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Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM),
social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser,
who provides the advertisements to be displayed on the
publishers content. Other potential participants include
advertising agencies who help generate and place the ad
copy, an ad server which technologically delivers the ad
and tracks statistics, and advertising aliates who do independent promotional work for the advertiser.
The rst known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious
message to all USENET newsgroups.[13] Four months
later, Laurence Canter and Martha Siegel, partners in
a law rm, broadly promoted their legal services in
a USENET posting titled Green Card Lottery Final One?"[14] Canter and Siegels Green Card USENET
spam raised the prole of online advertising, stimulating widespread interest in advertising via both Usenet
and traditional email.[13] More recently, spam has evolved
In 2011, Internet advertising revenues in the United States into a more industrial operation, where spammers use
surpassed those of cable television and nearly exceeded armies of virus-infected computers (botnets) to send
those of broadcast television.[1]:19 In 2013, Internet ad- spam remotely.[11]
vertising revenues in the United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues
in 2012.[2]:45 U.S. internet ad revenue hit a historic high
of $20.1 billion for the rst half of 2013, up 18% over 1.2 Display ads
the same period in 2012.[3] Online advertising is widely
used across virtually all industry sectors.[1]:16
Online banner advertising began in the early 1990s as
Many common online advertising practices are contro- page owners sought additional revenue streams to supversial and increasingly subject to regulation. Online ad port their content. Commercial online service Prodigy
revenues may not adequately replace other publishers displayed banners at the bottom of the screen to promote
revenue streams. Declining ad revenue has led some pub- Sears products.[15] The rst clickable web ad was sold by
lishers to hide their content behind paywalls.[4]
Global Network Navigator in 1993 to a Silicon Valley law
rm.[16] In 1994, web banner advertising became mainstream when HotWired, the online component of Wired
Magazine, sold banner ads to AT&T and other compa1 History
nies. The rst AT&T ad on HotWired had a 44% clickthrough rate, and instead of directing clickers to AT&Ts
In early days of the Internet, online advertising was
website, the ad linked to an online tour of seven of the
mostly prohibited. For example, two of the predecesworlds most acclaimed art museums.[17][18]
sor networks to the Internet, ARPANET and NSFNet,
had acceptable use policies that banned network use
for commercial activities by for-prot institutions.[5][6]
The NSFNet began phasing out its commercial use ban
1.3 Search ads
in 1991.[7][8][9][10]
1.1
The rst widely publicized example of online advertising was conducted via electronic mail. On 3 May 1978,
a marketer from DEC (Digital Equipment Corporation),
Gary Thuerk, sent an email to most of the ARPANETs
1
1.4
2 DELIVERY METHODS
Recent trends
dio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and
More recently, companies have sought to merge their other programs.
advertising messages into editorial content or valuable
services. Examples include Red Bull's Red Bull Media
House streaming Felix Baumgartner's jump from space Frame ad (traditional banner) Frame ads were the
[17]
The colloquial usage of
online, Coca-Cola's online magazines, and Nike's free ap- rst form of web banners.
[18]
banner
ads
often
refers
to
traditional
frame ads. Webplications for performance tracking.
Advertisers are
[22][23]
site
publishers
incorporate
frame
ads
by
setting aside a
and mobile advertisalso embracing social media
particular
space
on
the
web
page.
The
Interactive
Advering; mobile ad spending has grown 90% each year from
[1]:13
tising
Bureau's
Ad
Unit
Guidelines
proposes
standardized
2010 to 2013.
pixel dimensions for ad units.
2
2.1
Delivery methods
Display advertising
Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or
other graphics. Display advertisers frequently target users
with particular traits to increase the ads eect. Online
advertisers (typically through their ad servers) often use
cookies, which are unique identiers of specic computers, to decide which ads to serve to a particular consumer.
Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user
with ads from the site the user visited.[24]
As advertisers collect data across multiple external websites about a users online activity, they can create a detailed picture of the users interests to deliver even more
targeted advertising. This aggregation of data is called
behavioral targeting.[25] Advertisers can also target their
audience by using contextual and semantic advertising to
deliver display ads related to the content of the web page
where the ads appear.[19]:118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertisers return on investment, or ROI, over
untargeted ads.[26]
Advertisers may also deliver ads based on a users suspected geography through geotargeting. A users IP address communicates some geographic information (at
minimum, the users country or general region). The geographic information from an IP can be supplemented and
rened with other proxies or information to narrow the
range of possible locations.[27] For example, with mobile
devices, advertisers can sometimes use a phones GPS receiver or the location of nearby mobile towers.[28] Cookies and other persistent data on a users machine may pro- News Feed Ads News Feed Ads, also called Sponsored Stories, Boosted Posts, typically exist on Social
vide help narrowing a users location further.[27]
Media Platforms that oer a steady stream of information updates (news feed[36] ) in regulated formats (i.e.
in similar sized small boxes with a uniform style). Those
2.1.1 Web banner advertising
advertisements are intertwined with non-promoted news
Web banners or banner ads typically are graphical ads dis- that the users are reading through. Those advertisements
played within a web page. Many banner ads are delivered can be of any content, such as promoting a website, a fan
by a central ad server.
page, an app, or a product.
