"The history of "ad-tech" reveals the practices, tools, and relationships that form the commercial infrastructure of the largest digital media platforms"--
"The history of "ad-tech" reveals the practices, tools, and relationships that form the commercial infrastructure of the largest digital media platforms"--Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Lee McGuigan is Assistant Professor in the Hussman School of Journalism and Media at the University of North Carolina, Chapel Hill, and an associate at Cornell Tech’s Digital Life Initiative. He is a coeditor of The Audience Commodity in a Digital Age.
Inhaltsangabe
Acknowledgments vii I Dreams and Designs to Optimize Advertising Introduction: A World Marketers Can Count On 3 1 AdTech Flows: Claims, Logistics, and Optimization in Digital Advertising 27 2 Advertising's Calculative Evolution 49 3 Optimization Takes Command I: Management Technique, from the Military to Madison Avenue 71 4 Optimization Takes Command II: The Rule of Calculation 101 II An Archaeology of Affordances Interlude 131 5 How AdTech Got Its Spots: Computers, Automation, and the Roots of Programmatic Advertising 133 6 Addressing the American Person: Designs for Producing an Audience of One 165 7 Buy-Button Fantasies: The Persistence of Shoppability 193 8 Vive Le Roi! Accountability and the Pulling Power of Attribution 211 Conclusion 241 Notes 253 Index 317
Acknowledgments vii I Dreams and Designs to Optimize Advertising Introduction: A World Marketers Can Count On 3 1 AdTech Flows: Claims, Logistics, and Optimization in Digital Advertising 27 2 Advertising's Calculative Evolution 49 3 Optimization Takes Command I: Management Technique, from the Military to Madison Avenue 71 4 Optimization Takes Command II: The Rule of Calculation 101 II An Archaeology of Affordances Interlude 131 5 How AdTech Got Its Spots: Computers, Automation, and the Roots of Programmatic Advertising 133 6 Addressing the American Person: Designs for Producing an Audience of One 165 7 Buy-Button Fantasies: The Persistence of Shoppability 193 8 Vive Le Roi! Accountability and the Pulling Power of Attribution 211 Conclusion 241 Notes 253 Index 317
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