Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers

Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers

Far from the catchy television spots and sleek magazine spreads are the <br /> comparatively modest ads that pop up on websites and in Internet <br /> searches. But don't be fooled--online advertising is exploding. <br /> Growing at a compound annual rate near 20%, it is now the second-largest <br /> advertising channel in the United States.<br /> <br />Part history, part guidebook, part prediction for the future, <i>Targeted</i> <br /> tells the story of the companies, individuals, and innovations driving <br /> this revolution. It takes readers behind the scenes--examining the growth <br /> of digital advertising, its enormous potential, and the technologies <br /> that are changing the game forever. Leading the way is real-time <br /> bidding, which offers advertisers unprecedented precision in targeting <br /> ads and measuring their effectiveness.<br /> <br />From keyword micro-markets and ad serving systems to aggregated virtual <br /> audiences and new business models, <i>Targeted</i> is sweeping in scope <br /> and stripped of technical complexity. It is an essential resource for <br /> anyone interested in finding and connecting with customers in the vast <br /> and shifting Internet universe.