Banner ads can use rich media to incorporate video, au- Some examples are: Facebooks Sponsored Stories,[37]
2.1
Display advertising
LinkedIns Sponsored Updates,[38] and Twitters Pro- ding. This involves many parties interacting automatimoted Tweets.[39]
cally in real time. In response to a request from the users
This display ads format falls into its own category because browser, the publisher content server sends the web page
unlike banner ads which are quite distinguishable, News content to the users browser over the Internet. The page
Feed Ads format blends well into non-paid news updates. does not yet contain ads, but contains links which cause
This format of online advertisement yields much higher the users browser to connect to the publisher ad server
to request that the spaces left for ads be lled in with
click-through rates than traditional display ads[40][41]
ads. Information identifying the user, such as cookies and
the page being viewed, is transmitted to the publisher ad
server.
2.1.2 Display advertising process overview
The process by which online advertising is displayed can
involve many parties. In the simplest case, the web site
publisher selects and serves the ads. Publishers which
operate their own advertising departments may use this
method.
Publisher
Content
Server
Publisher
Ad Server
The publisher ad server then communicates with a supplyside platform server. The publisher is oering ad space
for sale, so they are considered the supplier. The supply
side platform also receives the users identifying information, which it sends to a data management platform. At
the data management platform, the users identifying information is used to look up demographic information,
previous purchases, and other information of interest to
advertisers.
Broadly speaking, there are three types of data obtained
through such a data management platform:
First party data refers to the data retrieved from
customer relationship management (CRM)
platforms, in addition to website and paid media content or cross-platform data. This can
include data from customer behaviors, actions
or interests.[42]
Publisher
Ad Server
Agency
Ad Server
DSP
Data
Management
Platform
Ad
Exchange
Demand Side
Platform
DSP
The ad exchange puts the oer out for bid to demandside platforms. Demand side platforms act on behalf of
ad agencies, who sell ads which advertise brands. Demand side platforms thus have ads ready to display, and
Online advertising serving process using online bidding
are searching for users to view them. Bidders get the inAlternatively, ad space may be oered for sale in a bid- formation about the user ready to view the ad, and decide,
ding market using an ad exchange and real-time bid- based on that information, how much to oer to buy the
Publisher
Ad Server
Agency
Ad Server
Supply side
platform
DSP
Ad
Exchange
DSP
Brand
Agency
2 DELIVERY METHODS
ad space. According to the Internet Advertising Bureau, ing optimization a moving target for advertisers.[50][51][52]
a demand side platform has 10 milliseconds to respond Many vendors oer SEO services.[1]:22
to an oer. The ad exchange picks the winning bid and
informs both parties.
2.3.2 Sponsored search
The ad exchange then passes the link to the ad back
through the supply side platform and the publishers ad Sponsored search (also called sponsored links, search
server to the users browser, which then requests the ad ads, or paid search) allows advertisers to be included
content from the agencys ad server. The ad agency can in the sponsored results of a search for selected keythus conrm that the ad was delivered to the browser.[45] words. Search ads are often sold via real-time auc[19]:118[53]
In
This is simplied, according to the IAB. Exchanges may tions, where advertisers bid on keywords.
try to unload unsold (remnant) space at low prices addition to setting a maximum price per keyword, bids
through other exchanges. Some agencies maintain semi- may include time, language, geographical, and other
[19]:118
Search engines originally sold listings
permanent pre-cached bids with ad exchanges, and those constraints.
[19]:119
Modern search engines
may be examined before going out to additional demand in order of highest bids.
side platforms for bids. The process for mobile adver- rank sponsored listings based on a combination of bid
tising is dierent and may involve mobile carriers and price, expected click-through rate, keyword relevancy
and site quality.[21]
handset software manufacturers.[45]
2.2
Interstitial
An interstitial ad displays before a user can access requested content, sometimes while the user is waiting
for the content to load.[46] Interstitial ads are a form of
interruption marketing.[47][48]
2.2.1
Text ads
2.11
2.6
Email advertising
2.8
Adware
Content marketing is any marketing that involves the cre- Publishers use a variety of techniques to increase page
ation and sharing of media and publishing content in or- views, such as dividing content across multiple pages, reder to acquire and retain customers. This information purposing someone elses content, using sensational titles,
pays for the number of users who perform a desired acCPM advertising is susceptible to impression fraud, and tivity, such as completing a purchase or lling out a regisadvertisers who want visitors to their sites may not nd tration form. Performance-based compensation can also
per-impression payments a good proxy for the results they incorporate revenue sharing, where publishers earn a percentage of the advertisers prots made as a result of the
desire.[62]:14
ad. Performance-based compensation shifts the risk of
failed advertising onto publishers.[62]:4, 16
3.2
CPC (Cost Per Click) or PPC (Pay per click) means advertisers pay each time a user clicks on the ad. CPC
advertising works well when advertisers want visitors to
their sites, but its a less accurate measurement for advertisers looking to build brand awareness.[63] CPCs market
share has grown each year since its introduction, eclipsing CPM to dominate two-thirds of all online advertising
compensation methods.[1]:18[62]:1
3.3
3.4
4.2 Measurability
Cost per view video advertising. Both Google and
TubeMogul endorsed this standardized CPV metric to
the IABs (Interactive Advertising Bureau) Digital Video
Committee, and its garnering a notable amount of industry support.[67]
3.5
Attribution of ad value
3.6
Online advertisers can collect data on their ads eectiveness, such as the size of the potential audience or actual audience response,[19]:119 how a visitor reached their
advertisement, whether the advertisement resulted in a
sale, and whether an ad actually loaded within a visitors
view.[59][60]:59 This helps online advertisers improve their
ad campaigns over time.
