Online Advertising Book

8/18/2019 Online Advertising Book

1/14

Online advertising

Online advertising, also called online marketing or In-

ternet advertising or web advertising, is a form of mar-

keting and advertising which uses the Internet to deliver

promotional marketing messages to consumers. It in-

cludes email marketing, search engine marketing (SEM),

social media marketing, many types of display advertis-

ing (including web banner advertising), and mobile ad-

vertising. Like other advertising media, online advertis-

ing frequently involves both a publisher, who integrates

advertisements into its online content, and an advertiser,

who provides the advertisements to be displayed on thepublisher’s 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 affiliates who do in-

dependent promotional work for the advertiser.

In 2011, Internet advertising revenues in the United States

surpassed those of cable television and nearly exceeded

those of broadcast television.[1]:19 In 2013, Internet ad-

vertising revenues in the United States totaled $42.8 bil-

lion, a 17% increase over the $36.57 billion in revenues

in 2012.[2]:4–5 U.S. internet ad revenue hit a historic high

of $20.1 billion for the first half of 2013, up 18% overthe same period in 2012.[3] Online advertising is widely

used across virtually all industry sectors.[1]:16

Many common online advertising practices are contro-

versial and increasingly subject to regulation. Online ad

revenues may not adequately replace other publishers’

revenue streams. Declining ad revenue has led some pub-

lishers to hide their content behind paywalls.[4]

1 History

In early days of the Internet, online advertising was

mostly prohibited. For example, two of the predeces-

sor networks to the Internet, ARPANET and NSFNet,

had “acceptable use policies” that banned network “use

for commercial activities by for-profit institutions”.[5][6]

The NSFNet began phasing out its commercial use ban

in 1991.[7][8][9][10]

1.1 Email

The first widely publicized example of online advertis-

ing 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 ARPANET’s

American west coast users, advertising an open house for

a new model of a DEC computer.[6][11] Despite the pre-

vailing acceptable use policies, electronic mail market-

ing rapidly expanded[12] and eventually became known

as "spam.”

The first known large-scale non-commercial spam mes-

sage was sent on 18 January 1994 by an Andrews Uni-

versity 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 firm, broadly promoted their legal services ina USENET posting titled “Green Card Lottery – Fi-

nal One?"[14] Canter and Siegel’s Green Card USENET

spam raised the profile of online advertising, stimulat-

ing widespread interest in advertising via both Usenet

and traditional email.[13] More recently, spam has evolved

into a more industrial operation, where spammers use

armies of virus-infected computers (botnets) to send

spam remotely.[11]

1.2 Display ads

Online banner advertising began in the early 1990s as

page owners sought additional revenue streams to sup-

port their content. Commercial online service Prodigy

displayed banners at the bottom of the screen to promote

Sears products.[15] The first clickable web ad was sold by

Global Network Navigator in 1993 to a Silicon Valley law

firm.[16] In 1994, web banner advertising became main-

stream when HotWired, the online component of Wired

Magazine, sold banner ads to AT&T and other compa-

nies. The first AT&T ad on HotWired had a 44% click-

through rate, and instead of directing clickers to AT&T’swebsite, the ad linked to an online tour of seven of the

world’s most acclaimed art museums.[17][18]

1.3 Search ads

GoTo.com (renamed Overture in 2001, and acquired by

Yahoo! in 2003) created the first search advertising key-

word auction in 1998.[19]:119 Google launched its “Ad-

Words” search advertising program in 2000[20] and intro-

duced quality-based ranking allocation in 2002,[21] whichsorts search advertisements by a combination of bid price

and searchers’ likeliness to click on the ads.[19]:123

1

https://en.wikipedia.org/wiki/Googlehttps://en.wikipedia.org/wiki/Yahoo!https://en.wikipedia.org/wiki/Overture_Serviceshttps://en.wikipedia.org/wiki/AT&Thttps://en.wikipedia.org/wiki/Wired_(magazine)https://en.wikipedia.org/wiki/Wired_(magazine)https://en.wikipedia.org/wiki/HotWiredhttps://en.wikipedia.org/wiki/Global_Network_Navigatorhttps://en.wikipedia.org/wiki/Searshttps://en.wikipedia.org/wiki/Prodigy_(online_service)https://en.wikipedia.org/wiki/Botnethttps://en.wikipedia.org/wiki/List_of_spammershttps://en.wikipedia.org/wiki/Laurence_Canter_and_Martha_Siegelhttps://en.wikipedia.org/wiki/USENEThttps://en.wikipedia.org/wiki/Cross-posthttps://en.wikipedia.org/wiki/Andrews_Universityhttps://en.wikipedia.org/wiki/Andrews_Universityhttps://en.wikipedia.org/wiki/Spam_(electronic)https://en.wikipedia.org/wiki/Gary_Thuerk#History_of_Internet_spamhttps://en.wikipedia.org/wiki/Digital_Equipment_Corporationhttps://en.wikipedia.org/wiki/NSFNethttps://en.wikipedia.org/wiki/ARPANEThttps://en.wikipedia.org/wiki/Paywallhttps://en.wikipedia.org/wiki/Broadcast_televisionhttps://en.wikipedia.org/wiki/Cable_televisionhttps://en.wikipedia.org/wiki/Advertising_affiliatehttps://en.wikipedia.org/wiki/Ad_serverhttps://en.wikipedia.org/wiki/Advertising_agencieshttps://en.wikipedia.org/wiki/Mobile_advertisinghttps://en.wikipedia.org/wiki/Mobile_advertisinghttps://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/Display_advertisinghttps://en.wikipedia.org/wiki/Display_advertisinghttps://en.wikipedia.org/wiki/Search_engine_marketinghttps://en.wikipedia.org/wiki/Promotion_(marketing)


2/14

2 2 DELIVERY METHODS

1.4 Recent trends

More recently, companies have sought to merge their

advertising messages into editorial content or valuable

services. Examples include Red Bull's Red Bull Media

House streaming Felix Baumgartner's jump from space

online, Coca-Cola's online magazines, and Nike's free ap-plications for performance tracking.[18] Advertisers are

also embracing social media[22][23] and mobile advertis-

ing; mobile ad spending has grown 90% each year from

2010 to 2013.[1]:13

2 Delivery methods

2.1 Display advertising

Display advertising conveys its advertising message visu-

ally using text, logos, animations, videos, photographs, or

other graphics. Display advertisers frequently target users

with particular traits to increase the ads’ effect. Online

advertisers (typically through their ad servers) often use

cookies, which are unique identifiers of specific comput-

ers, to decide which ads to serve to a particular consumer.

