Online advertising has two main objectives:
- Direct response, engagement and sales.
The Internet allows for highly targeted and highly trackable advertising across a variety of online media. Some ways that advertisers can use the Internet are:
- Banner adverts
- Interstitial banners
- Popups and pop-unders
- Floating adverts
- Wallpaper adverts
- Map adverts.
Ad servers provide trafficking, tracking and reporting solutions to both advertisers and publishers. They allow advertisers to target display adverts based on parameters, including: User profile (location, operating system, browser, connection type)
- Frequency and sequencing
- Context of content.
Technology allows for increased levels of interaction within an advert, and for advertising tailored to engagement media such as online videos and social network applications.