How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers


Author: Mike Smith
Pub Date: November 2014
Print Edition: $24.95
Print ISBN: 9780814434994
Page Count: 224
Format: Hardback
e-Book ISBN: 9780814449011

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Table of 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

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