Digital advertising
| Otros Autores: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
[Basingstoke, Hampshire] :
Palgrave Macmillan
2016
|
| Edición: | 2nd ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991008157529708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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