Cookies can track whether a user left a page without buy-

ing 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 web-

sites about a user’s online activity, they can create a de-

tailed picture of the user’s 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 tar-

geting, and contextual advertising all are designed to in-

crease an advertiser’s return on investment, or ROI, over

untargeted ads.[26]

Advertisers may also deliver ads based on a user’s sus-

pected geography through geotargeting. A user’s IP ad-

dress communicates some geographic information (at

minimum, the user’s country or general region). The geo-

graphic information from an IP can be supplemented and

refined with other proxies or information to narrow the

range of possible locations.[27] For example, with mobile

devices, advertisers can sometimes use a phone’s GPS re-

ceiver or the location of nearby mobile towers.[28] Cook-

ies and other persistent data on a user’s machine may pro-

vide help narrowing a user’s location further.[27]

2.1.1 Web banner advertising

Web banners or banner ads typically are graphical ads dis-

played within a web page. Many banner ads are deliveredby a central ad server.

Banner ads can use rich media to incorporate video, au-

dio, animations, buttons, forms, or other interactive el-

ements using Java applets, HTML5, Adobe Flash, and

other programs.

Frame ad (traditional banner) Frame ads were the

first form of web banners.[17] The colloquial usage of“banner ads” often refers to traditional frame ads. Web-

site publishers incorporate frame ads by setting aside a

particular space on the web page. The Interactive Adver-

tising Bureau's Ad Unit Guidelines proposes standardized

pixel dimensions for ad units.

Pop-ups/pop-unders A pop-up ad is displayed in a

new web browser window that opens above a website vis-

itor’s initial browser window.[29] A pop-under ad opens

a new browser window under a website visitor’s initial

browser window.[1]:22 Pop-under ads and similar tech-

nologies are now advised against by online authorities

such as Google, who state that they “do not condone this

practice”.[30]

Floating ad A floating ad, or overlay ad, is a type of

rich media advertisement that appears superimposed over

the requested website’s content. Floating ads may disap-

pear or become less obtrusive after a preset time period.

Expanding ad An expanding ad is a rich media frame

ad that changes dimensions upon a predefined condition,such as a preset amount of time a visitor spends on a web-

page, the user’s click on the ad, or the user’s mouse move-

ment over the ad.[31] Expanding ads allow advertisers to

fit more information into a restricted ad space.

Trick banners A trick banner is a banner ad where the

ad copy imitates some screen element users commonly

encounter, such as an operating system message or pop-

ular application message, to induce ad clicks.[32] Trick

banners typically do not mention the advertiser in the ini-

tial ad, and thus they are a form of bait-and-switch.[33][34]

Trick banners commonly attract a higher-than-averageclick-through rate, but tricked users may resent the ad-

vertiser for deceiving them.[35]

News Feed Ads “News Feed Ads”, also called “Spon-

sored Stories”, “Boosted Posts”, typically exist on Social

Media Platforms that offer a steady stream of informa-

tion updates (“news feed”[36]) in regulated formats (i.e.

in similar sized small boxes with a uniform style). Those

advertisements are intertwined with non-promoted news

that the users are reading through. Those advertisements

can be of any content, such as promoting a website, a fanpage, an app, or a product.

Some examples are: Facebook’s “Sponsored Stories”,[37]

https://en.wikipedia.org/wiki/Click-through_ratehttps://en.wikipedia.org/wiki/Bait-and-switchhttps://en.wikipedia.org/wiki/Rich_mediahttps://en.wikipedia.org/wiki/Pop-under_adhttps://en.wikipedia.org/wiki/Pop-up_adhttps://en.wikipedia.org/wiki/Interactive_Advertising_Bureauhttps://en.wikipedia.org/wiki/Interactive_Advertising_Bureauhttps://en.wikipedia.org/wiki/Adobe_Flashhttps://en.wikipedia.org/wiki/HTML5https://en.wikipedia.org/wiki/Java_applethttps://en.wikipedia.org/wiki/Rich_mediahttps://en.wikipedia.org/wiki/Central_ad_serverhttps://en.wikipedia.org/wiki/Banner_adhttps://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/GPShttps://en.wikipedia.org/wiki/IP_addresshttps://en.wikipedia.org/wiki/IP_addresshttps://en.wikipedia.org/wiki/Geotargetinghttps://en.wikipedia.org/wiki/Return_on_investmenthttps://en.wikipedia.org/wiki/Semantic_technologyhttps://en.wikipedia.org/wiki/Contextual_advertisinghttps://en.wikipedia.org/wiki/Behavioral_targetinghttps://en.wikipedia.org/wiki/Personalized_retargetinghttps://en.wikipedia.org/wiki/HTTP_cookiehttps://en.wikipedia.org/wiki/Targeted_advertisinghttps://en.wikipedia.org/wiki/Display_advertisinghttps://en.wikipedia.org/wiki/Nike,_Inc.https://en.wikipedia.org/wiki/Coca-Colahttps://en.wikipedia.org/wiki/Felix_Baumgartnerhttps://en.wikipedia.org/wiki/Red_Bull


3/14

2.1 Display advertising 3

LinkedIn’s “Sponsored Updates”,[38] and Twitter’s “Pro-

moted Tweets”.[39]

This display ads format falls into its own category because

unlike banner ads which are quite distinguishable, News

Feed Ads’ format blends well into non-paid news updates.

