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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 |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
American Management Association,
[2015]
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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.