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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.
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.- Sales Rank: #112193 in Books
- Published on: 2014-11-19
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 6.25" w x 1.00" l, .0 pounds
- Binding: Hardcover
- 224 pages
Review
"...an effective overview of the new media landscape....a good read for marketers who need a good history of the last 15 years in online media and a look at where it might all be headed." --AdPulp
“Mike Smith has done a terrific job of laying out the world of digital marketing in consumable and digestible chunks.” --60 Second Communications
“…provides an eye-opening explanation of ‘behavioral targeting’ the technique ad firms use to track, analyze and exploit the detailed information people leave about themselves online.” --Reuters
“The book is engaging and well written. It gives a very good overview of the evolution of digital advertising…” --ProlificWisdom.com
“This book is written for everyone who wants to know more about analytics—and how to benefit from their use.” --Banking Exchange
“…great exploration of the digital landscape and the dynamics of electronic media presentation and how these can be exploited to maximize your online marketing.” --The Coach Casebook
Gold Winner in the Advertising Category 2015 Axiom Book Awards
“No matter how you feel about advertising, the technology is fascinating and the author does an excellent job of explaining how it works.” --Online Searcher
“The [book], largely distilled from approximately 400 interviews, is grounded in numerous examples that clarify and elaborate upon the complexities of new digital media.” --Choice
From the Inside Flap
Digital advertising has reached critical mass, and there are no signs of slowing. With growth far outpacing other channels, more advertising dollars are spent on it than on either broadcast or cable TV! And advertising on mobile devices is more than doubling each year!
But in this vast, congested cyberenvironment, the complex challenge of choosing and reaching good customers before they click elsewhere--or put away their mobile phones--can eclipse the promise of attracting new customers. Few people truly understand how to target ultrafragmented users of digital media with short attention spans. Others struggle to keep up with innovations such as real-time bidding or online ad exchanges. Too much guesswork still underlies many digital campaigns.
Like no other resource, Targeted clarifies issues, eliminates confusion, and corrects common misperceptions. Sweeping in scope and eminently readable, it brings you up to date on technology breakthroughs, key players, industry developments, marketing strategies, terminology, historical background, and predictions for the future. You'll find information that will make or break your efforts--on using real-time auctions, developing optimal bidding strategies, using real-time analytics and social media to collect customer data, and handling tracking difficulties and click fraud. This fast-paced, highly informative narrative explains it all:
* How the stepchild of ad media emerged as a dominant force
* What actually takes place in the seconds between entering a web address and having the page rendered
* How real-time bidding (RTB) is transforming online advertising with its capacity to target an optimal audience
* How technology is bringing fairness and transparency to the question of an ad's true worth
* Why Google's reliance on paid-search advertising could spell trouble
* Which tech geniuses and business strategists continue to drive change
* Who among the tangle of intermediaries has survived, and who has not
* How social media, tablets, and smartphones create both complexity and opportunity
* Plus much more!
No one can afford a murky understanding of interactive advertising. Targeted's expansive yet detailed overview of this breakout phenomenon gives you the knowledge to harness its power for reaching your most promising customers, and standing out amid the cyberclutter.
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.
Twitter @msmith
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
Most helpful customer reviews
6 of 7 people found the following review helpful.
Man, do we need this book!
By Daniel B. Beaulieu
I don’t know about you but this is one book that I am going to keep by my side for at least the last couple of years. The simple reason for that is that this is the one book I have come across that explains to me in plain and clear language just how this whole on line advertising game works.
What do you know about bidding for your advertising space?
What do you know about targeting the right customers and then closing those customers?
What do you about making money from your on-line ads?
What do you know about paid searches?
If you’re like me I didn’t know much…but now I do and just by reading this excellent new book by Mike Smith who has spent most of his career dealing in Digital Communications brings his years of experience to this book so that the rest of us can benefit from his knowledge.
I cannot say enough about how much this book has helped me to find my way to this completely confusing and I think anyway mine field scary world of digital advertising.
Here are just a couple of examples you’ll learn by reading this book:
• How to handle on-line ad bidding (this one alone will save you many times the price of this book).
• How to make your message stand out in this wild west of digital advertising
• The best way to sell taking advantage of social media on tablets, and smart phones.
This is the one book that you have to buy and read this year if you are serious about your sales effort going forward.
4 of 5 people found the following review helpful.
The Missing Primer on Digital Advertising Technology
By Nathaniel Emodi
My job recently started focusing more on digital advertising, so I began looking for resources to understand the entire ecosystem, end-to-end. Given the number of companies in the space, and ad dollars at stake, I was shocked to discover there are few books out there that do this. And when I asked friends who've worked in ad-tech for years to recommend resources, there wasn't anything authoritative or comprehensive to point me to. Thankfully, Mike Smith has filled the gap. Targeted is the missing primer on the complex world of digital advertising technology. Smith exposes the whole ecosystem in easy but professional terms, and explains the fascinating backstory of the people, companies and technology that helped spark its growth. I've walked away from Targeted with a clear sense of the dynamics of the market, a desk reference for future use, and an expert's view of where things are heading. If digital advertising and technology is a topic that interests you, or if you're a seasoned pro looking for a more complete picture of your space, Targeted is a book you shouldn't miss.
3 of 4 people found the following review helpful.
'Targeted' does a great job of going into exacting detail on complex topics
By Eric Batscha
I'm still in the middle of finishing Targeted but everything I've read so far has been spot on and incredibly detailed. It is hard to find detailed and accurate information about the fast changing and ever complex digital media and advertising technology landscape. 'Targeted' does a great job of going into exacting detail on complex topics, like the adtech lumiscape, and makes sense of all the noise. This is a must read of anyone just entering the programmatic world of advertising. The book is a great survey of the common issues and has really interesting first hand accounts from practitioners.
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