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 in the United States.
Targeted takes listeners behind the scenes - examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. You will also learn about several key aspects such as:
- keyword micro-markets,
- ad serving systems,
- aggregated virtual audiences,
- new business models,
- and much more!
Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.?This book is sweeping in scope and stripped of technical complexity.
Targeted is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.
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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.
