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Targeted : How Technology is Revolutionizing Advertising and the Way Companies Reach Consumers

By: Smith, Mike.
Material type: TextTextSeries: eBooks on Demand.Publisher: New York : AMACOM, 2014Description: 1 online resource (233 p.).ISBN: 9780814449011.Subject(s): Internet advertising | Internet marketing | Target marketingGenre/Form: Electronic books.Additional physical formats: Print version:: Targeted : How Technology is Revolutionizing Advertising and the Way Companies Reach ConsumersDDC classification: 659.1 | 659.111 LOC classification: HF6146 .I58 S65 2015Online resources: Click here to view this ebook.
Contents:
Cover; Title; Copyright; Contents; Acknowledgments; Introduction; Chapter 1: The Congested Online Ecosystem; Chapter 2: Search Engine Marketing; Chapter 3: Auctions and the Development of Paid-Search Advertising; Chapter 4: The Google Eclipse; Chapter 5: Display Advertising and the Advent of Ad Networks; Chapter 6: Real-Time Bidding and theTransformation of Online Advertising; Chapter 7: How Real-Time Bidding Works; Chapter 8: Right Media Builds Its Ad Server; Chapter 9: Real-Time Bidding in Action; Chapter 10: The Impact of Data on Digital Advertising
Chapter 11: Data Collection and Its Effect on PrivacyChapter 12: New Technologies; Notes; Index; A; B; C; D; E; F; G; H; I; K; L; M; N; O; P; Q; R; S; T; U; V; W; Y; Z; About the Author; Free Sample Chapter from It's Not the Size of the Data-It's How You Use It by Koen Pauwels
Summary: Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and Internet searches. But don't be fooled-online advertising is exploding. It's a crucial avenue for reaching consumers, though one that is often inadequately understood and poorly utilized. Part history, part guidebook, part prediction for the future, Targeted provides the first sweeping overview of today's new advertising landscape. It tells the story of the companies, individuals, and innovations driving this revolution, and takes readers behind the scenes-examining the
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Electronic Book UT Tyler Online
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HF6146 .I58 S65 2015 (Browse shelf) http://uttyler.eblib.com/patron/FullRecord.aspx?p=1707771 Available EBL1707771

Cover; Title; Copyright; Contents; Acknowledgments; Introduction; Chapter 1: The Congested Online Ecosystem; Chapter 2: Search Engine Marketing; Chapter 3: Auctions and the Development of Paid-Search Advertising; Chapter 4: The Google Eclipse; Chapter 5: Display Advertising and the Advent of Ad Networks; Chapter 6: Real-Time Bidding and theTransformation of Online Advertising; Chapter 7: How Real-Time Bidding Works; Chapter 8: Right Media Builds Its Ad Server; Chapter 9: Real-Time Bidding in Action; Chapter 10: The Impact of Data on Digital Advertising

Chapter 11: Data Collection and Its Effect on PrivacyChapter 12: New Technologies; Notes; Index; A; B; C; D; E; F; G; H; I; K; L; M; N; O; P; Q; R; S; T; U; V; W; Y; Z; About the Author; Free Sample Chapter from It's Not the Size of the Data-It's How You Use It by Koen Pauwels

Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and Internet searches. But don't be fooled-online advertising is exploding. It's a crucial avenue for reaching consumers, though one that is often inadequately understood and poorly utilized. Part history, part guidebook, part prediction for the future, Targeted provides the first sweeping overview of today's new advertising landscape. It tells the story of the companies, individuals, and innovations driving this revolution, and takes readers behind the scenes-examining the

Description based upon print version of record.

Reviews provided by Syndetics

CHOICE Review

Smith, vice president at Hearst Digital Media, offers an overview of digital advertising and its potential. The volume, largely distilled from approximately 400 interviews, is grounded in numerous examples that clarify and elaborate upon the complexities of new digital media. The author explains how Mad Men-style advertising approaches are being adapted to meet the habits of current digital consumers. Search engine marketing, the impact of Google, ad networks, paid-search advertising, real time bidding, and data collection and its effect on privacy make up the primary focus of this volume. The author concludes by examining the ways in which new technologies force the advertising industry to shift its course; his argument concentrates on how recent developments in mobile and smart phones have posed a challenge to classical advertising models. Certainly, he is on trend, denoting how, as users move toward tablets, mobile phones, and other handheld devices, society may have reached a post-PC era. Although the author's knowledge is expansive, this book might work better as supplemental reading on the subject. A better choice for answering reference questions might be Damian Ryan's hefty Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd ed. (2014). Summing Up: Recommended. Upper-division undergraduates and above. --Charles Wankel, St. John's University, New York

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