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.
