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

• Record Nr.: UNINA9910818102903321
• Autore: Smith Mike <1966->
• Pubbl/distr/stampa: New York : , : AMACOM, , 2015; ©2015
• ISBN: 0-8144-4901-8
• Edizione: [1st edition]
• Descrizione fisica: 1 online resource (233 p.)
• Disciplina: 659.1; 659.111
• Soggetti: Internet advertising; Internet marketing; Target marketing
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Includes index.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: ""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 Privacy""; ""Chapter 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 Itâ€?s Not the Size of the Dataâ€?Itâ€?s How You Use It by Koen Pauwels""
• Sommario/riassunto: 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-examin