Online advertising
Encyclopedia
Online advertising is a form of promotion
that uses the Internet
and World Wide Web
to deliver marketing
messages to attract customers. Examples of online advertising include contextual ads on search engine results page
s, banner ads, blog
s, Rich Media Ads, Social network advertising
, interstitial ads, online classified advertising, advertising network
s and e-mail marketing
, including e-mail spam
. Many of these types of ads are delivered by an Ad server.
presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.
Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords
, Yahoo! Search Marketing
and Google AdSense
enable ads to be shown on relevant web pages or alongside search result
A clear advantage consumers have with online advertisement is the control they have over the item, choosing whether to check it out or not.
Online advertisements may also offer various forms of animation. In its most common use, the term "online advertising" comprises all sorts of banner, e-mail, in-game, and keyword advertising, on platforms such as Facebook, Twitter, or Myspace has received increased relevance. Web-87related advertising has a variety of sites to publicize and reach a niche audience to focus its attention to a specific group. Research has proven that online advertising has given results and is a growing business revenue. For the year 2012, Jupiter research predicted $34.5 billion in US online advertising spending.
, CPC, and CPA
.
Third-party cookies can be blocked by most browsers to increase privacy and reduce tracking by advertising and tracking companies without negatively affecting the user's Web experience. Many advertising operators have an opt-out option to behavioral advertising, with a generic cookie in the browser stopping behavioral advertising.
or adware
. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. These programs are designed to dupe the user, acting effectively as Trojan horse
s. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs.
, rather than advertisements. Websites that unethically use online advertising for revenue frequently do not monitor what advertisements on their website link to, allowing advertisements to lead to sites with malicious software or adult material. The ethical propriety of advertisers that use web searches for competitors' brands to trigger their own ads has been questioned.
Website operators that ethically use online advertising typically use a small number of advertisements that are not intended to distract or irritate the user, and do not detract from the design and layout of their websites. Many website owners deal directly with companies that want to place ads, meaning that the website linked to by the advertisement is legitimate.
The overuse of technologies like Adobe Flash
in online advertising has led to some users disabling it in their browsers, or using browser plug-ins like Adblock
or NoScript
. Many sites use centralized advertising services whose advertisement may be blocked as a side effect of security and privacy measures, because the services require JavaScript
and cross-site requests to function, while such features are often not necessary to use the sites and are a potential source of vulnerabilities.
Some companies perform customer engagement
studies in online marketing to insure consumer satisfaction, through the use of online compliance centers, building and deploying fraud detection tools, while inspecting websites and publishers to insure website pages offer the highest degree of information security
and compliancy with Can Spam Requirements.
is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.
In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.
is often known as "opt-in e-mail advertising" to distinguish it from spam
.
. This is why metrics like interaction time are becoming more relevant. This may change in the future as display advertising is becoming much more targeted to users, much like how search engine ads can be extremely relevant to users based on what they are searching for. Display advertisers use cookie and browser history to determine demographics and interests of users and target appropriate ads to those browsers. Banner ad standards have changed over the years to larger sizes, in part due to increased resolution of standard monitors and browsers, in part to provide advertisers with more impact for their investment. The standards continue to evolve. Banner ads can be targeted to internet users in many different ways in order to reach the advertiser's most relevant audience. Behavioral retargeting
, demographic targeting, geographic targeting, and site based targeting are all common ways in which advertisers choose to target their banner ads.
is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc.). Today, this is usually accomplished through contracting with an affiliate network.
Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com
when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.
. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.
In the United States the Federal Trade Commission has been involved in the oversight of behavioral targeting
for some time. In 2011 the FTC proposed a "Do Not Track" mechanism to allow Internet users to opt-out
of behavioral targeting.
applies semantic analysis techniques to web pages. The process is meant to accurately interpret and classify the meaning and/or main subject of the page and then populate it with targeted advertising
spots. By closely linking content to advertising, it is assumed that the viewer will be more likely to show an interest (i.e., through engagement
) in the advertised product or service.
survey. Since 2008 Google controls estimated 69% of the online advertising market.
