New book on Behavioral Targeting

New book on Behavioral Targeting

Rob Graham’s new book on Behavioral Targeting and online advertising has been distributed to OMMA, iMediaSummit and AdTech audiences as part of its introduction, and now you can own a copy as well..

Fishing From A Barrel takes an energetic and foundational look at how behavioral targeting is changing the face of advertising as we know it and introduces readers to the fundamentals of behavioral targeting technologies and how advertisers and publishers can use BT to achieve greater campaign and ROI results for their online advertising.

While still in its infancy, Behavioral Targeting is filling in many of the holes that have been part of the direct marketing landscape for over 100 years. Fishing From A Barrel brings readers on a journey that introduces them to concepts such as:

• The future promise of Behavioral Targeting
• Why Mass Marketing isn’t the best way to reach an audience
• How to target and market to ‘individuals’
• How to plan for and create highly targeting ad campaigns
• How publishers are using BT to turn a huge profit
• What you need to know about ‘Customerization’
• How new targeting data goes well beyond demography
• Why contextual targeting often falls short
• Understanding and using ad networks
• Using BT with traditional media channels
• How to collect and use relevant web analytics
• Understanding new definitions of Reach, Acquisition and Conversion
• How to create targeted audience segments
• The importance of privacy to consumers
• What makes consumers consume?
• Meeting consumer needs and expectations with every campaign
• The Foundational Communications Model
• Communicating Interactively
• Who’s who in Behavioral Targeting
• BUY THE BOOK HERE