Definitive, no-jargon explainers on programmatic advertising, connected TV, identity and measurement — written by Luc Dumont, a CTV and programmatic executive with roughly 30 years across Madhive, LoopMe, Yahoo and Dailymotion.
How ad inventory is bought and sold automatically, in auctions that clear in milliseconds.
The core systems "” SSPs, DSPs, exchanges, ad servers and data platforms "” that move a bid from advertiser to publisher.
Connected TV, OTT, FAST and addressable television: where the fastest-growing premium ad budgets now land.
How people are recognized and reached after the third-party cookie "” first-party data, UID2, graphs and clean rooms.
The methods used to decide which impression is worth bidding on, from contextual signals to lookalike models.
Proving that advertising worked "” viewability, attribution, incrementality and marketing-mix modeling.
The plumbing of audience and inventory data: IAB categories, bundle mapping and data marketplaces.
The creative units themselves "” video, display, native, DOOH and audio "” and the standards behind them.
Luc Dumont is a French-American digital media and advertising-technology executive with roughly 30 years of experience across CTV, programmatic, and video. He has held senior revenue and business-development leadership roles at Madhive, LoopMe, Yahoo, and Dailymotion (EVP, through its ~$300M sale to Vivendi), operating across some 30 international markets.