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Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers Hardcover – November 19, 2014


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Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers + Ad Serving Technology: Understand the marketing revelation that commercialized the Internet + The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers
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Product Details

  • Hardcover: 224 pages
  • Publisher: AMACOM (November 19, 2014)
  • Language: English
  • ISBN-10: 0814434991
  • ISBN-13: 978-0814434994
  • Product Dimensions: 1 x 6.2 x 9.5 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #26,551 in Books (See Top 100 in Books)

Editorial Reviews

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

Book Description

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.


More About the Author

Targeted's author Mike Smith is Vice President of Revenue Platforms and Operations at Hearst Magazines Digital Media and General Manager of Core Audience at Hearst Corporation. The former President of Forbes.com and former Chief Digital Officer of Forbes Media, Smith is an authority on how using real-time bidding systems with finesse can dramatically promote online advertising and branding. Before joining Forbes, Smith was Vice President and Chief Information Officer at TheStreet.com. He also worked at HBO in a variety of positions, including director of information technology. Smith is a graduate of the New Jersey Institute of Technology.

Customer Reviews

4.9 out of 5 stars
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A book you will read through, then go back to time and again to reference.
Tyler
Throughout the book are quite profound, blindingly obvious points that NEED to be reinforced as we are likely to overlook them.
I. Darren
This is a must read of anyone just entering the programmatic world of advertising.
Eric Batscha

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Daniel B. Beaulieu on November 9, 2014
Format: Kindle Edition
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.
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3 of 3 people found the following review helpful By Nathaniel Emodi on October 23, 2014
Format: Hardcover
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.
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3 of 3 people found the following review helpful By Eric Batscha on October 31, 2014
Format: Hardcover
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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2 of 2 people found the following review helpful By I. Darren on October 28, 2014
Format: Hardcover
Marketing to your target customers was perhaps a lot easier in the past, things were a little more defined, the pace slower, the territory more precise and the reach… Today with the Internet and always-on mobile technology, the world has became a little smaller, the potential market much larger and the range of marketing channels can be confusing.

A concise book such as this can be a digital lifesaver, giving you a mix of a historical overview about the “new” world of digital advertising, an overview of current offerings and an attempt to look into the future. The author has managed to cram a lot of great information into a little package, drawing on his own experiences as well as the thoughts of over four hundred interview subjects. There is no shortage of books that look at the “digital advertising” space yet this author has managed to produce something different that is neither one thing or another, yet it succeeds as a combination of everything. Whether you are an experienced digital marketer or someone who is about to dip their toe in the shark-invested waters, there will be something to take away from this very reasonably priced book.

Throughout the book are quite profound, blindingly obvious points that NEED to be reinforced as we are likely to overlook them. Such as: “The audience for digital content is enormous and global… it can be composed of the tiniest slivers of audience groups. Never has an audience of this aggregate size been this disaggregated. This is an audience that can consist, at times, of cohorts of one. Today, if a wealthy shopper somewhere on the Internet is in the market for an expensive luxury car right now, targeting that one shopper at that moment may be more valuable than advertising to millions of unmotivated consumers.
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2 of 2 people found the following review helpful By James R Freiman on November 23, 2014
Format: Hardcover Verified Purchase
I've been in the online media space for over 15 years and this book is the must read for anyone in the digital space. This is the first comprehensive reading on digital marketing I've seen and Mike Smith has filled the gap. Targeted is the primer on the complex world of digital advertising technology. In fact this should be required reading for universities who are teaching online marketing and advertising.
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