Targeted by Mike Smith Summary

Targeted by Mike Smith explores the revolution of digital advertising, focusing on technologies like real-time bidding, keyword micro-markets, and data-driven audience targeting. It provides a historical overview of the industry’s shift from traditional ads to precision-based online campaigns, highlighting innovations by companies like Google. The book also examines future trends in mobile and digital TV advertising.

Marketers, advertisers, and business professionals seeking to understand digital advertising’s evolution will benefit from Targeted. It’s also valuable for entrepreneurs and tech enthusiasts interested in how data and algorithms transform ad targeting. Smith’s insights into real-time bidding make it a primer for anyone in adtech or media strategy.

Yes. While published in 2014, Targeted offers foundational knowledge on real-time bidding and adtech infrastructure still relevant today. Its analysis of data-driven targeting and industry pioneers like Google provides context for modern advancements in AI-driven advertising.

Real-time bidding (RTB) allows advertisers to bid on ad placements in milliseconds, targeting specific users based on behavior, demographics, or context. Smith compares RTB to a stock exchange for ads, where algorithms evaluate user data to serve hyper-relevant campaigns. This technology revolutionized ad efficiency and measurement.

Google is prominently featured for its keyword-based AdWords system, while others like DoubleClick (acquired by Google) and AppNexus advanced real-time bidding. Smith also discusses early innovators in ad exchanges and data aggregators that enabled precision targeting.

Unlike broader digital marketing guides, Targeted dives deep into the technical infrastructure of online ads, particularly RTB and programmatic buying. It’s more specialized than general strategy books, making it ideal for readers focused on adtech mechanics.

Some readers may find examples dated due to its 2014 publication, as newer technologies like AI-driven ad optimization aren’t covered. However, its core principles about data-centric targeting remain applicable to modern campaigns.

Post-2014 advancements include AI-powered audience segmentation, privacy regulations (e.g., GDPR), and shifts to cookie-less tracking. Yet, Smith’s insights into RTB and keyword markets still underpin today’s programmatic ad ecosystems.

Smith anticipates mobile ads leveraging location data and behavioral signals for context-aware campaigns. He also highlights the rising role of digital TV and cross-device targeting, trends that align with today’s connected TV (CTV) and omnichannel strategies.

The book emphasizes structuring campaigns around real-time data and audience segmentation—principles critical for today’s programmatic ads. Applying Smith’s frameworks for RTB and keyword optimization can enhance ROI in performance-driven marketing.

Smith states, “Real-time bidding offers advertisers unprecedented precision in targeting ads and measuring their effectiveness.” This encapsulates the book’s focus on technology’s role in transforming advertising from broad outreach to individualized engagement.

While not a central theme, Smith acknowledges early debates about data usage and user tracking. The book predates modern privacy laws but foreshadows the balance between personalized ads and consumer trust—a pressing issue in 2025.

By blending foundational adtech concepts with actionable insights, Targeted remains a key resource for understanding the data-driven mechanics behind modern digital advertising.