The AdTech Book

The platforms, processes, and players that make up the digital advertising industry

From the first-ever ad servers, to real-time bidding (RTB), through to header bidding. The AdTech Book provides a detailed overview of the entire digital advertising industry from the very beginning right through to today.

Whether you work in online advertising, build advertising technology, or simply want to learn more about the engines that power the Internet, The AdTech Book provides you with the answers to all the questions that you’ve ever had about online advertising.

Here’s a brief overview of what you’ll learn by reading this book:

• Discover the history behind the digital advertising industry and how it has evolved over the past 20+ years.
• Learn about the role each technological platform plays in the digital ecosystem and how they work.
• Understand how the various processes work behind the scenes to serve ads to online visitors.
• Identify the role data plays in online advertising, including how it is collected and utilized by advertisers and publishers.
• Learn about the terminology and acronyms used in digital advertising.
• Educate yourself about the challenges facing the digital advertising ecosystem, including ad fraud, ad blockers, ad viewability, and transparency.
• See the online advertising industry from the consumer’s perspective and how it powers the Internet.