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

"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 "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 Gold Winner in the Advertising Category 2015 Axiom Book Awards ..".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 "This book is written for everyone who wants to know more about analytics--and how to benefit from their use." --Banking Exchange "The book is engaging and well written. It gives a very good overview of the evolution of digital advertising..." --ProlificWisdom.com ..".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 "Mike Smith has done a terrific job of laying out the world of digital marketing in consumable and digestible chunks." --60 Second Communications ..".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

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 befooled - 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.