Targeted

Index

A

About.com, 36

ad agencies

buying online impressions, 51–52, 100

demand-side platforms for, 21

ad call, 72

ad campaigns

audiences for, 114, 115

brand building via, 123–126

in case study, 115–121

effectiveness of, 55, 101, 104

and impression pricing, 92–93

lead time for, 100

paid-search, 28–29, 31

and real-time data, 102–103

on TV, 176–177

addressability, 6, 157–159, 178–179, 180–182

AdECN, 21, 101

AdExchange (AdX), 64–65, 108, 117

The Adjustment Bureau (film), 115–121

Admeld, 22

ad networks

essential role of, 50, 53

as exchange customers, 97

as intermediaries, 18, 19, 20, 49

number of, 8

and optimization technology, 85–86

problems with, 54–57

and real-time auctions, 62

types of, 54

Adobe Flash, 167–168, 170

ads

buying/selling of, 20, ...