4.3 Formatting
Advertisers have a wide variety of ways of presenting
their promotional messages, including the ability to convey images, video, audio, and links. Unlike many oine
ads, online ads also can be interactive.[18] For example,
some ads let users input queries[69] or let users follow the
advertiser on social media.[70] Online ads can even incorporate games.[71]
Publishers can oer advertisers the ability to reach cusCPA (Cost Per Action or Cost Per Acquisition) or PPP tomizable and narrow market segments for targeted ad(Pay Per Performance) advertising means the advertiser vertising. Online advertising may use geo-targeting to
5.4
Technological variations
4.5
Coverage
Online advertising can reach nearly every global market, 5.4.1 Heterogeneous clients
and online advertising inuences oine sales.[73][74][75]
Because users have dierent operating systems, web
browsers[84] and computer hardware (including mobile
4.6 Speed
devices and dierent screen sizes), online ads may appear
to users dierently from how the advertiser intended, or
Once ad design is complete, online ads can be deployed the ads may not display properly at all. A 2012 comScore
immediately. The delivery of online ads does not need to study revealed that, on average, 31% of ads were not
be linked to the publishers publication schedule. Fur- in-view when rendered, meaning they never had an
thermore, online advertisers can modify or replace ad opportunity to be seen.[85] Rich media ads create even
copy more rapidly than their oine counterparts.[76]
greater compatibility problems, as some developers may
use competing (and exclusive) software to render the ads
(see e.g. Comparison of HTML 5 and Flash).[86]
Concerns
5.2
Banner blindness
Eye-tracking studies have shown that Internet users often ignore web page zones likely to contain display ads
(sometimes called "banner blindness"), and this problem
is worse online than in oine media.[78] On the other
hand, studies suggest that even those ads ignored by the
users may inuence the user subconsciously.[79]
5.4.2 Ad-blocking
5.5
6 REGULATION
Privacy concerns
6 Regulation
In general, consumer protection laws apply equally to online and oine activities.[87]:i However, there are questions over which jurisdictions laws apply and which regulatory agencies have enforcement authority over transborder activity.[110]
As with oine advertising, industry participants have
undertaken numerous eorts to self-regulate and develop industry standards or codes of conduct. Several
United States advertising industry organizations jointly
published Self-Regulatory Principles for Online Behavioral Advertising based on standards proposed by the FTC
in 2009.[111] European ad associations published a similar
document in 2011.[112] Primary tenets of both documents
include consumer control of data transfer to third parties,
data security, and consent for collection of certain health
and nancial data.[111]:24 Neither framework, however,
penalizes violators of the codes of conduct.[113]
5.7
Spam
6.2 Delivery methods
The Internets low cost of disseminating advertising contributes to spam, especially by large-scale spammers. Numerous eorts have been undertaken to combat spam,
ranging from blacklists to regulatorily-required labeling
to content lters, but most of those eorts have adverse
collateral eects, such as mistaken ltering.[6]
9
email provide an opt-out mechanism.[110] Similarly, mobile advertising is governed by the Telephone Consumer
Protection Act of 1991 (TCPA), which (among other restrictions) requires user opt-in before sending advertising
via text messaging.
Compensation methods
See also
Ad server
App store optimization
Article marketing
Ad ltering
Classied advertising
Advertising network
Conversion rate
Digital marketing
Frequency capping
In-text advertising
Inbound marketing
Lead scoring
Article marketing
Aliate marketing
Bitcoin faucet
Central ad server
Click fraud
E-mail advertising
Media transparency
e-mail spam
Netnography
spamming
In-text advertising
Mobile advertising
Post-click marketing
Mobile marketing
Product feed
Mobile development
Real-time marketing
WAP
Overlay
Viral marketing
Visual marketing
Web banner
Online presence management
Industry calculations
Search engine marketing (SEM)
Click Through Rate (CTR)
Semantic advertising
Unicast ad
Web banner
10
References
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9.1
Text
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