author David Bauckmann

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I have been working in online advertising for over 20 years, the last 10 years as a programmatic advertising specialist. Prior to that, worked in SEO and originally in website coding. He has a degree in geographic information systems.

I try to look at challenges with an open mind, looking for overlap and context to find the optimal solution. "Nothing stands alone, everything is part of the whole".

Throughout my career I have tried to educate myself and the faster technology evolves, the more I miss comprehensive textbooks. So I decided to help out and create some materials that I hope will help other people in the industry.

Programmatic header bidding in context

A practical textbook for publishers on maximizing revenue

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Free for universities and educational and professional organisations. Contact me for more details.


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Programmatic supply chain in context

A practical textbook on supply chain

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Free for universities and educational and professional organisations. Contact me for more details.

What My Readers Are Saying

A useful text about header bidding and the programmatic ecosystem of online advertising in general from a publisher's perspective. This is the missing title on the market. Contains a broader perspective on programmatic advertising that is useful for everyone from newcomers to publishers to aspiring freelancers.

Petr Kolář


You can spend days and weeks scouring blogs about programmatic advertising around the web, or you can read David's book in a few hours. I recommend the latter. Detailed, clear, readable, informative.

Martin Picek


David has written a unique book on RTB header bidding. It is very readable and clearly structured. It will help anyone who's looking for a specific case study or wants to get up to speed quickly on RTB HB. It should be in the library of every company that wants to effectively monetize their online space.

David Voracek


A very good overview of header bidding while at the same time functioning as a user guide. The myriad of additional content makes it an excellent tool for beginners, but also for advanced programmatic media specialists. I definitely recommend it to anyone who wants to effectively optimize advertising revenue.

Matěj Kolarovsky


I don't know of any publication that describes header bidding and the fields that influence it so comprehensively. I think that the information contained in this book will definitely help anyone set up header bidding correctly or significantly influence its effectiveness.

Eugen Cirák

Programmatic Consultant

David follows up with a great book on header bidding that every yield manager, ad server admin, and developer should read. He very clearly describes the technology itself, possible solutions, and their application to everyday practice. In this book you get a great overview of not only how the whole supply chain works, but also how to avoid ad fraud.

Petr Mareš (

Second David’s book on Programmatic is, again, remarkable. Well structured, easy to read, stuffed with mindblowing facts and brilliantly sourced for discipline experts. Useful both for Programatic junior position in agency or yield manager within publishing house, as well as CMO who needs to undestand how to reach for transparency and improve sustainability of the complex digital marketing efforts.

Martin Picek

David provided a truly comprehensive introduction to the AdTech industry. It's not necessary to read multiple blogs anymore. David has a unique ability to explain all aspects of AdTech with context. It's the ultimate resource for anyone in an AdOps role.

Jan Sunavec (FILMZIE)

The programmatic ecosystem is getting more complex every year. The journey of an ad impression from a publisher's website to an advertiser's buying system can be long and complex. At the same time, it's important for both parties to understand the process and be able to work with it and possibly optimize it. That's where this book can help – it provides a sufficiently detailed yet easy-to-understand description of the relationships in a supply chain, along with concrete examples and tips that both publishers and advertisers can use.

Lukáš Šmol (CPEx)

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