Fundamentals of Online Advertising

The Fundamentals of Online Advertising session will explore the evolution of the online advertising ecosystem and a variety of related topics, including basic ad delivery and reporting, online and mobile platforms and data flows, real-time bidding (RTB), and analytics, as well as an overview of the current developments affecting the future of ad tech. Participants will gain an understanding of: - The basics of online advertising and its evolution over time, including how browsers work; the flow of data between websites, ad tech providers, and intermediaries; and the terminology; - The intricacies of programmatic advertising, including real-time bidding (RTB), and the interplay between the various participants in the ecosystem; - How data from users’ activities across different websites or platforms is used for targeted advertising; and - Challenges affecting the future of online advertising, including deprecation of third-party cookies, platform requirements for tracking in mobile apps, and key laws and regulations that guide the ad tech sector.