It should be noted that Google acquired DoubleClick in 2007 for a consideration of $3.1 billion. The above survey was based on a sample of 68 million domains.
Promotion (marketing)
Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....
that uses the Internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
and World Wide Web
World Wide Web
The World Wide Web is a system of interlinked hypertext documents accessed via the Internet...
to deliver marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
messages to attract customers. Examples of online advertising include contextual ads on search engine results page
Search engine results page
A search engine results page , is the listing of web pages returned by a search engine in response to a keyword query. The results normally include a list of web pages with titles, a link to the page, and a short description showing where the Keywords have matched content within the page...
s, banner ads, blog
Blog
A blog is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in...
s, Rich Media Ads, Social network advertising
Social network advertising
Social network advertising is a term that is used to describe a form of Online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site is that advertisers can take advantage of the users demographic information and target their ads...
, interstitial ads, online classified advertising, advertising network
Advertising network
An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand...
s and e-mail marketing
E-mail marketing
Email marketing is a form of direct marketing which uses email as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing...
, including e-mail spam
E-mail spam
Email spam, also known as junk email or unsolicited bulk email , is a subset of spam that involves nearly identical messages sent to numerous recipients by email. Definitions of spam usually include the aspects that email is unsolicited and sent in bulk. One subset of UBE is UCE...
. Many of these types of ads are delivered by an Ad server.
Competitive advantage over traditional advertising
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertisingInteractive advertising
Interactive advertising uses online or offline interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corporate or political groups....
presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.
Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords
AdWords
Google AdWords is Google's main advertising product and main source of revenue. Google's total advertising revenues were USD$28 billion in 2010. AdWords offers pay-per-click advertising, cost-per-thousand advertising, and site-targeted advertising for text, banner, and rich-media ads. The AdWords...
, Yahoo! Search Marketing
Yahoo! Search Marketing
Yahoo! Search Marketing is a keyword-based "Pay per click" or "Sponsored search" Internet advertising service provided by Yahoo!.Yahoo began offering this service after acquiring Overture Services, Inc....
and Google AdSense
AdSense
Google AdSense which is a program run by Google Inc. allows publishers in the Google Network of content sites to automatically serve text, image, video, and rich media adverts that are targeted to site content and audience. These adverts are administered, sorted, and maintained by Google, and they...
enable ads to be shown on relevant web pages or alongside search result
Online advertisement
The internet has become an ongoing emerging source that tends to expand more and more. The growth of this particular media attracts the attention of advertisers as a more productive source to bring in consumers.A clear advantage consumers have with online advertisement is the control they have over the item, choosing whether to check it out or not.
Online advertisements may also offer various forms of animation. In its most common use, the term "online advertising" comprises all sorts of banner, e-mail, in-game, and keyword advertising, on platforms such as Facebook, Twitter, or Myspace has received increased relevance. Web-87related advertising has a variety of sites to publicize and reach a niche audience to focus its attention to a specific group. Research has proven that online advertising has given results and is a growing business revenue. For the year 2012, Jupiter research predicted $34.5 billion in US online advertising spending.
Revenue models
The three most common ways in which online advertising is purchased are CPMCost Per Impression
Cost per impression, often abbreviated to CPI or CPM for Cost per thousand impressions, is a phrase often used in online advertising and marketing related to web traffic. It is used for measuring the worth and cost of a specific e-marketing campaign. This technique is applied with web banners,...
, CPC, and CPA
Cost Per Action
Cost Per Action or CPA is an online advertising pricing model, where the advertiser pays for each specified action linked to the advertisement....
.
- CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions) is when advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action.
- CPV (Cost Per Visitor) is when advertisers pay for the delivery of a Targeted Visitor to the advertisers website.
- CPV (Cost Per View) is when advertisers pay for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads).
- CPC (Cost Per Click) or PPCPay per clickPay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
(Pay per clickPay per clickPay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
) is when advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.
- CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance) advertising is performance based and is common in the affiliate marketingAffiliate marketingAffiliate marketing is a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts...
sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This model ignores any inefficiency in the sellers web site conversion funnelConversion funnelConversion funnel is a technical term used in e-commerce operations to describe the track a consumer takes through an Internet advertising or search system, navigating an e-commerce web site and finally converting to a sale....
. The following are common variants of CPA:- CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale.
- CPS (Cost Per Sale), PPSPay Per SalePay-per-sale or PPS is an online advertisement pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement...
(Pay Per SalePay Per SalePay-per-sale or PPS is an online advertisement pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement...
), or CPO (Cost Per Order) advertising is based on each time a sale is made. - CPECost per engagementThe term Cost Per Engagement was originated in late 2006 by Highedge, Inc., the company that developed the Brickfish social media advertising network. Highedge, Inc. owns the Cost Per Engagement trademark...
(Cost Per EngagementCost per engagementThe term Cost Per Engagement was originated in late 2006 by Highedge, Inc., the company that developed the Brickfish social media advertising network. Highedge, Inc. owns the Cost Per Engagement trademark...
) is a form of Cost Per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.
- Cost per conversionCost per conversionCost per conversion is an advertising and marketing term, describing the cost of acquiring a customer, typically calculated by dividing the total cost of an advertising campaign by the number of conversions...
Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.
Privacy
The use of online advertising has implications on the privacy and anonymity of users. If an advertising company has placed banners in two Web sites. Hosting the banner images on its servers and using third-party cookies, the advertising company is able to track the browsing of users across these two sites.Third-party cookies can be blocked by most browsers to increase privacy and reduce tracking by advertising and tracking companies without negatively affecting the user's Web experience. Many advertising operators have an opt-out option to behavioral advertising, with a generic cookie in the browser stopping behavioral advertising.
Malware
There is also a class of advertising methods which are considered unethical and may even be illegal. These include external applications which alter system settings (such as a browser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labelled as spywareSpyware
Spyware is a type of malware that can be installed on computers, and which collects small pieces of information about users without their knowledge. The presence of spyware is typically hidden from the user, and can be difficult to detect. Typically, spyware is secretly installed on the user's...
or adware
Adware
Adware, or advertising-supported software, is any software package which automatically plays, displays, or downloads advertisements to a computer. These advertisements can be in the form of a pop-up. They may also be in the user interface of the software or on a screen presented to the user during...
. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. These programs are designed to dupe the user, acting effectively as Trojan horse
Trojan horse (computing)
A Trojan horse, or Trojan, is software that appears to perform a desirable function for the user prior to run or install, but steals information or harms the system. The term is derived from the Trojan Horse story in Greek mythology.-Malware:A destructive program that masquerades as a benign...
s. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs.
Ethics
Online advertising encompasses a range of types of advertising, some of which are deployed ethically and some are not. Some websites use large numbers of advertisements, including flashing banners that distract the user, and some have misleading images designed to look like error messages from the operating systemOperating system
An operating system is a set of programs that manage computer hardware resources and provide common services for application software. The operating system is the most important type of system software in a computer system...
, rather than advertisements. Websites that unethically use online advertising for revenue frequently do not monitor what advertisements on their website link to, allowing advertisements to lead to sites with malicious software or adult material. The ethical propriety of advertisers that use web searches for competitors' brands to trigger their own ads has been questioned.
Website operators that ethically use online advertising typically use a small number of advertisements that are not intended to distract or irritate the user, and do not detract from the design and layout of their websites. Many website owners deal directly with companies that want to place ads, meaning that the website linked to by the advertisement is legitimate.
The overuse of technologies like Adobe Flash
Adobe Flash
Adobe Flash is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games and flash animations for broadcast...
in online advertising has led to some users disabling it in their browsers, or using browser plug-ins like Adblock
Adblock
Adblock Plus is a content-filtering extension for Mozilla Firefox and Google Chrome web browsers. ABP, a forked version of Adblock, allows users to prevent page elements, such as advertisements, from being downloaded and displayed.-How it works:Like Mozilla's built-in image blocker, Adblock...
or NoScript
NoScript
NoScript is a free and open-source extension for Mozilla Firefox, SeaMonkey, and other Mozilla-based web browsers, created and actively maintained by Giorgio Maone, an Italian software developer and member of the Mozilla Security Group...
