Title
Targeted [electronic resource] : how technology is revolutionizing advertising and the way companies reach consumers / Mike Smith.
ISBN
9780814449011 electronic book
9780814434994
Published
New York : AMACOM, 2015.
Copyright
©2015
Language
English
Description
1 online resource (xiii, 208 pages) : illustrations
Call Number
HF6146.I58 .S65 2015eb
Dewey Decimal Classification
659.1/11
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. 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, this book 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, this book is sweeping in scope and stripped of technical complexity. -- Edited summary from book.
Note
Includes index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
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.
