Digital Advertising
McStay, Andrew
Digital Advertising - 2nd ed - London Macmillan Publishers Limited 2016 - 221p
1. Digital: The Capacity to Do Things They Never Could Before
2. The History and Business of Digital Advertising
3. How It Works: Standard Digital Media
4. How It Works: Non-Standard Digital Media
5. Creativity
6. Beyond Interruption: Attention, Authenticity and Being Native
7. Media Hacking
8. Adblocking and Fraud: Threats to advertising
9. Advertising to Children: Regulations and Ethics for Digital Media
10. Ad-Tech: Analytics, Big Data, Profiling and Identity
11. Emphatic Media: Emotiveillance and the Future of out of Home Advertising
12. Privacy: the Case of Mobile Apps for Android
13. Conclusions: Reconciling Art and Science in Advertising
9781137494344
Advertising Media Planning
Digital Media
659.144 / MCS
Digital Advertising - 2nd ed - London Macmillan Publishers Limited 2016 - 221p
1. Digital: The Capacity to Do Things They Never Could Before
2. The History and Business of Digital Advertising
3. How It Works: Standard Digital Media
4. How It Works: Non-Standard Digital Media
5. Creativity
6. Beyond Interruption: Attention, Authenticity and Being Native
7. Media Hacking
8. Adblocking and Fraud: Threats to advertising
9. Advertising to Children: Regulations and Ethics for Digital Media
10. Ad-Tech: Analytics, Big Data, Profiling and Identity
11. Emphatic Media: Emotiveillance and the Future of out of Home Advertising
12. Privacy: the Case of Mobile Apps for Android
13. Conclusions: Reconciling Art and Science in Advertising
9781137494344
Advertising Media Planning
Digital Media
659.144 / MCS