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Macmillan Higher Education Palgrave Higher Education

Digital Advertising

Edition 2nd Edition
ISBN 9781137494337
Publication Date October 2016
Formats Hardcover Paperback Ebook 
Publisher Palgrave

This new edition continues to shape, interrogate, theorise, understand, connect different practices, contextualize and generate patterns from both the history and practice of digital advertising, and the ways that this connects with its environment.

Andrew McStay is Reader in Advertising and Digital Media at the University of Bangor, UK.

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. OOH Empathic 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.

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