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12.S: Online advertising(Summary)

  • Page ID
    42128
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    Online advertising has two main objectives:

    • Branding
    • 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)

    • Behaviour
    • Frequency and sequencing
    • Exclusivity
    • 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.


    This page titled 12.S: Online advertising(Summary) is shared under a CC BY-NC-SA 3.0 license and was authored, remixed, and/or curated by Rob Stokes via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.