Hands-on
Programmatic In-house Digital Advertising Learn Data Design, AI Implementation, Bidding Strategies, and Strategic Thinking
RAGHAVENDRA AGARWALA
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Hands-on Programmatic In-house Digital Advertising Learn Data Design, AI Implementation, Bidding Strategies, and Strategic Thinking
Raghavendra Agarwala
www.bpbonline.com
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FIRST EDITION 2022 Copyright © BPB Publications, India ISBN: 978-93-91030-193 All Rights Reserved. No part of this publication may be reproduced, distributed or transmitted in any form or by any means or stored in a database or retrieval system, without the prior written permission of the publisher with the exception to the program listings which may be entered, stored and executed in a computer system, but they can not be reproduced by the means of publication, photocopy, recording, or by any electronic and mechanical means.
LIMITS OF LIABILITY AND DISCLAIMER OF WARRANTY The information contained in this book is true to correct and the best of author’s and SXEOLVKHU·VNQRZOHGJH7KHDXWKRUKDVPDGHHYHU\HͿRUWWRHQVXUHWKHDFFXUDF\RIWKHVH publications, but publisher cannot be held responsible for any loss or damage arising from any information in this book. All trademarks referred to in the book are acknowledged as properties of their respective owners but BPB Publications cannot guarantee the accuracy of this information.
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Published by Manish Jain for BPB Publications, 20 Ansari Road, Darya Ganj, New Delhi-110002. www.bpbonline.com
Dedicated to My beloved Parents: Dr. Vijaya Agarwala Dr. R.C. Agarwala & My wife Smita and My Daughters Shivalika and Vedika
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About the Author I am Raghavendra Agarwala, commonly addressed by Raghu. I have been working with professional software development since 1995. I have rich experience of 18 years in the mobile marketing and digital advertising industry. Over a while, I have designed and sometimes coded Content Management Systems, Service Delivery Platforms, Data Pipe Platforms, Bidders, Biddable Media Exchanges, Customer Data Platforms, Data Management platforms and related systems.
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About the Reviewer Kanika Bhandari is a professional Digital Marketing Strategist who’s primary goal is teach people about the power of Digital marketing. She has a total of 7 years of experience in the digital industry and is also a successful Udemy Instructor. Her hands on marketing experience has helped her to gain a deep knowledge about the most modern marketing techniques. She loves talking and teaching about Programmatic Advertising, SaaS marketing, OTT advertising etc. Passionate about digital marketing, Kanika is now working as an independent consultant and has EHQHÀWWHGQXPHURXVFOLHQWVZLWKKHUGHHSNQRZOHGJH Her career is a blend of Sales, marketing and analytics. As a sales person she has helped a lot of small business clients to grow their sales by 15%, month on month basis. With her amazing marketing style she has consulted a lot of SaaS clients to create a super buzz in Prelaunch phase. In her spare time, Kanika enjoys reading, trekking and cooking.
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Acknowledgement There are a few people I want to thank for the continued and ongoing support they have given me during the writing of this book. First and foremost, I would like to thank my father for continuously encouraging and pushing me for writing the book — I could have never completed this book without his support. I also want to thank my colleagues Rishi, Rohit and Garvit who supported me on this journey. I also would want to thank my industry friends who helped me to constantly focus and navigate through tricky topics. My gratitude also goes to the team at BPB Publications for being supportive enough to provide time and give rather quick responses. I also would like to thank Nrip who seeded the idea and gave me enough comfort to pursue on this journey. Finally, I thank everyone who encouraged me. It was a much tougher undertaking WKDQ,LQLWLDOO\LPDJLQHG,IHHOJUHDWWKDWÀQDOO\,ZLOOEHDEOHWRFRQWULEXWHWRWKH ecosystem that has given me a livelihood.
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Preface This book tries to cover all the aspects of programmatic in-housing. It is designed WRKHOSXQGHUVWDQGWKHGLͿHUHQWEXLOGLQJEORFNVLQWKHHFRV\VWHP7KHUHDGHUZLOO ÀQG WKDW WKH FKDSWHUV DUH LQGHSHQGHQW LQ WKHLU FRQWH[W DQG DV D ZKROH RQH FDQ get a good head start to implement an in-housing project. In general, the book is designed to help architects, business analysts and possibly C-Level executives in exploring the options around solutions and services. I have purposely kept the buy and sell side of the aspect together so that one can understand both sides of working. Chapter 1, Cookies and other IDs: Cookies and ID mechanics are the primary sources of identifying, tracking and targeting a user. The whole world of internet IDs working around cookies and device ID(GAID/IDFA and so on). It becomes imperative to understand the basic working before getting into more advanced topics. Having said that ID mapping is a very technical aspect of the programmatic ecosystem. For a more business-focused approach, one can easily skip this chapter and still would be able to make sense of the rest of the book. Chapter 2, Data and AI Strategies: Everyone knows that data is oil but few know WKDWLW·VFUXGHRLO,WWDNHVDORWRIHͿRUWWRVWUXFWXUHLWSURFHVVLWDQGÀQDOO\GHULYH some value out of it. This chapter helps to provide a sense of the data sources that are available, their place in the ad-tech data universe, some sample processes and some AI implementations. The idea is to look at data in terms of value. This become one of the most important chapters and it’s also a precursor to Chapter 3 working of CDP & DMP. Chapter 3, Working of DMP and CDP: DMP and CDP help in data acquisition, arrangement, grouping, indexing and AI/ML model processing etc. CDP and DMP bring methods in the madness of the data. The chapter helps in the understanding of the construct and the use-cases that it helps in the ad-tech ecosystem. Chapter 4, Exchanges, Ad-Servers and Header Bidding: Helps understand the various monetization stack from the publisher’s perspective. These systems are necessary for revenue maximization. The programmatic ecosystem is fairly FRPSOH[DQGWKHXQGHUVWDQGLQJRIKRZGLͿHUHQWSLHFHVÀWEHFRPHVHVVHQWLDO$ must-read for all publishers.
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Chapter 5, Bidders and Meta DSP: Helps us understand the various media buy FRPSRQHQWVWRROVDQGSODWIRUPV0HGLDEX\LQJUHTXLUHVFDQEHGRQHYLDGLͿHUHQW bidding strategies. It’s important to understand how these things work to be able to design, implement and use them optimally. It’s a must for all Brands that do programmatic buying. Chapter 6, Data Privacy by Design: Ad-Tech revolves around data and data revolves around user privacy. It’s important to understand the GDPR paradigm DQG WKH LGHD EHKLQG LW WR EH DEOH WR KDQGOH GDWD ÁRZV IRU GLJLWDO DGYHUWLVLQJ Privacy also can determine the number of options. This is a must for brands and publishers. Chapter 7, In-housing - The way forward: Provides a high-level view of the inhousing and how one can connect all the dots in the ecosystem. It prepares the reader to undertake the in-housing journey.
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Downloading the code bundle and coloured images: Please follow the link to download the Code Bundle and the Coloured Images of the book:
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