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?”
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.
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