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.