Editor Note: Following an agreement with Rob Graham, author of Fishing From a Barrel: Using Behavioral Targeting to Reach the Right People with the Right Ads at the Right Time, we are very honored to host the full version of his book for FREE download at our website. Even though the book was written in 2006 in this fast changing industry, it is very insightful and can be used as a guide to understand Targeting and Segmentation principles. Below is a short description taken from the book and a download link.
Fishing From A Barrel takes an energetic and foundational look at how behavioral targeting is changing the face of advertising as we know it and introduces readers to the fundamentals of behavioral targeting technologies and how advertisers and publishers can use BT to achieve greater campaign and ROI results for their online advertising.
While still in its infancy, Behavioral Targeting is filling in many of the holes that have been part of the direct marketing landscape for over 100 years. Fishing From A Barrel brings readers on a journey that introduces them to concepts like: