Introduction to Programmatic Advertising

Great to read for anyone who is new to programmatic or just anyone who'd like a refresher.As I was reading the fundamentals of programmatic it helped me connect some of the dots with more advanced concepts which I encounter in work so also useful if you've been involved with ad tech.

Great overview of programmatic.

The book Introduction to programmatic is very understandable. It describes all parts of the programmatic ecosystem. The author describes not only the basics, but also practice in using and the usual issues. There is information about DSP, SSP and DMP and their links and common usage in the book. There are basic descriptions of frauds, changing data between systems, visibility issues and other main points of programmatic. I can recommend the book to all people who want to look into the complexity of the programmatic ecosystem.

I found this book while actively searching for a primer on the topic of Programmatic Advertising. I read all of the previous reviews and took serious note of the comments critical of some apparent editorial lapses; admittedly, I did run across a handful. However, I had no trouble in putting them into context and moving ahead. I am glad that I gave more weight to the positive reviews!Mr. Kosorin has deployed a well-organized, balanced, and fairly complete book. It is properly entitled with the word "Introduction", which is exactly what I was looking for. This is an easy book to read. It touches on high level technical topics when relevant but does not require in-depth technical knowledge on the part of the reader. It is well-stocked with easily exploitable references to organizations, initiatives, and more in-depth sources of information.I highly recommend this book to anybody looking for a solid, high-level orientation to Programmatic Advertising.

This is an absolutely fantastic introduction to the insanely confusing world of programmatic and real time bidding. I think you get more out of this book if you read it along with "Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumer" by Mike Smith. Smith covers the history and evolution of programmatic and RTB and this book dives into more of the nitty gritty detail of programmatic advertising.

Have been looking everywhere for a good explanation of everything that is happening in programmatic. Not only did the author explain everything that's happening with this complicated topic in a simple and easy to understand manner, he did it in less than 150 pages! Highly recommend for anyone that wants actionable advice and a better understanding of the programatic landscape.

This helped accelerate my knowledge getting into the industry with the foundational terms.Definitely recommended for anyone in the digital ad space.

This book gives a comprehensive yet accessible overview of exactly how programmatic advertising works and it's implications and applications in a marketing and business context. I have made this standard reading for everyone at my company (a marketing data science company) from the sales team to the tech team. I was particularly impressed as it covers the entire landscape in a short amount of time without 'dumbing down' the content as many business books often do. In short if you work in or are in anyway associated with marketing/advertising/digital you should read this book.