# References

This section lists the key resources, documentation, and publications referenced throughout this primer.

## Industry Standards & Documentation

- **[OpenRTB Specification](https://www.iab.com/guidelines/openrtb/)** by Interactive Advertising Bureau (2024). Standard protocol for programmatic advertising communication.
- **[IAB Standards & Guidelines](https://www.iab.com/guidelines/)** by Interactive Advertising Bureau (2024). Industry standards for ad formats, measurement, and viewability.
- **[Google Ad Manager API Documentation](https://developers.google.com/ad-manager)** by Google (2024). Comprehensive API documentation for programmatic ad serving.
- **[Facebook Marketing API](https://developers.facebook.com/docs/marketing-apis/)** by Meta (2024). Documentation for Facebook/Meta advertising APIs.
- **[Prebid.js](https://prebid.org/)** 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](https://www.adexchanger.com/)** - News and analysis on programmatic advertising and marketing technology.
- **[Digiday](https://digiday.com/)** - Media and marketing news and perspective.
- **[MarTech](https://martech.org/)** - Marketing technology news and analysis.