This format of online advertisement yields much higherclick-through rates than traditional display ads[40][41]

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

Ad Server

Publisher

Content

Server

Online advertising serving process - simple publisher case

Theads may be outsourced to an advertising agency under

contract with the publisher, and served from the advertis-

ing agency’s servers.

Publisher

Ad Server

Agency

Ad Server

Publisher

Content

Server

Online advertising serving process using an ad agency

PublisherAd Server

Agency

Ad Server

PublisherContent

Server

Supplysideplatform

Brand

Agency

AdExchange

DemandSidePlatform

DSP

DSP

DSP

DSP

DataManagement

Platform

AdExchange

Online advertising serving process using online bidding

Alternatively, ad space may be offered for sale in a bid-

ding market using an ad exchange and real-time bid-

ding. This involves many parties interacting automati-

cally in real time. In response to a request from the user’s

browser, the publisher content server sends the web page

content to the user’s browser over the Internet. The page

does not yet contain ads, but contains links which cause

the user’s browser to connect to the publisher ad server

to request that the spaces left for ads be filled in withads. Information identifying the user, such as cookies and

the page being viewed, is transmitted to the publisher ad

server.

Thepublisher ad server then communicates with a supply-

side platform server. The publisher is offering ad space

for sale, so they are considered the supplier. The supply

side platform also receives the user’s identifying informa-

tion, which it sends to a data management platform. At

the data management platform, the user’s identifying in-

formation 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 me-

dia content or cross-platform data. This can

include data from customer behaviors, actions

or interests.[42]

Second party data refers to an amalgamationof statistics related to cookie pools on exter-

nal publications and platforms. The data is

provided directly from the source (adservers,

hosted solutions for social or an analytics plat-

form). It is also possible to negotiate a deal

with a particular publisher to secure specific

data points or audiences.[43]

Third party data is sourced from external

providers and often aggregated from numerous

websites. Businesses sell third-party data and

are able to share this via an array of distribu-tion avenues.[44]

This customer information is combined and returned to

the supply side platform, which can now package up the

offer of ad space along with information about the user

who will view it. The supply side platform sends that offer

to an ad exchange.

The ad exchange puts the offer out for bid to demand-

side platforms. Demand side platforms act on behalf of

ad agencies, who sell ads which advertise brands. De-

mand side platforms thus have ads ready to display, and

are searching for users to view them. Bidders get the in-formation about the user ready to view the ad, and decide,

based on that information, how much to offer to buy the

https://en.wikipedia.org/wiki/Demand-side_platformhttps://en.wikipedia.org/wiki/Demand-side_platformhttps://en.wikipedia.org/wiki/Ad_exchangehttps://en.wikipedia.org/wiki/Customer_relationship_managementhttps://en.wikipedia.org/wiki/Supply-side_platformhttps://en.wikipedia.org/wiki/Supply-side_platformhttps://en.wikipedia.org/wiki/Cookieshttps://en.wikipedia.org/wiki/Ad_exchange


4/14

4 2 DELIVERY METHODS

ad space. According to the Internet Advertising Bureau,

a demand side platform has 10 milliseconds to respond

to an offer. The ad exchange picks the winning bid and

informs both parties.

The ad exchange then passes the link to the ad back

through the supply side platform and the publisher’s adserver to the user’s browser, which then requests the ad

content from the agency’s ad server. The ad agency can

thus confirm that the ad was delivered to the browser.[45]

This is simplified, according to the IAB. Exchanges may

try to unload unsold (“remnant”) space at low prices

through other exchanges. Some agencies maintain semi-

permanent pre-cached bids with ad exchanges, and those

may be examined before going out to additional demand

side platforms for bids. The process for mobile adver-

tising is different and may involve mobile carriers and

handset software manufacturers.[45]

2.2 Interstitial

An interstitial ad displays before a user can access re-

quested 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

A text ad displays text-based hyperlinks. Text-based ads

may display separately from a web page’s primary con-

tent, or they can be embedded by hyperlinking individual

words or phrases to advertiser’s websites. Text ads may

also be delivered through email marketing or text mes-

sage marketing. Text-based ads often render faster than

graphical ads and can be harder for ad-blocking software

to block.[49]

2.3 Search engine marketing (SEM)

Search engine marketing, or SEM, is designed to in-

crease a website’s visibility in search engine results pages

(SERPs). Search engines provide sponsored results andorganic (non-sponsored) results based on a web searcher’s

query.[19]:117 Search engines often employ visual cues

to differentiate sponsored results from organic results.

Search engine marketing includes all of an advertiser’s

actions to make a website’s listing more prominent for

topical keywords.

2.3.1 Search engine optimization (SEO)

Search engine optimization, or SEO, attempts to im-

prove a website’s organic search rankings in SERPs by in-

creasing the website content’s relevance to search terms.Search engines regularly update their algorithms to penal-

ize poor quality sites that try to game their rankings, mak-

ing optimization a moving target for advertisers.[50][51][52]

Many vendors offer SEO services.[1]:22

2.3.2 Sponsored search

Sponsored search (also called sponsored links, searchads, or paid search) allows advertisers to be included

in the sponsored results of a search for selected key-

words. Search ads are often sold via real-time auc-

tions, where advertisers bid on keywords.[19]:118[53] In

addition to setting a maximum price per keyword, bids

may include time, language, geographical, and other

constraints.[19]:118 Search engines originally sold listings

in order of highest bids.[19]:119 Modern search engines

rank sponsored listings based on a combination of bid

price, expected click-through rate, keyword relevancy

and site quality.[21]

2.4 Social media marketing

Social media marketing is commercial promotion con-

ducted through social media websites. Many compa-

nies promote their products by posting frequent updates

and providing special offers through their social media

profiles.[54]

2.5 Mobile advertising

Mobile advertising is ad copy delivered through wireless

mobile devices such as smartphones, feature phones, or

tablet computers. Mobile advertising may take the form

of static or rich media display ads, SMS (Short Message

Service) or MMS (Multimedia Messaging Service) ads,

mobile search ads, advertising within mobile websites, or

ads within mobile applications or games (such as intersti-

tial ads, "advergaming,” or application sponsorship).[1]:23

Industry groups such as the Mobile Marketing Associa-

tion have attempted to standardize mobile ad unit spec-

ifications, similar to the IAB’s efforts for general online

advertising.[48]

Mobile advertising is growing rapidly for several reasons.

