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

Mike Smith (Author)


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

Publish Date
November 19, 2014
5.68 X 0.95 X 9.84 inches | 1.05 pounds

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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.


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