Resources

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This is an ever-growing list of resources related to the world of digital media optimization. (Have a suggestion on a new resource? Email us at resources at adexchanger dot com.)

Define It

What Is Programmatic Buying? - AdExchanger.com
What is Programmatic Selling? - AdExchanger.com
What Is Real-Time Bidding? - AdExchanger.com
What Is Big Data? - AdExchanger.com
What Is An Algorithm? - AdExchanger.com

More AdExchanger "Industry Reactions"...

Ad Serving

Ad Serving 101, Revised - April 2007 (PDF) - Eric Picard
The Challenge of Scaling an Adserver - Mike On Ads
The State Of Digital Ad Operations (PDF) - Operative and DM2PRO
At-Risk Management – How Every Ad Ops Department Should Start Their Day - Ad Ops Insider
Why do Publishers and Marketers have Separate Ad Servers? - Ad Ops Insider
Ad serving explained - Inside AdSense

Attribution And Verification

Artemis Attribution Weighting Managing The Purchase Funnel (PDF) - Havas Digital's Media Contacts
Beyond Impressions and Clicks: New Metrics for Measuring the Effectiveness of Display Advertising Campaigns (PDF) - Channel Intelligence
Changing How the World Sees Digital Advertising (sign-up required) - comScore
DoubleVerify Trust Index (sign-up required) - DoubleVerify
Engagement Mapping: A new measurement standard is emerging for advertisers (PDF) - Atlas Solutions
The Forrester Wave: Interactive Attribution, Q4 2009, Forrester Research, Inc., October 2009 (PDF - sign-up required) - Forrester Research
Q2 2010 Online Advertising Safety Report (PDF - sign-up required) - AdSafe Media
Trends Of Time And Attention In Online Advertising (PDF) - Eyeblaster
Causal Attribution - Collective

Audience

Audience Selling For Publishers (signup required) - PubMatic
White Paper | Five ways to use syndicated research to measure advertising effectiveness (PDF - signup required) - Experian Simmons DataStream
Internet, Broadband, and Cell Phone Statistics - survey from November 30 to December 27, 2009 (PDF) - Pew Internet
Newspaper Sites September 2010 - Newspaper Association of America and Nielsen Online
Top 50 U.S. Web Properties for August 2010 - comScore Media Metrix
Top 50 U.S. Web Properties for March 2012 (PDF) - comScore Media Metrix
Demographics Explain Who, but Psychographics Explain Why - Run of Network blog

Behavior Targeting, Retargeting

Behavioral Targeting and the World of Data Driven Advertising (pres for B2B publishers) (PowerPoint) - Chris Hulse, Inflection Point Media
Year in review: Remarketing delivers better ads, better performance - Inside AdWords blog, Google
A Simple Tutorial on Conjoint and Cluster Analysis (Slideshare) - Iterative Path
Retargeting Success: A Guide to Getting Results with Personalized Retargeting (PDF download. Sign-up required) - ChoiceStream
Targeting Evolution (View and download PDF.) - Sarah Fay, former CEO, North America at Aegis Media

Brands

2009 Consumer New Media Study (sign-up required) - Cone, Inc.
Digital Challenge: Being Greater with Data (PDF) - Microsoft
Top U.S. Web Brands and Parent Companies for October 2009 - Nielsen

Cookies

Affiliate Cookie Stuffing White Paper - Convertro
Cookie Deletion White Paper - ComScore
Understanding the Impact of Cookie Deletion on Web Metrics - White Paper (PDF) - Atlas Solutions
Flash Cookies Explained - ghacks.net
Cookie Corrected Audience Data - White Paper, 2008 (PDF) - Quantcast
De-duplication Survey Study - White Paper, 2009 (Link to post with PDF) - Tag Man
Latency Case Study - White Paper, 2009 (Link to post with PDF) - Tag Man