There are more mobile devices in the field, connectiv-

ity speeds have improved (which, among other things, al-

lows for richer media ads to be served quickly), screen

resolutions have advanced, mobile publishers are becom-

ing more sophisticated about incorporating ads, and con-

sumers are using mobile devices more extensively.[1]:14

The Interactive Advertising Bureau predicts continued

growth in mobile advertising with the adoption of

location-based targeting and other technological features

not available or relevant on personal computers.[1]:14 In

July 2014 Facebook reported advertising revenue for the

June 2014 quarter of $2.68 billion, an increase of 67 per-

cent over the second quarter of 2013. Of that, mobileadvertising revenue accounted for around 62 percent, an

increase of 41 percent on the previous year.

https://en.wikipedia.org/wiki/Facebookhttps://en.wikipedia.org/wiki/Advergaminghttps://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttps://en.wikipedia.org/wiki/Feature_phonehttps://en.wikipedia.org/wiki/Smartphonehttps://en.wikipedia.org/wiki/Mobile_advertisinghttps://en.wikipedia.org/wiki/Social_mediahttps://en.wikipedia.org/wiki/Social_media_marketinghttps://en.wikipedia.org/wiki/Search_engine_marketing#Paid_inclusionhttps://en.wikipedia.org/wiki/Organic_searchhttps://en.wikipedia.org/wiki/Search_engine_optimizationhttps://en.wikipedia.org/wiki/Search_engine_results_pageshttps://en.wikipedia.org/wiki/Search_engine_marketinghttps://en.wikipedia.org/wiki/Mobile_advertisinghttps://en.wikipedia.org/wiki/Mobile_advertisinghttps://en.wikipedia.org/wiki/Online_advertising#Email_advertisinghttps://en.wikipedia.org/wiki/Hyperlinkhttps://en.wikipedia.org/wiki/Interruption_marketinghttps://en.wikipedia.org/wiki/Millisecondshttps://en.wikipedia.org/wiki/Internet_Advertising_Bureau


5/14

2.11 Online marketing platform 5

2.6 Email advertising

Email advertising is ad copy comprising an entire email

or a portion of an email message.[1]:22 Email marketing

may be unsolicited, in which case the sender may give the

recipient an option to opt out of future emails, or it may

be sent with the recipient’s prior consent (opt-in).

2.6.1 Chat advertising

As opposed to static messaging, chat advertising refers to

real time messages dropped to users on certain sites. This

is done by the usage of live chat software or tracking ap-

plications installed within certain websites with the op-

erating personnel behind the site often dropping adverts

on the traffic surfing around the sites. In reality this is a

subset of the email advertising but different because of

its time window.

2.7 Online classified advertising

Online classified advertising is advertising posted online

in a categorical listing of specific products or services.

Examples include online job boards, online real estate

listings, automotive listings, online yellow pages, and on-

line auction-based listings.[1]:22 Craigslist and eBay are

two prominent providers of online classified listings.

2.8 Adware

Adware is software that, once installed, automatically dis-

plays advertisements on a user’s computer. The ads may

appear in the software itself, integrated into web pages

visited by the user, or in pop-ups/pop-unders.[55] Ad-

ware installed without the user’s permission is a type of

malware.[56]

2.9 Affiliate marketing

Affiliate marketing (sometimes called lead generation)

occurs when advertisers organize third parties to gener-ate potential customers for them. Third-party affiliates

receive payment based on sales generated through their

promotion.[1]:22 Affiliate marketers generate traffic to of-

fers from affiliate networks, and when the desired ac-

tion is taken by the visitor, the affiliate earns a commis-

sion. These desired actions can be an email submission,

a phone call, filling out an online form, or an online order

being completed.

2.10 Content Marketing

Content marketing is any marketing that involves the cre-ation and sharing of media and publishing content in or-

der to acquire and retain customers. This information

can be presented in a variety of formats, including blogs,

news, video, white papers, e-books, infographics, case

studies, how-to guides and more.

Considering that most marketing involves some form of

published media, it is almost (though not entirely) redun-

dant to call 'content marketing' anything other than sim-ply 'marketing'. There are, of course, other forms of mar-

keting (in-person marketing, telephone-based marketing,

word of mouth marketing, etc.) where the label is more

useful for identifying the type of marketing. However,

even these are usually merely presenting content that they

are marketing as information in a way that is different

from traditional print, radio, TV, film, email, or web me-

dia.

2.11 Online marketing platform

Online marketing platform (OMP) is an integrated web-based platform that combines the benefits of a business

directory, local search engine, search engine optimi-

sation (SEO) tool, customer relationship management

(CRM) package and content management system (CMS).

Ebay and Amazon are used as online marketing and

logistics management platforms. On Facebook, Twitter,

YouTube, Pinterest, LinkedIn, and other Social Media,

retail online marketing is also used. Online business mar-

keting platforms such as Marketo, Aprimo, MarketBright

and Pardot have been bought by major IT companies

(Eloqua-Oracle, Neolane-Adobe and Unica-IBM).

