HTML and CSS Reference
This chapter has reviewed in exhaustive detail what goes into a typical advertising campaign process. You've seen
how agencies develop strategies to achieve an advertiser's goals, vision, and business objectives. Also discussed was
how media is found and purchased, whether by means of traditional buying or through a trading desk using the real-
time bidding approach. You saw, too, how creative design and development are handled and how digital storytelling
is a key element in a successful campaign. You took a look at how an ad server receives assets and adds tracking to
leverage information about a viewer and tailor messaging. You saw how analytics and reporting from the ad server
equate to payments as well as knowledge and insight into future campaigns. Many industry terms were introduced;
many key points about the industry, including privacy and publisher specs, were discussed. For you to go over this
information is extremely important; the rest of the topic will touch on concepts and terminology outlined here.
It's time now to take what you know about the campaign process into Chapter 2, where we take a deep dive
into understanding what brought us here today and look at the technology that started it all. It's a bit of a history
lesson, but it sets the stage for how HTML5 became so prevalent in 2012 and how advertising needed to adjust and
If you're ready, let's continue . . .