Targeted: how technology is revolutionizing advertising and the way companies reach consumers

by Smith, Mike

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Title Statements

Full title :Targeted : how technology is revolutionizing advertising and the way companies reach consumers / Mike Smith.

Summary

Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled--online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Part history, part guidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. It takes readers behind the scenes--examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness. From keyword micro-markets and ad serving systems to aggregated virtual audiences and new business models, Targeted is sweeping in scope and stripped of technical complexity. It is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.

Edition Statements

Publication Date:©2015

Publication Statements

Publisher(s):Amacom
Place of Publication:New York
Language:eng
Publication Date:©2015

Notes

Includes index.

The Physical Object

Description:1 online resource (233 pages) : : illustrations

Edition Identifiers

ISBN:9780814449011, 0814449018
oclc:ocn893677321
LC Classification:HF6146.I58
Dewey Decimal:659.1/11

The congested online ecosystem -- Search engine marketing -- Auctions and the development of paid-search advertising -- The Google eclipse -- Display advertising and the advent of ad networks -- Real-time bidding and the transformation of online advertising -- How real-time bidding works -- Right media builds its ad server -- Real-time bidding in action -- The impact of data on digital advertising -- Data collection and its effect on privacy -- New technologies.

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