Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
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Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
Smith, Mike
HarperCollins Focus
12/2014
224
Dura
Inglês
9780814434994
15 a 20 dias
1
Descrição não disponível.
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
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
online;advertising;real;time;bidding;rtb;ad;serving;technology;paid;search;digital;keywords;keyword;micromarket;internet;aggregated;audience;bid;2021;2022;business;money;economy;economics;traction;branding;marketing;copywriting;behavior
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
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