3 Compensation methods

Advertisers and publishers use a wide range of payment

calculation methods. In 2012, advertisers calculated

32% of online advertising transactions on a cost-per-

impression basis, 66% on customer performance (e.g.

cost per click or cost per acquisition), and 2% on hybrids

of impression and performance methods.[1]:17

3.1 CPM (cost per mille)

Cost per mille, often abbreviated to CPM, means that

advertisers pay for every thousand displays of their mes-

sage to potential customers (mille is the Latin word for

thousand). In the online context, ad displays are usually

called “impressions.” Definitions of an “impression” vary

among publishers,[57] and some impressions may not be

charged because they don't represent a new exposure to

an actual customer.[58] Advertisers can use technologies

such as web bugs to verify if an impression is actually

delivered.[59][60]:59

Publishers use a variety of techniques to increase pageviews, such as dividing content across multiple pages, re-

purposing someone else’s content, using sensational titles,

https://en.wikipedia.org/wiki/Web_bugshttps://en.wikipedia.org/wiki/Cost_per_millehttps://en.wikipedia.org/wiki/IBMhttps://en.wikipedia.org/wiki/Unica_Corporationhttps://en.wikipedia.org/wiki/Adobe_Systemshttps://en.wikipedia.org/wiki/Neolanehttps://en.wikipedia.org/wiki/Oracle_Corporationhttps://en.wikipedia.org/wiki/Eloquahttps://en.wikipedia.org/wiki/List_of_IT_consulting_firmshttps://en.wikipedia.org/wiki/Aprimohttps://en.wikipedia.org/wiki/Marketohttps://en.wikipedia.org/wiki/Business_marketinghttps://en.wikipedia.org/wiki/Business_marketinghttps://en.wikipedia.org/wiki/Retailhttps://en.wikipedia.org/wiki/Social_Mediahttps://en.wikipedia.org/wiki/LinkedInhttps://en.wikipedia.org/wiki/Pinteresthttps://en.wikipedia.org/wiki/YouTubehttps://en.wikipedia.org/wiki/Twitterhttps://en.wikipedia.org/wiki/Facebookhttps://en.wikipedia.org/wiki/Logistics_managementhttps://en.wikipedia.org/wiki/Amazon.comhttps://en.wikipedia.org/wiki/Ebayhttps://en.wikipedia.org/wiki/Content_management_systemhttps://en.wikipedia.org/wiki/Customer_relationship_managementhttps://en.wikipedia.org/wiki/Search_engine_optimizationhttps://en.wikipedia.org/wiki/Search_engine_optimizationhttps://en.wikipedia.org/wiki/Local_search_(Internet)https://en.wikipedia.org/wiki/Yellow_Pageshttps://en.wikipedia.org/wiki/Yellow_Pageshttps://en.wikipedia.org/wiki/World_Wide_Webhttps://en.wikipedia.org/wiki/World_Wide_Webhttps://en.wikipedia.org/wiki/Content_marketinghttps://en.wikipedia.org/wiki/Affiliate_networkhttps://en.wikipedia.org/wiki/Malwarehttps://en.wikipedia.org/wiki/Adwarehttps://en.wikipedia.org/wiki/EBayhttps://en.wikipedia.org/wiki/Craigslisthttps://en.wikipedia.org/wiki/Yellow_pages


6/14

6 4 BENEFITS OF ONLINE ADVERTISING

or publishing tabloid or sexual content.[61]

CPM advertising is susceptible to “impression fraud,” and

advertisers who want visitors to their sites may not find

per-impression payments a good proxy for the results they

desire.[62]:1–4

3.2 CPC (cost per click)

CPC (Cost Per Click) or PPC (Pay per click) means ad-

vertisers pay each time a user clicks on the ad. CPC

advertising works well when advertisers want visitors to

their sites, but it’s a less accurate measurement for adver-

tisers looking to build brand awareness.[63] CPC’s market

share has grown each year since its introduction, eclips-

ing CPM to dominate two-thirds of all online advertising

compensation methods.[1]:18[62]:1

Like impressions, not all recorded clicks are valuableto advertisers. GoldSpot Media reported that up to

50% of clicks on static mobile banner ads are acciden-

tal and resulted in redirected visitors leaving the new site

immediately.[64]

3.3 CPE (cost per engagement)

Cost per engagement aims to track not just that an ad unit

loaded on the page (i.e., an impression was served), but

also that the viewer actually saw and/or interacted with

the ad.[65][66]

3.4 CPV (cost per view)

Cost per view video advertising. Both Google and

TubeMogul endorsed this standardized CPV metric to

the IAB’s (Interactive Advertising Bureau) Digital Video

Committee, and it’s garnering a notable amount of indus-

try support.[67]

3.5 Attribution of ad value

Main article: Attribution (marketing)

In marketing, “attribution” is the measurement of effec-

tiveness of particular ads in a consumer’s ultimate deci-

sion to purchase. Multiple ad impressions may lead to

a consumer “click” or other action. A single action may

lead to revenue being paid to multiple ad space sellers. [68]

3.6 Other performance-based compensa-

tion

CPA (Cost Per Action or Cost Per Acquisition) or PPP

(Pay Per Performance) advertising means the advertiser

pays for the number of users who perform a desired ac-

tivity, such as completing a purchase or filling out a regis-

tration form. Performance-based compensation can also

incorporate revenue sharing, where publishers earn a per-

centage of the advertiser’s profits made as a result of the

ad. Performance-based compensation shifts the risk of

failed advertising onto publishers.[62]:4, 16

3.7 Fixed cost

Fixed cost compensation means advertisers pay a fixed

cost for delivery of ads online, usually over a specified

time period, irrespective of the ad’s visibility or users’ re-

sponse to it. One examples is CPD (cost per day) where

advertisers pay a fixed cost for publishing an ad for a day

irrespective of impressions served or clicks.

4 Benefits of online advertising

4.1 Cost

The low costs of electronic communication reduce the

cost of displaying online advertisements compared to of-

fline ads. Online advertising, and in particular social me-

dia, provides a low-cost means for advertisers to engage

with large established communities.[54] Advertising on-

line offers better returns than in other media.[62]:1

4.2 Measurability

Online advertisers can collect data on their ads’ effec-

tiveness, such as the size of the potential audience or ac-

tual 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 visitor’s

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 con-

vey images, video, audio, and links. Unlike many offline

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 incor-

porate games.[71]

4.4 Targeting

Publishers can offer advertisers the ability to reach cus-tomizable and narrow market segments for targeted ad-

vertising. Online advertising may use geo-targeting to

https://en.wikipedia.org/wiki/Revenue_sharinghttps://en.wikipedia.org/wiki/Cost_Per_Actionhttps://en.wikipedia.org/wiki/Attribution_(marketing)https://en.wikipedia.org/wiki/Interactive_Advertising_Bureauhttps://en.wikipedia.org/wiki/Impression_(online_media)https://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Pay_per_click


7/14

5.4 Technological variations 7

display relevant advertisements to the user’s geography.