Data

The IBM Global CMO Study (registration) - IBM
Forrester's "Hadoop Solutions" Wave Report (registration) - Forrester (via IBM)
Big Data: The next frontier for innovation, competition and productivity (PDF) - McKinsey & Company
Cross-Industry Study (sign-up required) - Krux Digital
The Many Data Hats a Company can Wear - Ghostery/Better Advertising
Whitepaper: Data Management Platforms Demystified (sign-up required) - BlueKai
Whitepaper: Data Management Platforms For Publishers (PDF) - BlueKai
The 2011 Digital Marketer: Benchmark and Trend Report (sign-up required at bottom) - Experian

Disintermediaton

Disintermediation of Online Display Advertising (Link to blog post with PDF) - From Darren Herman of Varick Media Management

Display

Display Advertising Industry Reference Wiki - AppNexus
2008 Display Ad Benchmarks (PDF) - DoubleClick
DoubleClick Rich Media Academy DoubleClick
2010 Collective Display Advertising Study (PDF) - Collective
Ad Revenue Report with Display Ad Ecosystem - PubMatic
Adify Vertical Gauge Report - Q2 2010 CPMs (PDF) - Adify
Client Briefing July 2011 (PDF) - The Jordan Edmiston Group Inc.
Digital Media Index (sign-up required) - Solbright
IAB Mid-Year Spending Report 2010 (PDF) - IAB
Interactivity Over Clicks (PDF) - Lotame
Keys to Online Display Advertising (on SlideShare - for download) - eMarketer
Quarterly Online Advertising Market Report: Emerging Trends & Landscape (sign-up required) - Rubicon Project
The Data‐Driven Web: Targeting, Optimization and the Evolution of Online Display Advertising (PDF - registration required) - Winterberry Group
The State of Digital Display (PDF - registration required) - Kathryn Koegel, Primary Impact
U.S. Online Display Advertising Spending 2008-2013 - eMarketer
Unicast US Analytics Benchmark Report Q1 2011 - Unicast

Email

Forrester Wave Report on Email Marketing Vendors - Forrester (via Responsys)

Industry Overviews

Agency Trading Desk, Basics Marketers Need to Know & Questions to As (PDF) - ANA
2010 Outlook Report (PDF) - Razorfish
The Race For The Digital Marketing Hub: Version 1.2 (PDF) - Dan Salmon, BMO Capital Markets
IAB 2010 Presentation: Brand Advertising Online and The Next Wave of M&A - Jordan, Edmiston Group, Inc.
IAB 2010 Presentation: Parsing The Mayhem: Developments In The Advertising Technology Landscape - GCA Savvian
LUMA Partners Ad Ecosystem Map - Terence Kawaja, LUMA Partners
Internet Trends 2011 - Kleiner Perkins Caufield Byers: Mary Meeker, Liang Wu
Review Of The Digital Advertising Ecosystem - Greg Stuart
The 2009 U.S. Digital Year in Review - comScore Media Metrix
US Interactive Marketing Forecast, 2009-2014 (requires signup) - Omniture

Exchange

One-sheeter from DoubleClick on Their 2.0 Ad Exchange (PDF) - Google
Ad Exchanges, Targeting and Optimization (PDF) - Gridley & Co.
Peeking Inside The Black Box Of Demand-Side Platforms And Exchanges (SlideShare presentation) - Adam Cahill, Hill-Holliday
The Forrester Wave: Demand-Side Platforms, Q4 2011 - (via MediaMath) Forrester Research
The Forrester Wave: SSPs, Q4 2011 - (via Admeld) Forrester Research

Glossary

DECODE Ad: Tech - BlueKai
Display Advertising Glossary - AppNexus
Interactive advertising terms - IAB
Learning About Network Theory - Bradford Cross
Networks & Exchanges Quality Assurance Guidelines (with Glossary) - IAB

Intent Data Insights

BlueKai Pulse Report for December 2009 (PDF) - BlueKai
BlueKai Pulse Report for February 2011 (PDF) - BlueKai

Lead Generation

Qualified Lead Demographics & Online Information Preferences of For-Profit College Leads (PDF) - EduDirectResponse

