Selling the American People Advertising Optimization and the Origins of Adtech 1st Edition by Lee Mcguigan 0262545446 9780262545440

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Product details:

ISBN 10: 0262545446

ISBN 13: 9780262545440

Author: 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 tells us in this eye-opening book, digital advertising was well underway before the widespread use of the Internet.  Explaining how marketers have brandished the tools of automation and management science to exploit new profit opportunities, Selling the American People traces data-driven surveillance all the way back to the 1950s, when the computerization of the advertising business began to blend science, technology, and calculative cultures in an ideology of optimization. With that ideology came adtech, a major infrastructure of digital capitalism. To help make sense of today’s attention merchants and choice architects, McGuigan explores a few key questions: How did technical experts working at the intersection of data processing and management sciences come to command the center of gravity in the advertising and media industries? How did their ambition to remake marketing through mathematical optimization shape and reflect developments in digital technology? In short, where did adtech come from, and how did data-driven marketing come to mediate the daily encounters of people, products, and public spheres? His answers show how the advertising industry’s efforts to bend information technologies toward its dream of efficiency and rational management helped to make “surveillance capitalism” one of the defining experiences of public life.

Selling the American People Advertising Optimization and the Origins of Adtech 1st Table of contents:

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

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