engineering by : Niall Richard Murphy

Download or read book Site Reliability Engineering written by Niall Richard Murphy and published by "O'Reilly Media, Inc.". This book was released on 2016-03-23 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: The overwhelming majority of a software system’s lifespan is spent in use, not in design or implementation. So, why does conventional wisdom insist that software engineers focus primarily on the design and development of large-scale computing systems? In this collection of essays and articles, key members of Google’s Site Reliability Team explain how and why their commitment to the entire lifecycle has enabled the company to successfully build, deploy, monitor, and maintain some of the largest software systems in the world. You’ll learn the principles and practices that enable Google engineers to make systems more scalable, reliable, and efficient—lessons directly applicable to your organization. This book is divided into four sections: Introduction—Learn what site reliability engineering is and why it differs from conventional IT industry practices Principles—Examine the patterns, behaviors, and areas of concern that influence the work of a site reliability engineer (SRE) Practices—Understand the theory and practice of an SRE’s day-to-day work: building and operating large distributed computing systems Management—Explore Google's best practices for training, communication, and meetings that your organization can use

Innovative Security Solutions for Information Technology and Communications

Author : Diana Maimut
Publisher : Springer Nature
ISBN 13 : 3030692558
Total Pages : 312 pages
Book Rating : 4.0/5 (36 download)

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Book Synopsis Innovative Security Solutions for Information Technology and Communications by : Diana Maimut

Download or read book Innovative Security Solutions for Information Technology and Communications written by Diana Maimut and published by Springer Nature. This book was released on 2021-02-03 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes the thoroughly refereed post-conference proceedings of the 13th International Conference on Security for Information Technology and Communications, SecITC 2020, held in Bucharest, Romania, in November 2020. The 17 revised full papers presented together with 2 invited talks were carefully reviewed and selected from 41 submissions. The conference covers topics from cryptographic algorithms, to digital forensics and cyber security and much more.

Mobile Communication and the Family

Author : Sun Sun Lim
Publisher : Springer
ISBN 13 : 9401774412
Total Pages : 194 pages
Book Rating : 4.4/5 (17 download)

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Book Synopsis Mobile Communication and the Family by : Sun Sun Lim

Download or read book Mobile Communication and the Family written by Sun Sun Lim and published by Springer. This book was released on 2016-02-04 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume captures the domestication of mobile communication technologies by families in Asia, and its implications for family interactions and relationships. It showcases research on families across a spectrum of socio-economic profiles, from both rural and urban areas, offering insights on children, adolescents, adults, and the elderly. While mobile communication diffuses through Asia at a blistering pace, families in the region are also experiencing significant changes in light of unprecedented economic growth, globalisation, urbanisation and demographic shifts. Asia is therefore at the crossroads of technological transformation and social change. This book analyses the interactions of these two contemporaneous trends from the perspective of the family, covering a range of family types including nuclear, multi-generational, transnational, and multi-local, spanning the continuum from the media-rich to the media have-less.

Proceedings of Sixth International Congress on Information and Communication Technology

Author : Xin-She Yang
Publisher : Springer Nature
ISBN 13 : 9811623775
Total Pages : 982 pages
Book Rating : 4.8/5 (116 download)

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Book Synopsis Proceedings of Sixth International Congress on Information and Communication Technology by : Xin-She Yang

Download or read book Proceedings of Sixth International Congress on Information and Communication Technology written by Xin-She Yang and published by Springer Nature. This book was released on 2021-09-23 with total page 982 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers selected high-quality research papers presented at the Sixth International Congress on Information and Communication Technology, held at Brunel University, London, on February 25–26, 2021. It discusses emerging topics pertaining to information and communication technology (ICT) for managerial applications, e-governance, e-agriculture, e-education and computing technologies, the Internet of things (IoT) and e-mining. Written by respected experts and researchers working on ICT, the book offers a valuable asset for young researchers involved in advanced studies. The book is presented in four volumes.