It addresses the following questions: - To what extent are audiovisual media services and VSPs competing in the same markets as comparable services? - What conditions are shaping the levelness of the field on which they are competing? The investigation covered Belgium, France, Italy and the UK. This report contributes to policy debates by providing evidence on the dynamics of markets for audiovisual advertising in which both audiovisual media services (AVMSs) and video sharing platforms (VSPs) are operating. 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. 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 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. The learning resources are few and far between. Many undertake this challenge, unaware of the complexity that lies ahead.
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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. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. 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. Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time. Understand the marketing revelation that commercialized the Internet. It also covers new programmatic channels including TV, audio or print." Chapter seven is about new formats available programmatically, such as rich media, video, or native. Chapter six offers an overview of the current issues discussed across the digital ad industry - including fraud, viewability, attribution, ad blocking, or privacy. Mobile cookies, cross-device identification solutions, or location data are covered here.
Chapter five expands the scope of this book into mobile. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling.
Chapter four is all about data and ad targeting. Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, role of the Deal ID, and publisher prioritization including header bidding.
Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies. Here's a quick overview: Chapter one outlines the basic technologies enabling programmatic advertising - such as cookies, pixels, banner ads, or ad exchanges. The book is intentionally relatively short and dense, so it can be read over a weekend - and then kept on your desk for reference. If you are new to this revolutionary technology, it will help you get quickly up to speed. This book offers the first comprehensive introduction to the world of programmatic advertising. Programmatic advertising is the most exciting thing that happened in marketing in a long time- perhaps since the advent of mass advertising itself.