Ad Serving Technology: Understand the marketing revelation that commercialized the Internet Paperback – 4 Jan 2014
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About the Author
Gregory Cristal is an expert consultant in third party ad serving, cross channel ad delivery (including TV) and tracking technologies, working in the industry of digital advertising since 2004. His previous employers include Yahoo!, Travelocity, i-level, Microsoft and DG/Mediamind. His expertise in technology and market coverage extends from origins in UK specific, to EMEA and with a global expertise from 2012 onward. He currently works for DG/Mediamind as Director of Global Accounts but writing and authored opinion remains his own and does not represent the opinion of his employing organization. Further information can be found on LinkedIn or http://cristalconsultancygroup.com
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Top Customer Reviews
The good thing about this book is that you can dive in and out on a whole manner of subjects like attribution modelling, conversion tag piggybacking and a whole journey of the ad from concept to delivery. In fact this book has probably been one of the most concise introductions to digital advertising i've ever come across.
Its now sitting on my desk and occasionally ends up on the desk of those of my immediate team, its a great resource I just would have prefered a hardback copy as the spine is already starting to show some wear and tear.
Most Helpful Customer Reviews on Amazon.com (beta)
Unfortunately I have 2 major gripes about the book: 1) It's completely useless on a technical level. Don't buy it expecting to gain anything but the most surface level of understanding for how any of the actual gears of the online ad world fit together. This is in no way a technically informative book. 2) This is without a doubt the most difficult book to read I have ever encountered, owing to an overwhelming abundance of grammatical errors, typos, incomplete sentences, and just plain bad writing across the board. Every single page of the book seems to have AT LEAST 2 blatant errors that should have been flagged by an editor. I'm not even a very good writer, and I felt that I found something that was just plain wrong, from a writing perspective, in almost every single paragraph. Overall the writing measures up to perhaps a 10th grade student's level, and I must admit that I was frequently left scratching my head wondering if the author learned English as a second language (and not well learned). It's that bad.
Final word – as a high level overview of the digital ad space, I'd give it 4 stars. As a technical book, which its title implies it is, I give it 1. The writing, well, that deserves maybe .25. So overall I give it a generous 2 star rating. There is value in this book, as long as you can stomach the atrocious writing and editing and parse the value after trudging through that minefield.
My recommendation to the author - get a real editor. While there might be value in the ideas presented, the language and presentation totally diminish it.
Due to my heavy tech background, I would rather to see deeper technical materials & discussions in the book. But, that's only my personal preference and probably doesn't reflect the audience set that the author has been targeting in this book.