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Ad Serving Technology: Understand the marketing revelation that commercialized the Internet Paperback – 4 Jan 2014

4.3 out of 5 stars 4 customer reviews

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Product details

  • Paperback: 596 pages
  • Publisher: CreateSpace Independent Publishing Platform; 1 edition (4 Jan. 2014)
  • Language: English
  • ISBN-10: 1484867572
  • ISBN-13: 978-1484867570
  • Product Dimensions: 15.2 x 3.4 x 22.9 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 315,109 in Books (See Top 100 in Books)

Product Description

About the Author

Gregory Cristal is an expert consultant in third party ad serving, cross channel ad delivery (including TV) and tracking technologies, working in the industry of digital advertising since 2004. His previous employers include Yahoo!, Travelocity, i-level, Microsoft and DG/Mediamind. His expertise in technology and market coverage extends from origins in UK specific, to EMEA and with a global expertise from 2012 onward. He currently works for DG/Mediamind as Director of Global Accounts but writing and authored opinion remains his own and does not represent the opinion of his employing organization. Further information can be found on LinkedIn or http://cristalconsultancygroup.com


Customer Reviews

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Top Customer Reviews

Format: Paperback Verified Purchase
I bought this book to improve my understanding of ad-serving technology, and have found it extremely informative, detailed, descriptive, and one that has vastly benefited my understanding of ad-serving, dynamic creative, and rich media. It now sits pride of place on my desk using it to leverage my own work and improve my overall marketing knowledge.
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Format: Paperback Verified Purchase
Great to have all this info in one place and i'd sure like to have coffee with this guy. However, how this book went to print I do not know. There are spelling mistakes/grammatical errors galore which makes for awkward reading. I personally felt that the book jumps around from topic to topic and I also felt like it was biased towards the advertiser (in fact I got the impression he doesn't rate publishers, even saying they use fraudulent activity to generate clicks, which is most definitely not true of all publishers!). Overall the content here is good but I just wish it was better written and organised - it does make me question overall accuracy. I also would not use his consultancy if this is the level of detail paid to his work. Rewrite and republish!
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Format: Paperback Verified Purchase
At almost 600 pages I was pretty shocked when this book arrived, i didn;t realise there was quite so much to learn on the topic of ad serving but I wanted to get to grips with the topic for my new media agency role as an account director. The size of the book was pretty daunting but actually the material is quite accessible early on and then builds on simple concepts until by the end there is a confident engagement with must surely be all the capabilities of this type of technology. I've been trafficking ad campaigns for a year already but what i have been doing is only a small part of a bigger ecosystem it seems..

The good thing about this book is that you can dive in and out on a whole manner of subjects like attribution modelling, conversion tag piggybacking and a whole journey of the ad from concept to delivery. In fact this book has probably been one of the most concise introductions to digital advertising i've ever come across.

Its now sitting on my desk and occasionally ends up on the desk of those of my immediate team, its a great resource I just would have prefered a hardback copy as the spine is already starting to show some wear and tear.
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Format: Paperback Verified Purchase
Good overall background to all ad serving
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x8aa6c200) out of 5 stars 22 reviews
11 of 11 people found the following review helpful
HASH(0x8a64ed38) out of 5 stars A Decent Industry Overview Marred by Incomprehensibly Bad Writing 28 May 2015
By Just Some Guy - Published on Amazon.com
Format: Paperback Verified Purchase
This book is a useful high-level overview of the digital advertising/marketing space. It offers good insights into certain job functions within that ecosystem, most specifically media planners, media buyers, and ad traffickers. It also offers a good general overview of the core ad types and the core feature set offered by the most popular ad servers. To that end it has proven to be a good purchase for me overall, as I am a creative developer who was hoping to gain a broader understanding of the whole digital advertising ecosystem.

