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 donat be fooledaonline 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 scenesaexamining 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.... (ISPs), 143 iOS (Apple operating system), 165, 172 iPad, 160, 161a162, 164, 165, 166 iPhone, 160, 166 iPod Touch, 5 K ... See also online ad exchanges; paid -search advertising; real-time bidding (RTB) and data proliferation, 115 data use in, ... 4a5, 60, 67, 158a159, 160a161, 163a165 cloud publishing for, 171a173 and data gathering, 113, 155 IP address for, 6, ... 171a172 Netflix, 141, 181 network effect, 175 newspapers American Management Association ac www. amanet.organbsp;...
|Publisher||:||AMACOM Div American Mgmt Assn - 2014-11-19|