Article title: PROGRAMMATIC-ADVERTISING AND HOW IT WORKS

Article author: Pogorelova Elena Vadimovna, Kolotilina Maria Alexandrovna

Number of pages: 6

Contact mail: jour.ru@gmail.com, ms.kolotilina@bk.ru

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Annotation:
The inevitable problem of mobile traffic monetization is one of the main factors in the growth of data-driven marketing efficiency. Media publishers will either solve this problem with a sensible mix of data and content, or perish. But mobile web technology is also a huge opportunity. The web of things takes programmatic advertising into new dimensions. The combination of real user data and online data will open up new possibilities. The terms "software", "automation" and " RTB " cause a lot of confusion in the digital technology market, meaning different things to different people. This article provides explanations and comparisons of software terminology. Objects and subjects of programmatic advertising are highlighted.

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