Selling the American people : : advertising, optimization, and the origins of Adtech / / Lee McGuigan.
How marketers learned to dream of optimization and speak in the idiom of management science well before the widespread use of the Internet. Algorithms, data extraction, digital marketers monetizing "eyeballs": these all seem like such recent features of our lives. And yet, Lee McGuigan tel...
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| Place / Publishing House: | Cambridge, MA : : The MIT Press,, 2023 |
| Year of Publication: | 2023 |
| Edition: | 1st ed. |
| Language: | English |
| Series: | Distribution matters
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| Physical Description: | 1 online resource (304 pages). |
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Table of Contents:
- Intro
- Series Page
- Title Page
- Copyright
- Contents
- Acknowledgments
- I: Dreams and Designs to Optimize Advertising
- Introduction: A World Marketers Can Count on
- 1. Adtech Flows: Claims, Logistics, and Optimization in Digital Advertising
- 2. Advertising’s Calculative Evolution
- 3. Optimization Takes Command I: Management Technique, from the Military to Madison Avenue
- 4. Optimization Takes Command II: The Rule of Calculation
- II: An Archaeology of Affordances
- Interlude
- 5. How Adtech Got Its Spots: Computers, Automation, and the Roots of Programmatic Advertising
- 6. Addressing the American Person: Designs for Producing an Audience of One
- 7. Buy-Button Fantasies: The Persistence of Shoppability
- 8. Vive Le Roi! Accountability and the Pulling Power of Attribution
- Conclusion
- Index.