. Many sites use centralized advertising services whose advertisement may be blocked as a side effect of security and privacy measures, because the services require JavaScript
JavaScript
JavaScript is a prototype-based scripting language that is dynamic, weakly typed and has first-class functions. It is a multi-paradigm language, supporting object-oriented, imperative, and functional programming styles....
and cross-site requests to function, while such features are often not necessary to use the sites and are a potential source of vulnerabilities.
Some companies perform customer engagement
Customer engagement
Customer engagement refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline....
studies in online marketing to insure consumer satisfaction, through the use of online compliance centers, building and deploying fraud detection tools, while inspecting websites and publishers to insure website pages offer the highest degree of information security
Information security
Information security means protecting information and information systems from unauthorized access, use, disclosure, disruption, modification, perusal, inspection, recording or destruction....
and compliancy with Can Spam Requirements.
Types
Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar HomepageThe Million Dollar Homepage
The Million Dollar Homepage is a website conceived in 2005 by Alex Tew, a student from Wiltshire, England, to raise money for his university education. The home page consists of a million pixels arranged in a pixel grid; the image-based links on it were sold for $1 per pixel in blocks...
is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.
- Floating ad: An ad which moves across the user's screen or floats above the content.
- Expanding ad: An ad which changes size and which may alter the contents of the webpage.
- Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed
- Wallpaper ad: An ad which changes the background of the page being viewed.
- Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.
- Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.
- Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
- Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in televisionTelevisionTelevision is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
, and many advertisers will use the same clips for both television and online advertising. - Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.
- Mobile ad: an SMSSMSSMS is a form of text messaging communication on phones and mobile phones. The terms SMS or sms may also refer to:- Computer hardware :...
text or multi-media message sent to a cell phone. - Superstitial: An animated adv on a Web page from Enliven Marketing Technologies. It uses video, 3D content or Flash to provide a TV-like advertisement. Used to be known as Unicast Transitional ads as they were originally made by Unicast Communications but the company was acquired by Viewpoint Corporation in 2004, which then changed its name to Enliven in 2008.
- Interstitial ad: a full-page ad that appears before a user reaches their original destination.
In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.
E-mail advertising
Legitimate Email advertising or E-mail marketingE-mail marketing
Email marketing is a form of direct marketing which uses email as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing...
is often known as "opt-in e-mail advertising" to distinguish it from spam
E-mail spam
Email spam, also known as junk email or unsolicited bulk email , is a subset of spam that involves nearly identical messages sent to numerous recipients by email. Definitions of spam usually include the aspects that email is unsolicited and sent in bulk. One subset of UBE is UCE...
.
Display advertising
Display advertising appears on web pages in many forms, including web banners. These banners can consist of static or animated images, as well as interactive media that may include audio and video elements. Display advertising on the Internet is widely used for brandingBrand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
. This is why metrics like interaction time are becoming more relevant. This may change in the future as display advertising is becoming much more targeted to users, much like how search engine ads can be extremely relevant to users based on what they are searching for. Display advertisers use cookie and browser history to determine demographics and interests of users and target appropriate ads to those browsers. Banner ad standards have changed over the years to larger sizes, in part due to increased resolution of standard monitors and browsers, in part to provide advertisers with more impact for their investment. The standards continue to evolve. Banner ads can be targeted to internet users in many different ways in order to reach the advertiser's most relevant audience. Behavioral retargeting
Behavioral retargeting
Behavioral retargeting is a form of online targeted advertising by which online advertising is targetted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.-Retargeting practices:In its most basic form, retargeting serves...
, demographic targeting, geographic targeting, and site based targeting are all common ways in which advertisers choose to target their banner ads.
Affiliate marketing
Affiliate marketingAffiliate marketing
Affiliate marketing is a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts...
is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc.). Today, this is usually accomplished through contracting with an affiliate network.
Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com
Amazon.com
Amazon.com, Inc. is a multinational electronic commerce company headquartered in Seattle, Washington, United States. It is the world's largest online retailer. Amazon has separate websites for the following countries: United States, Canada, United Kingdom, Germany, France, Italy, Spain, Japan, and...
when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.
Behavioral targeting
In addition to contextual targeting, online advertising can be targeted based on a user's online behavior. This practice is known as behavioral targetingBehavioral targeting
Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select...
. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.
In the United States the Federal Trade Commission has been involved in the oversight of behavioral targeting
FTC Regulation of Behavioral Advertising
The United States Federal Trade Commission has been involved in oversight of the behavioral targeting techniques used by online advertisers since the mid-1990s. These techniques, known initially as online profiling, and now known as behavioral targeting, are used to target online behavioral...
for some time. In 2011 the FTC proposed a "Do Not Track" mechanism to allow Internet users to opt-out
Opt-out
The term opt-out refers to several methods by which individuals can avoid receiving unsolicited product or service information. This ability is usually associated with direct marketing campaigns such as telemarketing, e-mail marketing, or direct mail. A list of those who have opted-out is called a...
of behavioral targeting.
Semantic advertising
Semantic advertisingSemantic advertising
Semantic advertising applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the...
applies semantic analysis techniques to web pages. The process is meant to accurately interpret and classify the meaning and/or main subject of the page and then populate it with targeted advertising
Targeted advertising
Targeted advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits such as demographics, purchase history, or observed behavior....
spots. By closely linking content to advertising, it is assumed that the viewer will be more likely to show an interest (i.e., through engagement
Engagement (marketing)
Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television contact, or other experience....
) in the advertised product or service.
Ad server market structure
Given below is a list of top Ad server vendors in 2008 with figures in millions of viewers published in an AttributorAttributor
Attributor is a provider of digital content protection for the publishing industry. Its products enable publishers to identify and verify copy infringement, enforce authorized use, analyze market demand and monetize digital content.- Features :...
survey. Since 2008 Google controls estimated 69% of the online advertising market.
| Vendor | Ad viewers (millions) |
|---|---|
| Google Google Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program... |
1,118 |
| DoubleClick DoubleClick DoubleClick is a subsidiary of Google that develops and provides Internet ad serving services. Its clients include agencies, marketers and publishers who serve customers like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa USA, Nike, Carlsberg among others... (Google) |
1,079 |
| Yahoo! Yahoo! Yahoo! Inc. is an American multinational internet corporation headquartered in Sunnyvale, California, United States. The company is perhaps best known for its web portal, search engine , Yahoo! Directory, Yahoo! Mail, Yahoo! News, Yahoo! Groups, Yahoo! Answers, advertising, online mapping ,... |
362 |
| MSN MSN MSN is a collection of Internet sites and services provided by Microsoft. The Microsoft Network debuted as an online service and Internet service provider on August 24, 1995, to coincide with the release of the Windows 95 operating system.The range of services offered by MSN has changed since its... (Microsoft) |
309 |
| AOL AOL AOL Inc. is an American global Internet services and media company. AOL is headquartered at 770 Broadway in New York. Founded in 1983 as Control Video Corporation, it has franchised its services to companies in several nations around the world or set up international versions of its services... |
156 |
| Adbrite AdBrite AdBrite, Inc. is an online advertising network based in San Francisco, California. It was founded by Philip J. Kaplan and Gidon Wise.AdBrite serves advertisements on 112,009 sites, according to their published statistics , and is the 10th largest advertising network on the Internet, according to... |
73 |
| Total | 3,097 |
It should be noted that Google acquired DoubleClick in 2007 for a consideration of $3.1 billion. The above survey was based on a sample of 68 million domains.
See also
- Industry calculations:
- Click Through Rate (CTR)
- Cost Per ActionCost Per ActionCost Per Action or CPA is an online advertising pricing model, where the advertiser pays for each specified action linked to the advertisement....
