Abstract
As a technologist looking at the proximity market, I became conscious of our own ignorance of the world of advertising. When Anke Audenaert invited me to present a lecture on beacon technology to her MBA class, I sat in on her lecture on programmatic advertising. The synergy between our subjects was obvious and so was Anke’s experience and clarity.
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Notes
- 1.
According to PwC and the Interactive Advertising Bureau (IAB)’s July 2015 report.
- 2.
- 3.
en.wikipedia.org/wiki/HTTP_cookie
- 4.
en.wikipedia.org/wiki/Programmatic_media
- 5.
en.wikipedia.org/wiki/Ad_exchange
- 6.
en.wikipedia.org/wiki/Demand-side_platform
- 7.
en.wikipedia.org/wiki/Supply-side_platform
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© 2016 Stephen Statler
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Statler, S. (2016). A Programmatic Advertising Primer. In: Beacon Technologies. Apress, Berkeley, CA. https://doi.org/10.1007/978-1-4842-1889-1_14
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DOI: https://doi.org/10.1007/978-1-4842-1889-1_14
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