Mobile Display

HTML5 Apps: Positioning with Geolocation - Mobiletuts+
Millenial Media Monthly "Scorecard" (PDF - sign-up required) - Millenial Media
Mobile Display Advertising - Not Just Tiny Banners - Breakpoint Digital
Mobile Display Advertising Ecosystem Map - Marc Theerman, AdMeld
Razorfish Case Study (PDF) - Google
U.S. Mobile Advertising Spending 2008-2013 - eMarketer

Optimization

CPA Performance Trends On the Google Content Network - Google, April 2009
What are the seminal papers in distributed systems? - Quora
X+1 whitepaper: "Transform Your Digital Marketing" (Registration required)

Privacy

DAA Expands Self-Regulatory Framework Beyond OBA - 2011 -Digital Advertising Alliance
UK Office of Fair Trade Behavioral Advertising Study - 2010 (PDF) - UK Office of Fair Trade
U.S. Federal Trade Commission Complaint "On The Matter of Real-Time Targeting and Auctioning, Data Profiling Optimization, and Economic Loss to Consumers and Privacy" - 2010 (PDF) - DemocraticMedia.org

Real-Time Bidding

Agency RTB Landscape - Admeld - 2011 (PDF - signup required) - AdMeld
Getting Real - Ad Exchanges, RTB, and the Future of Online Advertising (PDF) - DeSilva+Phillips
Online Video RTB Primed For Dramatic Growth (sign-up required) - Forrester Research (via SpotXchange)
Mechanics of RTB - The Rubicon Project
Real-Time Bidding From the Publisher Perspective - PubMatic
RTB Hits The Mainstream (2011 - sign-up required) - AdMeld
RTB Part I — What is it? - Mike On Ads
RTB Part I — Follow Up - Mike On Ads
RTB Part II — Supply supply supply! - Mike On Ads
RTB Serving Speed - Mike On Ads
RTB Part III — Cookies & User Data - Mike On Ads
Video: Learn how real-time bidding is defined and trends in RTB in under one hour - IAB Interactive Insights Webinar (on DoubleClick For Publishers blog)
DoubleClick Ad Exchange Real-Time Bidding Protocol (videos - 2012) - Google Developers

Product

An online marketer's guide to the full product life cycle - Eric Picard, TRAFFIQ

Search & Display

The Effects of Display Media On Search Traffic - Efficient Frontier, August 2009
Display Advertising Impact: Search Lift and Social Influence (PDF) - Stanford University
Infographic: How Online Display Advertising Affects Search - Yahoo!
Search & Display: A Powerful Combination - research (sign-up required) - Eyeblaster
Search and Display White Paper - Yahoo!
Whither The Click - Discusses the positive affect of display advertising - Comscore, November 2008

Selling Practices

OpenX study on Direct Ad Selling Practices (sign-up required) - OpenX

Social Media

Dynamic Logic's Ad Reactions 2009 study - Dynamic Logic

The Stack

Boston Consulting Group's Busby Reviews The Data Stack - AdExchanger.com
The Advertising Technology Stack - Brian Tomasette
The Geo Stack - Chris Dixon

Video

Online Video RTB Primed For Dramatic Growth (sign-up required) - Forrester Research (via SpotXchange)
Digital Video Advertising Trends: 2012 - BREAK Media
Mixpo Whitepaper: The New Normal for Promoting Tune-In - Mixpo
An Inside Look at Demand Side Perceptions of Digital Video Advertising, 2011 (PDF) - IAB
2011 State of the Industry Report (PDF) - Yume and DIGIDAY
Quarterly Joint Research Report, Q2 2010; Special Feature: Brand Marketers & On-Site Video Initiatives - TubeMogul and BrightCove
BrightRoll 2011 Video Advertising Report - BrightRoll

Venture Capital, Entrepreneurialism

How To Pitch A VC (Slideshare) - Dave McClure
Perfecting Your Pitch (PDF) - Guy Kawasaki
The Essential Startup Reader: 10 Lessons in Entrepreneurship - Om Malik
The Science-ification of Media (video) - Terence Kawaja, LUMA Partners
The Web Of Ad Technology Funding - Brent Halliburton (on AdExchanger.com)