1. Players in the Ad Tech Space
http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/
Basics
http://www.business2community.com/communications/beyond-buzzword-programmatic-01182807
http://adexchanger.com/online-advertising/define-programmatic-buying/
http://adexchanger.com/online-advertising/programmatic-selling/
http://www.adopsinsider.com/ad-exchanges/supply-side-platforms/
http://digiday.com/platforms/wtf-supply-side-platform/
http://digiday.com/platforms/wtf-demand-side-platform/
http://www.nextmark.com/wp-content/uploads/2012/06/Online-Display-Media-Order-Sequence-
Diagram.pdf
http://www.iab.net/iablog/2014/11/top-10-things-you-need-to-know-about-programmatic.html
http://tapsense.com/blog/2014/03/12/mobile-ad-networks-dsps-rtb-programmatic-ssps-ad-exchanges-
dmps-explained/
http://programmaticadvertising.org/2014/10/07/how-to-choose-the-right-ssp/

2. RTB
http://www.adopsinsider.com/ad-serving/diagramming-the-ssp-dsp-and-rtb-redirect-path/
http://www.adopsinsider.com/ad-serving/how-dsps-ssps-and-ad-exchanges-work/
http://adexchanger.com/online-advertising/real-time-bidding/
http://www.adopsinsider.com/ad-serving/how-ad-serving-works-mobile-vs-web-environments/
http://www.adopsinsider.com/ad-serving/what-is-holistic-ad-serving/#more-733
http://www.adopsinsider.com/ad-exchanges/ssp-to-dsp-cookie-synching-explained/
http://adexchanger.com/the-sell-sider/waterfalling-a-new-hope/
http://adexchanger.com/the-sell-sider/the-barbell-strategy-revisited/
http://adexchanger.com/the-sell-sider/the-barbell-strategy-revisited/
Programmatic Beyond RTB
http://marketingland.com/primer-programmatic-beyond-rtb-125191
http://www.automatedguaranteed.com/
https://www.youtube.com/watch?t=45&v=86qHw2w0rPc
http://programmaticadvertising.org/2014/10/03/how-do-private-exchanges-benefit-publishers/
http://digiday.com/publishers/business-insider-pmp/

3. The rise of PMP (Business insider case study)- https://vimeo.com/127858782
Deep Dive on PMPs - https://vimeo.com/127858420
https://vimeo.com/112458797
https://vimeo.com/112137718
https://vimeo.com/124757958
Audience
http://www.adopsinsider.com/online-ad-measurement-tracking/data-management-platforms/data-
management-part-iv-syncing-offline-data-to-your-dmp/#more-475
http://marketingland.com/new-study-backs-up-iabs-70-percent-viewability-threshold-recommendation-
123788
https://www.admonsters.com/blog/segmenting-audience-extension
https://www.admonsters.com/blog/publisher-audience-extension-part1
https://www.admonsters.com/blog/publisher-audience-extension-part2

4. Fraud and Brand Control
http://adexchanger.com/online-advertising/the-book-of-fraud/
http://marketingland.com/brand-safetys-moment-arrived-last-110955
Viewability
http://adexchanger.com/online-advertising/defining-viewability-the-opportunity-to-be-seen-cant-tell-
you-if-an-ad-worked-or-not/
http://marketingland.com/googles-report-56-percent-ads-arent-seen-isnt-shocking-heres-110433
http://marketingland.com/affects-ad-viewability-5-factors-google-study-109876

5. http://adexchanger.com/the-sell-sider/viewability-a-currency-not-a-metric/
http://marketingland.com/iab-says-100-percent-viewability-isnt-possible-yet-70-percent-threshold-
111308
Native
Check attachment folder for documents related to Native
Analytics and Big Data
http://marketingland.com/data-powers-primary-benefits-programmatic-advertising-123404
http://www.iab.net/data/
https://www.youtube.com/watch?v=FOGSVT_2dBA

6. Quantitative Programmatic Advertising
http://www.labmatik.com/#!question-bank/c1aof