Targeted : how technology is revolutionizing advertising and the way companies reach consumers /

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Bibliographic Details
Author / Creator:Smith, Mike, 1966- author.
Imprint:New York : American Management Association, [2015]
Description:xiii, 208 pages : illustrations ; 24 cm
Subject:Internet advertising.
Internet marketing.
Target marketing.
Internet advertising.
Internet marketing.
Target marketing.
Format: Print Book
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Hidden Bibliographic Details
ISBN:9780814434994 (hardcover)
0814434991 (hardcover)
9780814449011 (ebook)
Notes:Includes bibliographical references and index.
Review by Choice Review

Smith, vice president at Hearst Digital Media, offers an overview of digital advertising and its potential. The volume, largely distilled from approximately 400 interviews, is grounded in numerous examples that clarify and elaborate upon the complexities of new digital media. The author explains how Mad Men-style advertising approaches are being adapted to meet the habits of current digital consumers. Search engine marketing, the impact of Google, ad networks, paid-search advertising, real time bidding, and data collection and its effect on privacy make up the primary focus of this volume. The author concludes by examining the ways in which new technologies force the advertising industry to shift its course; his argument concentrates on how recent developments in mobile and smart phones have posed a challenge to classical advertising models. Certainly, he is on trend, denoting how, as users move toward tablets, mobile phones, and other handheld devices, society may have reached a post-PC era. Although the author's knowledge is expansive, this book might work better as supplemental reading on the subject. A better choice for answering reference questions might be Damian Ryan's hefty Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd ed. (2014). Summing Up: Recommended. Upper-division undergraduates and above. --Charles Wankel, St. John's University, New York

Copyright American Library Association, used with permission.
Review by Choice Review