[Air-L] New book: Digital Advertising 2nd ed

[Andrew McStay]

It seems the first edition of Digital Advertising did well, so the nice people at Palgrave-MacMillan asked me to do a 2nd edition. Little did I realise this was going to be a complete overhaul, re-write and what essentially is a totally new book. So here it is, in e-version, paper and hardback:
https://he.palgrave.com/page/detail/Digital-Advertising/?K=9781137494344


TABLE OF CONTENTS

  *   Chapter 1: Digital: The Capacity to do Things They Never Could Before
  *   Chapter 2: The History and Business of Digital Advertising
  *   Chapter 3: How it Works: Standard Digital Media
  *   Chapter 4: How it Works: Non-Standard Digital Media
  *   Chapter 5: Creativity
  *   Chapter 6: Beyond Interruption: Attention, Authenticity and Being Native
  *   Chapter 7: Media Hacking
  *   Chapter 8: Adblocking and Fraud: Threats to Advertising
  *   Chapter 9: Advertising to Children: Regulations and Ethics for Digital Media
  *   Chapter 10: Ad-tech: Analytics, Big Data, Profiling and Identity
  *   Chapter 11: Empathic Media: Emotiveillance and the Future of Out of Home Advertising
  *   Chapter 12: Privacy: The Case of Mobile Apps for Android
  *   Chapter 13: Conclusions: Reconciling Art and Science in Advertising

BLURB
In order to comprehend modern media, we need to understand how advertising works. Digital Advertising provides an assessment of contemporary and emergent advertising techniques that drive the world's largest media companies.

The second edition has been fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition, taking on topics including the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising.

Incorporating an increased number of case studies and analyses of campaigns, this timely and engaging text is an essential resource for students, academics and anyone interested in advertising and media.


ENDORSEMENTS
McStay's updated study presents the most complete, revealing and accessible overview of digital advertising and its insatiable expansion.
Robert Crawford, Associate Professor of Public Communication, University of Technology Sydney, Australia.

A comprehensive and practical text that provides conceptual understanding and a wealth of case material to illustrate a number of important topics that are germane to this dynamic and quickly moving field.
John Desmond, Honorary Reader in Management, University of St Andrews, UK





Andrew McStay
Reader in Advertising and Digital Media
Director of Media and Persuasive Communication Network (MPC)
School of Creative Studies and Media
Bangor University

New book: Digital Advertising, 2nd ed<https://www.amazon.co.uk/Digital-Advertising-Andrew-McStay/dp/1137494344/ref=sr_1_2?s=books&ie=UTF8&qid=1475820068&sr=1-2&keywords=Digital+Advertising+mcstay>
Other books and papers: here<https://bangor.academia.edu/AndrewMcStay>
T. +44 (0)1248 382740
Tw. @digi-ad<https://twitter.com/digi_ad>






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