Digital advertising / Andrew McStay.

Includes bibliographical references and index.

Machine generated contents note: IntroductionThe History and Business Environment of Digital AdvertisingForms and Content: Beyond the Pop-upThe Business Practice and Cultural Contours of Dataveillance Conceiving User Approaches to Digital Advertising Policy and Regulation Creativity, Science and the New Consumer Conclusions, Ethics and Future Directions IntroductionThe History and Business Environment of Digital AdvertisingForms and Content: Beyond the Pop-upThe Business Practice and Cultural Contours of Dataveillance Conceiving User Approaches to Digital Advertising Policy and Regulation Creativity, Science and the New Consumer Conclusions, Ethics and Future Directions.

'Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising'--Provided by publisher.