(CPA)- effective Cost Per Action (eCPA)
- Cost Per Click or Pay Per ClickPay per clickPay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
(CPC or PPC) - Cost Per ImpressionCost Per ImpressionCost per impression, often abbreviated to CPI or CPM for Cost per thousand impressions, is a phrase often used in online advertising and marketing related to web traffic. It is used for measuring the worth and cost of a specific e-marketing campaign. This technique is applied with web banners,...
(CPI)- Cost Per MilleCost Per MilleCost per mille , also called cost ‰ and cost per thousand , is a commonly used measurement in advertising. Radio, television, newspaper, magazine, out-of-home advertising, and online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers...
(CPM), also known as Cost Per Thousand (CPT)- effective Cost Per Mille (eCPM)
- Cost Per Mille
- Compensation methodsCompensation methodsCompensation methods , Pricing models and business models used for the different types of internet marketing, including affiliate marketing, contextual advertising, search engine marketing and display advertising.-Predominant compensation methods in affiliate marketing:The following models...
- Classified advertisingClassified advertisingClassified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals which may be sold or distributed free of charge...
- Web advertising:
- Ad filteringAd filteringAd filtering or ad blocking is removing or altering advertising content in a webpage. Advertising can exist in a variety of forms including pictures, animations, text, or pop-up windows. More advanced filters allow fine-grained control of advertisements through features such as blacklists,...
- Advertising networkAdvertising networkAn online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand...
- Article marketingArticle marketingArticle marketing is a type of advertising in which businesses write short articles related to their respective industry. These articles are made available for distribution and publication in the marketplace. Each article has a bio box and byline that include references and contact information for...
- Affiliate marketingAffiliate marketingAffiliate marketing is a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts...
- Central ad server
- Click fraudClick fraudClick fraud is a type of Internet crime that occurs in pay per click online advertising when a person, automated script or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target...
- Dot Commercials
- In-text advertisingIn-text advertisingIn-text advertising is a form of contextual advertising where specific keywords within the text of a web-page are matched with advertising and/or related information units.-Description:...
- Online classified advertising
- OverlayOverlayOverlay may refer to:*Overlay architecture, term used to describe ‘event architecture’ and relates to the temporary elements that supplement existing buildings and infrastructure to enable the operation of major sporting events or festivals....
- Pay per clickPay per clickPay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
- Pay per playPay per playPay per play , also known as Cash per play , is an online advertising method that plays an audio advertisement on websites. The term "pay per play" comes from advertisers paying for each audio ad played. Also, the web page playing the audio ad is normally paid for each ad they serve. Ads are...
- Performance-based advertisingPerformance-based advertisingWith performance-based advertising, the advertiser pays only for measurable results.With other forms of advertising they pay regardless of results....
- Pop-up adPop-up adPop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements...
- Semantic advertisingSemantic advertisingSemantic advertising applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the...
- Unicast ad
- Web bannerWeb bannerA web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser...
- Ad filtering
- E-mail advertising:
- e-mail spamE-mail spamEmail spam, also known as junk email or unsolicited bulk email , is a subset of spam that involves nearly identical messages sent to numerous recipients by email. Definitions of spam usually include the aspects that email is unsolicited and sent in bulk. One subset of UBE is UCE...
- opt-in e-mail advertising
- spammingSpam (electronic)Spam is the use of electronic messaging systems to send unsolicited bulk messages indiscriminately...
- e-mail spam
- Search Engines
- Search Engine MarketingSearch engine marketingSearch engine marketing, , is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion...
(SEM) - Search Engine OptimizationSearch engine optimizationSearch engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
(SEO)
- Search Engine Marketing
- Mobile Advertising
- Mobile MarketingMobile MarketingMobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing....
- Mobile DevelopmentMobile developmentMobile application development is the process by which application software is developed for small low-power handheld devices such as personal digital assistants, enterprise digital assistants or mobile phones...
- WAPWireless Application ProtocolWireless Application Protocol is a technical standard for accessing information over a mobile wireless network.A WAP browser is a web browser for mobile devices such as mobile phones that uses the protocol.Before the introduction of WAP, mobile service providers had limited opportunities to offer...
- Mobile Marketing