This book has the honour of being the most expensive e-book I’ve ever purchased.
US$73.85.
Ouch.
I had just heard that Programmatic Advertising was about to explode in New Zealand and I wanted a definitive introduction, and this book promised to be it.
In the free preview I could see that every chapter had 2 or 3 different authors for a total of 45 authors.
That must be where the cost of the book adds up!
But actually, on the very last page it says that the authors waived their fees, and the proceeds are going to a charity called the Children’s Shelter Foundation.
Anyway, the book delivered what it promised.
Interestingly, this book doesn’t provide a concise definition, of what Programmatic Advertising actually is, so I’ve put my own together from a variety of sources.
What is “Programmatic Advertising”?
- Programmatic Advertising is a way to deliver digital advertising to the right person, at the right time in the right place
- It is the algorithmic purchase and sale of advertising space in real time, using a vast network of hi-speed machines and software to automate the buying, placement, and optimisation of media inventory via a bidding system
- Therefore, advertisers are able to tailor a specific message to a specific person to maximise the opportunity to convert exposure to an ad into an action that the advertiser wants the person to take