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 listeners 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.
©2015 Mike Smith (P)2014 Audible Inc.
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"Dense Language, Mediocre Narration"
Mike helps us to understand the history of internet advertising, including many of the technical challenges that have been overcome to make it possible for companies to home in quite precisely on specific types of consumers. An excellent section is included on privacy concerns.
I'm wondering if Mike himself has a clearly defined audience in mind to which his book is targeted. I was delighted to learn about the evolution of internet marketing because I anticipated that it would deepen my ability to understand how to implement Mike's suggestions for putting together targeted marketing programs for my own business. But I had misunderstood the book's intent. This book merely tells the story of the ongoing evolution of internet marketing. It does not provide high-traction ideas for tapping into the technologies described.
I found much of the book somewhat difficult to listen to. Part of the difficulty I ascribe to stiff, jargon-laden sentences. Perhaps professional narration may have smoothed the ride. Unfortunately, Mike narrates book himself. He's not unpleasant to listen to, but his cadence made it difficult to stay focused.
"Great book. Need a hard copy"
It is a very informative book but there are several references to diagrams in the book that an audible listener misses out on. I enjoyed the book and will be buy a hard copy to keep as a reference. Highly recommend.
"Dry at first but once you get in fascinating..."
At first the reader/author appears very dry and sticking to "hard facts". But once you get into that quite fascinating world and its very real consequences for our everyday live you stick with it. Apart from insights into that industry and its developement its amazing - and sometimes frightening, especially when he gets down to personal data and how it all adds up to a perfect profile. Which online advertising is all about in the end.
Summing it all up: sometimes very dry, fascinating, frightening and amazing
"Well written and relevant"
This is a well written and relevant book for anyone who uses the Internet and should be required reading for anyone in marketing. Internet privacy is something you should be aware of and an active participant in.
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