Dozens of times daily, access to your screen is auctioned to advertisers, sometimes by your own phone or laptop without your knowledge. In the background are huge, electricity-hungry, carbon-emitting systems that conduct roughly two trillion near-instantaneous, automated auctions every day.
This book takes you into the heart of this mysterious world. It describes how Google built its astonishing global system of warehouse-scale computing and turned that system into an unprecedented, multibillion-dollar, money-earning machine, and how Facebook – almost by accident – also became an advertising leviathan. It examines the tensions between those giants and the smaller firms that populate digital advertising's open marketplace. Those tensions, as well as conflicts over user privacy, give rise to a new kind of politics that plays out in material systems in the form of crucial clashes between different ways of designing those systems. Building on work in the emerging interdisciplinary field of market studies, MacKenzie and Caliskan examine digital advertising's material politics, its giant megamachines, and the foundations of platform power.
Inside Digital Advertising lays bare the processes that underpin today's global advertising industry. It will be a key book for students and academics in the social sciences, humanities, and business studies, and it will appeal to anyone interested in the forces that are shaping our everyday digital world.
eBook - ePub
Inside Digital Advertising
Platforms, Power, and Material Politics
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Table of contents
- Cover
- Table of Contents
- Dedication
- Title Page
- Copyright
- Acknowledgments
- 1 Introduction
- 2 Display Ads, Cookies, and the Open Marketplace
- 3 Money Machines and the Characteristics of Digital Advertising
- 4 Hacking the System
- 5 Enfolding Your Phone
- 6 Digital Advertising’s Tensions
- 7 Conclusion
- References
- Index
- End User License Agreement
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Yes, you can access Inside Digital Advertising by Donald MacKenzie,Koray Caliskan in PDF and/or ePUB format, as well as other popular books in Social Sciences & Advertising. We have over 1.5 million books available in our catalogue for you to explore.