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> Rhif Elusen Gofrestredig 1141565 - Registered Charity No. 1141565 Gall y neges e-bost hon, ac unrhyw atodiadau a anfonwyd gyda hi, gynnwys deunydd cyfrinachol ac wedi eu bwriadu i'w defnyddio'n unig gan y sawl y cawsant eu cyfeirio ato (atynt). Os ydych wedi derbyn y neges e-bost hon trwy gamgymeriad, rhowch wybod i'r anfonwr ar unwaith a dilewch y neges. Os na fwriadwyd anfon y neges atoch chi, rhaid i chi beidio a defnyddio, cadw neu ddatgelu unrhyw wybodaeth a gynhwysir ynddi. Mae unrhyw farn neu safbwynt yn eiddo i'r sawl a'i hanfonodd yn unig ac nid yw o anghenraid yn cynrychioli barn Prifysgol Bangor. Nid yw Prifysgol Bangor yn gwarantu bod y neges e-bost hon neu unrhyw atodiadau yn rhydd rhag firysau neu 100% yn ddiogel. Oni bai fod hyn wedi ei ddatgan yn uniongyrchol yn nhestun yr e-bost, nid bwriad y neges e-bost hon yw ffurfio contract rhwymol - mae rhestr o lofnodwyr awdurdodedig ar gael o Swyddfa Cyllid Prifysgol Bangor. This email and any attachments may contain confidential material and is solely for the use of the intended recipient(s). If you have received this email in error, please notify the sender immediately and delete this email. If you are not the intended recipient(s), you must not use, retain or disclose any information contained in this email. Any views or opinions are solely those of the sender and do not necessarily represent those of Bangor University. Bangor University does not guarantee that this email or any attachments are free from viruses or 100% secure. Unless expressly stated in the body of the text of the email, this email is not intended to form a binding contract - a list of authorised signatories is available from the Bangor University Finance Office.