Introduction to Programmatic Advertising Paperback – May 10, 2016

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.

It has all the basic definitions you need to understand to work in this industry but it is a little outdated

I was looking for a good ad tech textbook to use in a grad school class I teach at Harvard, and I found this gem. It's short -- only a 100 pages or so -- but it gets right to the point and does a good job covering all sides of advertising technology. I haven't found a better alternative, so I've been using it for a few years now. The author has another book on Data which is also good, but more narrow.

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.

Broke it down to the right categories and then explained the parts of each.I made plenty of highlights and I'll come back for reference.

Liked the overall explanation about how all tech involved work together and it was really well explained for the general audience. Some missing marketing principles could be more explored.

I was assigned to read this book for my course. It was very insightful and an excellent read for people trying to learn more on programmatic advertising.If your interested in learning the progress of marketing and artificial intelligence, this is a great read. Terms were easy to understand and concepts were explained clearly.

Great read for beginners. Includes all the modern adtech jargon and recent industry developments you need to understand as someone new to the industry. Concise and no BS.