In 2016, one of the first books about programmatic advertising was published. I knew I couldn’t miss out on this book, and I’m glad that I didn’t. Here are a few of my personal observations.

If you consider yourself a programmatic insider, I definitely recommend that you read this book. It describes the fundamental principles of programmatic advertising and surveys the entire field without focusing on any specific technology or area of use. Although this book is not useful for solving particular technical problems, it will start you thinking and will expand your view of the whole field. It’s as if you have been traveling only within your specific area, and then one day someone puts you on a plane and shows you how your area fits into a larger whole. Only then can you see everything happening around you which you do not normally see.

Thus, it is useful for people in all areas: publishers, advertisers, agencies, and technology partners. A total of 45 industry experts helped to compile 22 professional chapters. The authors are representatives of well-known brands, such as Rubicon Project, ZenithOptimedia, SAP, TheAdex, Facebook, MediaMath, Criteo, Xaxis, LiveRail, Dentsu Aegis, Axel Springer, GfK, Adform, and many others.

I think that the largest contribution made by this book is that it provides a comprehensive view of the entire field of programmatic advertising. It describes the basics, including historical ties to previous technologies and marketing practices, and predicts how the field will develop in the future.
I definitely recommend this book to anyone who wants to work in programmatic advertising.

Editor: Oliver Busch
Publisher: Springer International Publishing Switzerland