At a recent workshop, I asked students to explain how online ads were planned and sold.
Puzzled faces stared back at me. The word ‘programmatic’ was mentioned.
“Okay, how does that work?”
I asked.
One student said that advertisers send a profile of the kinds of people they want to reach to a Demand Side Platform (DSP) and publishers send a request to a Supply Side Platform (SSP).
“And what happens in the middle?” I asked.
No answers.
James Ball’s new book provides the answers – and is therefore essential reading for anyone in advertising or marketing
My full review is published now in Aurora here