Advertisers can customize each individual ad to a par-

ticular user based on the user’s previous preferences.[26]

Advertisers can also track whether a visitor has already

seen a particular ad in order to reduce unwanted repeti-

tious exposures and provide adequate time gaps between

exposures.[72]

4.5 Coverage

Online advertising can reach nearly every global market,

and online advertising influences offline sales.[73][74][75]

4.6 Speed

Once ad design is complete, online ads can be deployed

immediately. The delivery of online ads does not need to

be linked to the publisher’s publication schedule. Fur-

thermore, online advertisers can modify or replace ad

copy more rapidly than their offline counterparts.[76]

5 Concerns

5.1 Security Concerns

According to a US Senate investigation, the current state

of online advertising endangers the security and privacy

of users.[77]

5.2 Banner blindness

Eye-tracking studies have shown that Internet users of-

ten ignore web page zones likely to contain display ads

(sometimes called "banner blindness"), and this problem

is worse online than in offline media.[78] On the other

hand, studies suggest that even those ads “ignored” by the

users may influence the user subconsciously.[79]

5.3 Fraud on the advertiser

There are numerous ways that advertisers can be over-

charged for their advertising. For example, click fraud

occurs when a publisher or third parties click (manually

or through automated means) on a CPC ad with no le-

gitimate buying intent.[80] For example, click fraud can

occur when a competitor clicks on ads to deplete its ri-

val’s advertising budget, or when publishers attempt to

manufacture revenue.[80]

Click fraud is especially associated with pornography

sites. In 2011, certain scamming porn websites launched

dozens of hidden pages on each visitor’s computer, forc-ing the visitor’s computer to click on hundreds of paid

links without the visitor’s knowledge.[81]

As with offline publications, online impression fraud can

occur when publishers overstate the number of ad impres-

sions they have delivered to their advertisers. To combat

impression fraud, several publishing and advertising in-

dustry associations are developing ways to count online

impressions credibly.[82][83]

5.4 Technological variations

5.4.1 Heterogeneous clients

Because users have different operating systems, web

browsers[84] and computer hardware (including mobile

devices and different screen sizes), online ads may appear

to users differently from how the advertiser intended, or

the ads may not display properly at all. A 2012 comScore

study revealed that, on average, 31% of ads were not“in-view” when rendered, meaning they never had an

opportunity to be seen.[85] Rich media ads create even

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]

Furthermore, advertisers may encounter legal problems

if legally required information doesn't actually display

to users, even if that failure is due to technological

heterogeneity.[87]:i In the United States, the FTC has

released a set of guidelines indicating that it’s the ad-

vertisers’ responsibility to ensure the ads display any

required disclosures or disclaimers, irrespective of theusers’ technology.[87]:4–8

5.4.2 Ad-blocking

Ad-blocking, or ad filtering, means the ads do not appear

to the user because the user uses technology to screen

out ads. Many browsers block unsolicited pop-up ads by

default.[88] Other software programs or browser add-ons

may also block the loading of ads, or block elements on a

page with behaviors characteristic of ads (e.g. HTML au-

toplay of both audio and video). Approximately 9% of allonline page views come from browsers with ad-blocking

software installed,[89] and some publishers have 40%+ of

their visitors using ad-blockers.[4]

5.4.3 Anti-targeting technologies

Some web browsers offer privacy modes where users can

hide information about themselves from publishers and

advertisers. Among other consequences, advertisers can't

use cookies to serve targeted ads to private browsers.

Most major browsers have incorporated Do Not Trackoptions into their browser headers, but the regulations

currently are only enforced by the honor system.[90][91][92]

https://en.wikipedia.org/wiki/Honor_systemhttps://en.wikipedia.org/wiki/Do_Not_Trackhttps://en.wikipedia.org/wiki/Privacy_modehttps://en.wikipedia.org/wiki/Ad_filteringhttps://en.wikipedia.org/wiki/Comparison_of_HTML_5_and_Flashhttps://en.wikipedia.org/wiki/ComScorehttps://en.wikipedia.org/wiki/Click_fraudhttps://en.wikipedia.org/wiki/Banner_blindness


8/14

8 6 REGULATION

5.5 Privacy concerns

The collection of user information by publishers and

advertisers has raised consumer concerns about their

privacy.[27][60] Sixty percent of Internet users would use

Do Not Track technology to block all collection of in-

formation if given an opportunity.[93][94] Over half of all

Google and Facebook users are concerned about their

privacy when using Google and Facebook, according to

Gallup.[95]

Many consumers have reservations about online

behavioral targeting. By tracking users’ online activities,

advertisers are able to understand consumers quite well.

Advertisers often use technology, such as web bugs

and respawning cookies, to maximizing their abilities

to track consumers.[60]:60[96][97] According to a 2011

survey conducted by Harris Interactive, over half of

Internet users had a negative impression of online

behavioral advertising, and forty percent feared that

their personally-identifiable information had been shared

with advertisers without their consent.[98][99] Consumers

can be especially troubled by advertisers targeting them

based on sensitive information, such as financial or health

status.[96]

5.6 Trustworthiness of advertisers

Scammers can take advantage of consumers’ difficultiesverifying an online persona’s identity,[100]:1 leading to ar-

tifices like phishing (where scam emails look identical

to those from a well-known brand owner)[101] and confi-

dence schemes like the Nigerian “419” scam.[102][103][104]

The Internet Crime Complaint Center received 289,874

complaints in 2012, totaling over half a billion dollars in

losses, most of which originated with scam ads.[105][106]

