Name: Hands-on Programmatic In-house Digital Advertising
Price: 19.95 USD
ISBN: 9789391030193

BPB Online LLP

Raghavendra Agarwala

Hands-on Programmatic In-house Digital Advertising

US$ 19.95

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Description

Contents

Reviews

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

Language

English

ISBN

9789391030193

dmp

exchange

programmatic in-housing

breaking duopoly in the programmatic

programmatic journey

programmatic checklist

cdp checklist

programmatic in-housing strategy checklist

Cover Page

Title Page

Dedication Page

About the Author

About the Reviewer

Acknowledgement

Preface

Errata

Table of Contents

1. Cookies and Device IDs

Introduction

Structure

Objective

Working of cookies

Working with cookies and device ID

The first-, second-, and third-party cookies

Cookie syncs

ID maps between DSP/bidder, DMP, and exchanges

Impact of deprecation of third-party cookies

Conclusion

Questions

Solutions

2. Data and AI Strategies

Introduction

Structure

Objective

Different types of data sources

RTB stream

Auction logs

Third-party data

Personal identifiable information

Events

Behavioral, deterministic, and intend data

Types of data strategies

Feature engineering to formulate a strategy

AI- and ML-driven goals

Thinking the audience first way

Conclusion

Questions

Solutions

3. Working of DMP and CDP

Introduction

Structure

Objective

Defining DMPs and CDPs

DMP

CDP

Use cases of ad-tech-focused DMPs and CDPs

Data activation

Buy-side ROI

Sell-side monetization

Engagement

Data acquisition methodologies

Hierarchies and segments

Data transparency aspects

The first-, second-, and third-party data

AI-generated segments

Types of segments

Attribution

Overlaying data of different data sources

Recommended Big Data-based architecture for an in-housed CDP

Challenges of activating data

Conclusion

Questions

Solution

4. Exchanges, Ad-Servers, and Header Bidding

Introduction

Structure

Objective

Introduction to programmatic

Working of the Real-Time Bidding (RTB) protocol

Key data in a bid request

Working of an exchange

Architecture

First- and second-price auction mechanism

Mediation – mapping multiple demand sources

Supply paths

Working of an ad-server

Working of a header bidding system

Client versus server side

Why competing with DFP became utterly necessary?

Ad-frauds generated by publisher and fraud publisher

Measurement KPIs and techniques

Optimization techniques

Strategic thinking

Conclusion

Questions

Solutions

5. Bidders and Meta DSPs

Introduction

Traditional methods

Structure

Objective

Reference bidding architecture

Retargeting

Similar users versus contextual

Key performance indicators – KPIs

A typical programmatic campaign structure

Using data in media buy

Bidder

Supply path optimization

Bidder reference design

Working of a programmable bidder

AI algorithms in working

Use CRM data for bidding

Creating and activating CRM segments

Meta DSP

Laying on top of bidders and networks

CDP – tracking user journey and data activation

Optimization

Attribution and tracking systems

How an ad-network works

Managing brand safety

Measurement KPIs and techniques

BOTS

Conclusion

Questions

Solutions

6. Data Privacy by Design

Introduction

Structure

Objective

The data privacy landscape

GDPR – the reference regulation

The other regulations in play

Meaning of privacy for the programmatic

Contextual targeting versus audience targeting

Privacy by design

Incident management

Consent traversal

Data audit management

Consent life cycle

Conclusion

Questions

Solutions

7. In-Housing – The Way Forward

Introduction

Structure

Objective

Key goals

Self-assessment

Understanding the supply chain

In-housing – Goal 1 - manage supply chain effectively

Architecture

Advertiser

Greenfield

Brownfield

Data in-housed and looking for the next step

Publisher

Key factors for consideration

Build versus buy

Talent

Duopoly

Transparency

Privacy

Auction

Relationships

Short/long-term strategy

Conclusion

Questions

Solution

Annexure 1

Index

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