Acknowledgments vii
I Dreams and Designs to Optimize Advertising
Introduction: A World Marketers Can Count On 3
1 AdTech Flows: Claims, Logistics, and Optimization in Digital Advertising 27
2 Advertising's Calculative Evolution 49
3 Optimization Takes Command I: Management Technique, from the Military to Madison Avenue 71
4 Optimization Takes Command II: The Rule of Calculation 101
II An Archaeology of Affordances
Interlude 131
5 How AdTech Got Its Spots: Computers, Automation, and the Roots of Programmatic Advertising 133
6 Addressing the American Person: Designs for Producing an Audience of One 165
7 Buy-Button Fantasies: The Persistence of Shoppability 193
8 Vive Le Roi! Accountability and the Pulling Power of Attribution 211
Conclusion 241
Notes 253
Index 317
