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

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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 i...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Smith, Mike, 1966- (Author)
Format: Electronic eBook
Language:Inglés
Published: New York : AMACOM, 2015.
Subjects:
Internet advertising.
Internet marketing.
Target marketing.
Publicité sur Internet.
Marketing sur Internet.
Cibles (Marketing)
BUSINESS & ECONOMICS > Advertising & Promotion.
Internet advertising
Internet marketing
Target marketing
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • The congested online ecosystem
  • Search engine marketing
  • Auctions and the development of paid-search advertising
  • The Google eclipse
  • Display advertising and the advent of ad networks
  • Real-time bidding and the transformation of online advertising
  • How real-time bidding works
  • Right media builds its ad server
  • Real-time bidding in action
  • The impact of data on digital advertising
  • Data collection and its effect on privacy
  • New technologies.

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