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Targeted : how technology is revolutionizing advertising and the way companies reach consumers /
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 pre...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
American Management Association,
[2015]
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Smith, Mike, |d 1966- |e author. |1 https://id.oclc.org/worldcat/entity/E39PBJfcTBPTPdjqR3CgPD6dwC | |
| 245 | 1 | 0 | |a Targeted : |b how technology is revolutionizing advertising and the way companies reach consumers / |c Mike Smith. |
| 264 | 1 | |a New York : |b American Management Association, |c [2015] | |
| 300 | |a 1 online resource | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a 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. -- |c Edited summary from book. | ||
| 505 | 0 | |a 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 the Transformation 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. | |
| 505 | 8 | |a 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. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Internet advertising. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Target marketing. | |
| 650 | 6 | |a Publicité sur Internet. | |
| 650 | 6 | |a Marketing sur Internet. | |
| 650 | 6 | |a Cibles (Marketing) | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x Research. |2 bisacsh | |
| 650 | 7 | |a Internet advertising |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 650 | 7 | |a Target marketing |2 fast | |
| 758 | |i has work: |a Targeted (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGgkq3RRQYXJGTXMQ7DdKm |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Smith, Mike. |t Targeted : How Technology is Revolutionizing Advertising and the Way Companies Reach Consumers. |d New York : AMACOM, ©2014 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1707771 |z Texto completo |
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