Table of Contents

INTRODUCTION WHY ADS DON'T LOOK LIKE ADS 8 CHAPTER 1 FROM MASS TO MILLENNIALS 31 CHAPTER 2 WHAT WE SHARE & WHY WE SHARE 55 CHAPTER 3 NATIVE ADVERTISING: PUBLISHERS AS MARKETERS 84 CHAPTER 4 CONTENT MARKETING: MARKETERS AS PUBLISHERS 114 CHAPTER 5 THE DIGITAL SELL: BIG DATA, PROGRAMMATIC BUYING, AND LIVING BY THE NUMBERS 146 CHAPTER 6 THE (DIS)EMPOWERED CONSUMER 175 CHAPTER 7 ADVERTISING OURSELVES TO DEATH 189

About the Author

Mara Einstein is professor of media studies at Queens College, City University of New York, and an independent marketing consultant. She has been working in, or writing about, media and marketing for more than 25 years, and been an executive at NBC, MTV Networks, and at major advertising agencies. Dr. Einstein is the author of a number of books, including Compassion, Inc. (University of California Press), which examines the growing trend of promoting consumer products as a means to fund social causes and effective social change.