Increasingly, companies need to position themselves to reach the right consumers through online advertising. The most recent addition to our NetGalley catalog, Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers by Mike Smith, explains how to do just that. Journalists, booksellers, book reviewers, librarians, and media professionals interested in advertising strategy and technology are invited to request Targeted for review.
A split second is all it takes to reach the right 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. 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.
Mike Smith is a vice president at Hearst Magazines Digital Media, responsible for the platforms that support the creation and delivery of online advertising. Previously president of Forbes.com, he is a recognized thought leader in digital publishing.
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