References#
This section lists the key resources, documentation, and publications referenced throughout this primer.
Industry Standards & Documentation#
OpenRTB Specification by Interactive Advertising Bureau (2024). Standard protocol for programmatic advertising communication.
IAB Standards & Guidelines by Interactive Advertising Bureau (2024). Industry standards for ad formats, measurement, and viewability.
Google Ad Manager API Documentation by Google (2024). Comprehensive API documentation for programmatic ad serving.
Facebook Marketing API by Meta (2024). Documentation for Facebook/Meta advertising APIs.
Prebid.js by Prebid.org (2024). Open-source header bidding wrapper.
Books#
Programmatic Advertising: The Successful Transformation to Automated Digital Advertising by Oliver Busch (2016). Springer. ISBN: 978-3319250212.
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know by Mark Jeffery (2010). Wiley. ISBN: 978-0470504543.
Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing by Ron Kohavi, Diane Tang, and Ya Xu (2020). Cambridge University Press. ISBN: 978-1108724265.
Designing Data-Intensive Applications: The Big Ideas Behind Reliable, Scalable, and Maintainable Systems by Martin Kleppmann (2017). O’Reilly Media. ISBN: 978-1449373320.
Publications & News#
AdExchanger - News and analysis on programmatic advertising and marketing technology.
Digiday - Media and marketing news and perspective.
MarTech - Marketing technology news and analysis.