eBook | White Paper

Over the years, the advertising business has moved from a mostly manual ecosystem to one driven by machine learning algorithms, programmatic platforms and automated ad serving technology, where even direct media sales are mediated by Martech solutions. Even though such innovations increased efficiency, they also added complexity to the process of buying and selling ad space, making the programmatic ecosystem so fragmented that most publishers struggle to derive the best returns on their ad inventory.

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Pages

Chapters

Why

  • We’ve developed this “primer” to cut through the complexity of the still-evolving digital media sector, and specifically, to bring media professionals like you up to speed on all things “programmatic,” so they can derive the best possible results from their digital media initiatives.

What’s Inside

  • History and Definitions : How the law of supply and demand influences programmatic buying and selling.

  • Optimization : How publishers can maximize the revenue from their digital inventory

  • Benchmarks & Indicators: How success is best measured using two new, revenue-driven KPIs: ARPU and ARPUM.

  • Privacy :How user privacy and protection legislation (including GDPR and CCPA) affect how marketers do business in the digital age.

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