Consumers also face malware risks, i.e. malvertising,

when interacting with online advertising. Cisco's 2013

Annual Security Report revealed that clicking on ads

was 182 times more likely to install a virus on a user’s

computer than surfing the Internet for porn.[107][108]

For example, in August 2014 Yahoo’s advertising net-

work reportedly saw cases of infection of a variant of

Cryptolocker ransomware.[109]

5.7 Spam

The Internet’s low cost of disseminating advertising con-

tributes to spam, especially by large-scale spammers. Nu-

merous efforts have been undertaken to combat spam,

ranging from blacklists to regulatorily-required labelingto content filters, but most of those efforts have adverse

collateral effects, such as mistaken filtering.[6]

6 Regulation

In general, consumer protection laws apply equally to on-

line and offline activities.[87]:i However, there are ques-

tions over which jurisdiction’s laws apply and which reg-

ulatory agencies have enforcement authority over trans-

border activity.[110]

As with offline advertising, industry participants have

undertaken numerous efforts to self-regulate and de-

velop industry standards or codes of conduct. Several

United States advertising industry organizations jointly

published Self-Regulatory Principles for Online Behav-

ioral 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 financial data.[111]:2–4 Neither framework, however,

penalizes violators of the codes of conduct.[113]

6.1 Privacy and data collection

Privacy regulation can require users’ consent before an

advertiser can track the user or communicate with the

user. However, affirmative consent (“opt in”) can be dif-

ficult and expensive to obtain.[60]:60 Industry participants

often prefer other regulatory schemes.

Different jurisdictions have taken different approaches

to privacy issues with advertising. The United States

has specific restrictions on online tracking of chil-

dren in the Children’s Online Privacy Protection Act

(COPPA),[111] :16–17 and the FTC has recently expanded

its interpretation of COPPA to include requiring ad net-

works to obtain parental consent before knowingly track-

ing kids.[114] Otherwise, the U.S. Federal Trade Com-

mission frequently supports industry self-regulation, al-

though increasingly it has been undertaking enforcement

actions related to online privacy and security.[115] The

FTC has also been pushing for industry consensus about

possible Do Not Track legislation.

In contrast, the European Union’s “Privacy and Electronic

Communications Directive” restricts websites’ ability to

use consumer data much more comprehensively. The

EU limitations restrict targeting by online advertisers; re-

searchers have estimated online advertising effectiveness

decreases on average by around 65% in Europe relative

to the rest of the world.[60]:58

6.2 Delivery methods

Many laws specifically regulate the ways online ads are

delivered. For example, online advertising delivered via

email is more regulated than the same ad content deliv-ered via banner ads. Among other restrictions, the U.S.

CAN-SPAM Act of 2003 requires that any commercial

https://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003https://en.wikipedia.org/wiki/Do_Not_Track_legislationhttps://en.wikipedia.org/wiki/Federal_Trade_Commissionhttps://en.wikipedia.org/wiki/Federal_Trade_Commissionhttps://en.wikipedia.org/wiki/Children%2527s_Online_Privacy_Protection_Acthttps://en.wikipedia.org/wiki/List_of_spammershttps://en.wikipedia.org/wiki/Ransomwarehttps://en.wikipedia.org/wiki/Cryptolockerhttps://en.wikipedia.org/wiki/Ciscohttps://en.wikipedia.org/wiki/Malvertisinghttps://en.wikipedia.org/wiki/Nigerian_scamhttps://en.wikipedia.org/wiki/Phishinghttps://en.wikipedia.org/wiki/Behavioral_targeting


9/14

9

email provide an opt-out mechanism.[110] Similarly, mo-

bile advertising is governed by the Telephone Consumer

Protection Act of 1991 (TCPA), which (among other re-

strictions) requires user opt-in before sending advertising

via text messaging.

7 See also

• Ad server

• App store optimization

• Article marketing

• Classified advertising

• Conversion rate

• Digital marketing

• Frequency capping

• In-text advertising

• Inbound marketing

• Lead scoring

• Media transparency

• Netnography

• Online identity management

• Online lead generation

• Pay per click

• Post-click marketing

• Product feed

• Real-time marketing

• Search engine marketing

• Social media optimization

• Viral marketing

• Visual marketing

• Web banner

• Online presence management

Industry calculations

• Click Through Rate (CTR)

• View-through rate (VTR)

• Cost Per Action (CPA)

• effective Cost Per Action (eCPA)

• Cost Per Click or Pay Per Click (CPC or PPC)

• Cost Per Impression (CPI)

• Cost Per Mille (CPM), also known as Cost per

thousand (CPT)

• effective Cost Per Mille (eCPM)

• Compensation methods

• Classified advertising

Web advertising

• Ad filtering

• Advertising network

• Article marketing

• Affiliate marketing

• Bitcoin faucet

• Central ad server

• Click fraud

E-mail advertising

• e-mail spam

• opt-in e-mail advertising

• spamming

• In-text advertising

Mobile advertising

• Mobile marketing

• Mobile development

• WAP

• Online classified advertising

• Overlay

• Pay per click

• Pay per play

• Performance-based advertising

• Pop-up ad

Search engines

• Search engine marketing (SEM)

• Search engine optimization (SEO)

