TY - BOOK

T1 - Digital Advertising (Second Edition)

AU - McStay, Andrew

PY - 2016/10/14

Y1 - 2016/10/14

N2 - In order to comprehend modern media, we need to understand how advertising works. Digital Advertising provides an assessment of contemporary and emergent advertising techniques that drive the world’s largest media companies. The second edition has been fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition, taking on topics including the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising.Incorporating an increased number of case studies and analyses of campaigns, this timely and engaging text is an essential resource for students, academics and anyone interested in advertising and media.

AB - In order to comprehend modern media, we need to understand how advertising works. Digital Advertising provides an assessment of contemporary and emergent advertising techniques that drive the world’s largest media companies. The second edition has been fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition, taking on topics including the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising.Incorporating an increased number of case studies and analyses of campaigns, this timely and engaging text is an essential resource for students, academics and anyone interested in advertising and media.

M3 - Book

SN - 9781137494337

BT - Digital Advertising (Second Edition)

PB - Palgrave

ER -