Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers - Hardcover

Smith, Mike

Hardcover

ISBN 10: 0814434991 ISBN 13: 9780814434994

Publisher: AMACOM, 2014

Synopsis

Nowadays, we fast-forward through commercials and we only pick up magazines at the doctor’s office (and even then only if our phone’s battery power is low!). But the one place of advertising we cannot avoid for longer than a few minutes is online--the vast and shifting Internet universe filled with pop-ups and our own personalized cookies. In fact, an advertising avenue that barely existed 20 years ago is now the second-largest advertising channel in the United States--and is still growing!Part history book, part guidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. This one-of-a-kind resource takes readers behind the scenes--examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Author and COO Mike Smith, a proven authority on how using real-time bidding systems with finesse can dramatically promote online advertising and branding, has provided an essential resource for anyone interested in finding and connecting with customers in the astronomically large universe we call the Internet that is only growing more aware and specialized for each of its millions of users.

About this title

Book Description:

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 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.

From the Back Cover:

"The Internet has become the driving force in the economy thanks to advertising that runs on a maze of technologies and services so complicated that even professionals are confused. Targeted demystifies the rapidly evolving world of online advertising and is a must-read for any Internet executive or investor." -- Roger McNamee, Cofounder, Elevation Partners, Silver Lake Partners, Integral Capital Partners

"Digital is the media industry's Rubik's Cube--and every few months the puzzle gets scrambled yet again. Mike Smith has one of the keenest minds in seeing trends others simply do not, making Targeted essential reading for anyone involved in media transformation." -- David Carey, President, Hearst Magazines

"Department-store pioneer John Wanamaker famously observed that he knew that half of his advertising was wasted but he didn't know which half. The Digital Age has blasted away the throw-it-on-the-wall-and-see-what-sticks, Mad Men approach to advertising. In this timely, well-written book, Mike Smith provides the perfect guide to the rapidly growing, precision-guided, online world of advertising that is emerging. Wanamaker would have been pleased. You will be too." -- Steve Forbes, Chairman and Editor-in-Chief, Forbes Media

"In this world of ever-changing technological innovation and advancement, sometimes it's a good idea to take stock of where we've been and where we are going. With regard to digital advertising and real-time bidding (RTB), Mike Smith's new book does both, and offers a unique look at the inner workings of a multibillion-dollar industry." -- Ted Meisel, former CEO of Overture Services and Senior Advisor, Elevation Partners

"The brave new world of digital advertising has now fully arrived. Mike Smith's book Targeted demystifies this world and gives you the tools to embrace it and win. No one who sells anything can afford to keep their head in the sand. Targeted lays it all out. Read it and keep it close. Your financial future will depend on it!" -- John "Jay Jay" French, Twisted Sister founder, musician, artist, manager, producer, writer, motivational speaker, and charter member, Long Island Music Hall of Fame

"Part history, part handbook, Targeted is a compelling, inside look at the way digital advertising impacts businesses and consumers around the world. Mike Smith is a savvy digital industry veteran, and he gives the reader an insightful look at an industry that is significantly changing the way we do business. The lessons learned here are invaluable." -- Stephen M. R. Covey, New York Times and #1 Wall Street Journal bestselling author of The Speed of Trust and coauthor of Smart Trust

About this edition

• Publisher: AMACOM
• Publication date: 2014
• ISBN 10: 0814434991
• ISBN 13: 9780814434994
• Binding: Hardcover
• Edition number: 1
• Number of pages: 224