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

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

by Mike Smith


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Nowadays, we fast-forward through commercials and we only pick up magazines at the doctor’s office (and even then only if our phone’s battery power is low!). But the one place of advertising we cannot avoid for longer than a few minutes is online—the vast and shifting Internet universe filled with pop-ups and our own personalized cookies. In fact, an advertising avenue that barely existed 20 years ago is now the second-largest advertising channel in the United States—and is still growing!Part history book, part guidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. This one-of-a-kind resource takes readers behind the scenes—examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Author and COO Mike Smith, a proven authority on how using real-time bidding systems with finesse can dramatically promote online advertising and branding, has provided an essential resource for anyone interested in finding and connecting with customers in the astronomically large universe we call the Internet that is only growing more aware and specialized for each of its millions of users.

Product Details

ISBN-13: 9780814434994
Publisher: AMACOM
Publication date: 11/19/2014
Pages: 224
Sales rank: 1,231,432
Product dimensions: 9.10(w) x 6.00(h) x 1.00(d)
Age Range: 18 Years

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 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 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.

Read an Excerpt


The Internet is a compelling engine of engagement. It’s a network where we can get any kind of information, conduct our business, and connect with others anywhere in the world at any time. This relentlessly churning and navigable Amazon of information and interaction has channels numbering in the millions through which the current flows in any direction. No medium ever invented gives us so much control over our entrances and exits. We can leave it on a whim and without any effort. It is changing our lives in ways we need to pay attention to. Its influence is and will be as profound as if something had been implanted in our brains or had modified our genome.

Everything we get from the Internet we get for free because others pay for it. The Internet has grown and been sustained by advertising. Whether we think publishers have earned our attention or advertisers have hijacked it, it is money from advertising that has put the content at our disposal. Advertisers subsidize the medium to get our attention, however fleeting or ungovernable it may be, in order to pitch their products to us.

To some, this phenomenon is like a beanstalk on Internet growth hormone, which will lead to a bonanza in cyberspace. To others, it’s the humongous man-eating plant from Little Shop of Horrors, insidiously tracking them and invading their privacy.

However you see it, there is no denying that digital advertising in all its forms is vastly different from every sort of advertising that has preceded it. It has grown and transformed itself with stunning speed. As with the Internet that spawned it, it is changing the future we will inhabit. Even as “realists” assumed digital advertising was a gimmick with little utility, it went from a concept in entrepreneurs’ imaginations and the wishful thinking of venture capitalists to an apparatus of commercial promotion that reached critical mass while many were still wondering if it was for real.

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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