Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
Amacom (Verlag)
978-0-8144-3499-4 (ISBN)
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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 befooled - 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 - 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, Targeted is sweeping in scope and stripped of technical complexity. It is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.
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.
CONTENTS
Acknowledgments xi
Introduction 3
Chapter 1: The Congested Online Ecosystem 13
Chapter 2: Search Engine Marketing 25
Chapter 3: Auctions and the Development of Paid-Search Advertising 33
Chapter 4: The Google Eclipse 43
Chapter 5: Display Advertising and the Advent of Ad Networks 49
Chapter 6: Real-Time Bidding and the Transformation of Online Advertising 59
Chapter 7: How Real-Time Bidding Works 69
Chapter 8: Right Media Builds Its Ad Server 79
Chapter 9: Real-Time Bidding in Action 99
Chapter 10: The Impact of Data on Digital Advertising 111
Chapter 11: Data Collection and Its Effect on Privacy 133
Chapter 12: New Technologies 157
Notes 187
Index 201
About the Author 209
| Erscheint lt. Verlag | 16.12.2014 |
|---|---|
| Sprache | englisch |
| Maße | 63 x 93 mm |
| Gewicht | 1 g |
| Themenwelt | Mathematik / Informatik ► Informatik |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-8144-3499-1 / 0814434991 |
| ISBN-13 | 978-0-8144-3499-4 / 9780814434994 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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