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

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AMACOM, 2014 M11 19 - 240 páginas
Nowadays, we fast-forward through commercials and we only pick up magazines at the doctor’s office (and even then only if our phone’s battery power is low!). But the one place of advertising we cannot avoid for longer than a few minutes is online--the vast and shifting Internet universe filled with pop-ups and our own personalized cookies. In fact, an advertising avenue that barely existed 20 years ago is now the second-largest advertising channel in the United States--and is still growing!Part history book, part guidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. This one-of-a-kind resource takes readers behind the scenes--examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Author and COO Mike Smith, a proven authority on how using real-time bidding systems with finesse can dramatically promote online advertising and branding, has provided an essential resource for anyone interested in finding and connecting with customers in the astronomically large universe we call the Internet that is only growing more aware and specialized for each of its millions of users.
 

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Contenido

Introduction
3
The Congested Online Ecosystem
13
Search Engine Marketing
25
Auctions and the Development of PaidSearch Advertising
33
The Google Eclipse
43
Display Advertising and the Advent of Ad Networks
49
RealTime Bidding and theTransformation of Online Advertising
59
How RealTime Bidding Works
69
RealTime Bidding in Action
99
The Impact of Data on Digital Advertising
111
Data Collection and Its Effect on Privacy
133
New Technologies
157
Notes
187
Index
201
About the Author
209
Free Sample Chapter from Its Not the Size of the DataIts How You Use It by Koen Pauwels
210

Right Media Builds Its Ad Server
79

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Acerca del autor (2014)

Targeted's author Mike Smith is Vice President of Revenue Platforms and Operations at Hearst Magazines Digital Media and General Manager of Core Audience at Hearst Corporation. The former President of Forbes.com and former Chief Digital Officer of Forbes Media, Smith is an authority on how using real-time bidding systems with finesse can dramatically promote online advertising and branding. Before joining Forbes, Smith was Vice President and Chief Information Officer at TheStreet.com. He also worked at HBO in a variety of positions, including director of information technology. Smith is a graduate of the New Jersey Institute of Technology.

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