Unfortunately I have 2 major gripes about the book: 1) It's completely useless on a technical level. Don't buy it expecting to gain anything but the most surface level of understanding for how any of the actual gears of the online ad world fit together. This is in no way a technically informative book. 2) This is without a doubt the most difficult book to read I have ever encountered, owing to an overwhelming abundance of grammatical errors, typos, incomplete sentences, and just plain bad writing across the board. Every single page of the book seems to have AT LEAST 2 blatant errors that should have been flagged by an editor. I'm not even a very good writer, and I felt that I found something that was just plain wrong, from a writing perspective, in almost every single paragraph. Overall the writing measures up to perhaps a 10th grade student's level, and I must admit that I was frequently left scratching my head wondering if the author learned English as a second language (and not well learned). It's that bad.

Final word – as a high level overview of the digital ad space, I'd give it 4 stars. As a technical book, which its title implies it is, I give it 1. The writing, well, that deserves maybe .25. So overall I give it a generous 2 star rating. There is value in this book, as long as you can stomach the atrocious writing and editing and parse the value after trudging through that minefield.
4 of 4 people found the following review helpful
HASH(0x8b676384) out of 5 stars Self-publishing is not an excuse for really bad English 17 Jun. 2015
By C. S. - Published on Amazon.com
Format: Paperback Verified Purchase
The book provides an interesting but shallow overview of the industry. But the English is SO BAD and with so many mistakes that is difficult at times to follow the ideas. While the author might have experience in the tech side, it is obvious that never worked for an agency or as a marketer. The Marketer perspective is nothing but stereotypes of the profession.
My recommendation to the author - get a real editor. While there might be value in the ideas presented, the language and presentation totally diminish it.
Huge disappointment
1 of 1 people found the following review helpful
HASH(0x8b6762dc) out of 5 stars I think the book is valuable specially for non-heavy technical people who want to enter the Ad-Tech & need to get a better under 13 Jun. 2015
By Kazem - Published on Amazon.com
Format: Paperback
I have been in Ad-Tech space for the last four years specializing designing programmatic Ad Buying algorithms for AdTech companies powered by machine learning & big data analysis. This book has been suggested to me by a colleague. I've found values in the book specially the efforts the author put together to cover the Ad-Tech spectrum from the Publishers end to the Advertisers end. I think the book is valuable specially for non-heavy technical people who want to enter the Ad-Tech & need to get a better understanding of the space such as who the players are and how different tech pieces work together to deliver the ad serving services.

Due to my heavy tech background, I would rather to see deeper technical materials & discussions in the book. But, that's only my personal preference and probably doesn't reflect the audience set that the author has been targeting in this book.
1 of 1 people found the following review helpful
HASH(0x8a65018c) out of 5 stars a GREAT NUMBER of typos and poorly constructed and edited sentences 16 Oct. 2015
By Mark Gilbert - Published on Amazon.com
Format: Kindle Edition Verified Purchase
There are, as many have noted, a GREAT NUMBER of typos and poorly constructed and edited sentences, and sometimes it's truly difficult to understand what the author is communicating. That said, Cristal very clearly knows his subject from a practitioner's perspective, and covers - almost always I found in just the right amount of detail - a wide ranging at times complicated subject. Having read the book I feel very well versed in not only ad server operations, but digital marketing in general. There aren't many such authoritative sources out there right now in this particular area, and this is the most authoritative source I found. So if you want or need to know about ad server operations and digital marketing, you should read this book (but some editing by the author would make that a little bit easier and more enjoyable)!
2 of 3 people found the following review helpful
HASH(0x8b157abc) out of 5 stars Like reading a sophomore's first draft 28 Feb. 2015
By The Goshfather - Published on Amazon.com
Format: Paperback Verified Purchase
The amount of typos in this book are literally insane, I could overlook it for the first few chapters but after that it becomes basically unreadable. The actual content is pretty helpful, if you can decipher what the author is actually trying to say. It's hard to perceive the author as professional or an expert in the field when he couldn't think to proofread his own book, though. Do not recommend.
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