Long gone are the days when purchasing ads on TV or Radio were sufficient for improving Sales performances. In 1994, the first banner ad appeared on Hotwired.com and thus, the emergence of Digital Advertising. With the introduction of Google AdWords (in 2000), Google AdSense (in 2003), and Facebook ads (in 2007), digital advertising further evolved by leaps and bounds.
Digital Advertising today involves understanding customer behaviors and thus introduces the need for a transition to Advertising Technology (AdTech). In this Primer, we shall discuss AdTech, Programmatic Advertising, and Demand-side Platforms.