• Semantic advertising

• Unicast ad

• Web banner

https://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/Unicast_adhttps://en.wikipedia.org/wiki/Semantic_advertisinghttps://en.wikipedia.org/wiki/Search_engine_optimizationhttps://en.wikipedia.org/wiki/Search_engine_marketinghttps://en.wikipedia.org/wiki/Pop-up_adhttps://en.wikipedia.org/wiki/Performance-based_advertisinghttps://en.wikipedia.org/wiki/Pay_per_playhttps://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Video_overlayhttps://en.wikipedia.org/wiki/Online_classified_advertisinghttps://en.wikipedia.org/wiki/Wireless_Application_Protocolhttps://en.wikipedia.org/wiki/Mobile_developmenthttps://en.wikipedia.org/wiki/Mobile_marketinghttps://en.wikipedia.org/wiki/In-text_advertisinghttps://en.wikipedia.org/wiki/Spam_(electronic)https://en.wikipedia.org/wiki/Opt-in_e-mail_advertisinghttps://en.wikipedia.org/wiki/E-mail_spamhttps://en.wikipedia.org/wiki/Click_fraudhttps://en.wikipedia.org/wiki/Central_ad_serverhttps://en.wikipedia.org/wiki/Bitcoin_faucethttps://en.wikipedia.org/wiki/Affiliate_marketinghttps://en.wikipedia.org/wiki/Article_marketinghttps://en.wikipedia.org/wiki/Advertising_networkhttps://en.wikipedia.org/wiki/Ad_filteringhttps://en.wikipedia.org/wiki/Classified_advertisinghttps://en.wikipedia.org/wiki/Compensation_methodshttps://en.wikipedia.org/wiki/Effective_Cost_Per_Millehttps://en.wikipedia.org/wiki/Cost_per_thousandhttps://en.wikipedia.org/wiki/Cost_per_thousandhttps://en.wikipedia.org/wiki/Cost_Per_Millehttps://en.wikipedia.org/wiki/Cost_Per_Impressionhttps://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Effective_Cost_Per_Actionhttps://en.wikipedia.org/wiki/Cost_Per_Actionhttps://en.wikipedia.org/wiki/View-through_ratehttps://en.wikipedia.org/wiki/Click_Through_Ratehttps://en.wikipedia.org/wiki/Online_presence_managementhttps://en.wikipedia.org/wiki/Web_bannerhttps://en.wikipedia.org/wiki/Visual_marketinghttps://en.wikipedia.org/wiki/Viral_marketinghttps://en.wikipedia.org/wiki/Social_media_optimizationhttps://en.wikipedia.org/wiki/Search_engine_marketinghttps://en.wikipedia.org/wiki/Real-time_marketinghttps://en.wikipedia.org/wiki/Product_feedhttps://en.wikipedia.org/wiki/Post-click_marketinghttps://en.wikipedia.org/wiki/Pay_per_clickhttps://en.wikipedia.org/wiki/Online_lead_generationhttps://en.wikipedia.org/wiki/Online_identity_managementhttps://en.wikipedia.org/wiki/Netnographyhttps://en.wikipedia.org/wiki/Media_transparencyhttps://en.wikipedia.org/wiki/Lead_scoringhttps://en.wikipedia.org/wiki/Inbound_marketinghttps://en.wikipedia.org/wiki/In-text_advertisinghttps://en.wikipedia.org/wiki/Frequency_cappinghttps://en.wikipedia.org/wiki/Digital_marketinghttps://en.wikipedia.org/wiki/Conversion_ratehttps://en.wikipedia.org/wiki/Classified_advertisinghttps://en.wikipedia.org/wiki/Article_marketinghttps://en.wikipedia.org/wiki/App_store_optimizationhttps://en.wikipedia.org/wiki/Ad_serverhttps://en.wikipedia.org/wiki/Telephone_Consumer_Protection_Act_of_1991https://en.wikipedia.org/wiki/Telephone_Consumer_Protection_Act_of_1991


10/14

10 8 REFERENCES

8 References

[1] “IAB internet advertising revenue report: 2012 full year

results” (PDF). PricewaterhouseCoopers, Internet Adver-

tising Bureau. April 2013. Retrieved 12 June 2013.

[2] IAB internet advertising revenue report, 2013 full year re-sults, April 2014

[3] “IAB internet advertising revenue report 2013 first six

months’ results” (PDF). Internet Advertising Bureau. Oc-

tober 2013. Retrieved 4 March 2014.

[4] Gonzales, Niero (9 March 2013). “Half of Destructoid’s

readers block our ads. Now what?". Destructoid . Re-

trieved 14 June 2013.

[5] “NSFNet Acceptable Use Policy”. Information Policies:

A Compilation of Position Statements, Principles, Statutes,

and Other Pertinent Statements . Coalition for Networked

Information. Retrieved 24 June 2013.

[6] Templeton, Brad (2008). “Reflections on the 25th An-

niversary of Spam”. Retrieved 14 June 2013.

[7] “NSFNet—National Science Foundation Network”. Liv-

ing Internet . 2011. Retrieved 25 June 2013.

[8] “The Internet”. National Science Foundation. Retrieved

24 June 2013.

[9] Pakštas, Algirdas (10 September 2007). “Problems

and Realities of Internet Governance and Regulations

(and a Role of the IEEE ComSoc)" (PDF). The First

Mamoun Conference for Computer Science, Communi-

cations Technology and their Applications, keynote talk.Retrieved 19 June 2013.

[10] “Evolution of the Internet”. Cisco Press. Retrieved 25

June 2013.

[11] Seabrook, Andrea (3 May 2008). “At 30, Spam Going

Nowhere Soon”. All Things Considered. NPR. Retrieved

14 June 2013.

[12] Denning, Peter J. (1 March 1982). “ACM President’s Let-

ter: Electronic Junk”. Communications of the ACM . 25

(3). Association for Computing Machinery.

[13] Templeton, Brad. “Origin of the term “spam” to mean netabuse”. Retrieved 14 June 2013.

[14] “Junk Mail”. Electronic Billboards on the Digital Super-

highway: A Report of the Working Group on Internet Ad-

vertising. The Coalition for Networked Information. 28

September 1994. Retrieved 24 June 2013.

[15] Gibson, Mathias (12 July 2012). “History of Online Dis-

play Advertising”. Vantage Local . Retrieved 23 June

2013.

[16] Briggs, Rex; Hollis, Nigel (April 1997). Advertising on the

Web: Is there Response Before Clickthrough? . Journal of

Advertising Research. pp. 33–45.

[17] Morrissey, Brian (12 April 2013). “How the Banner Ad

Was Born”. Digiday. Retrieved 12 June 2013.

[18] McCambley, Joe (12 February 2013). “Stop Selling Ads

and Do Something Useful”. HBR Blog Network . Re-


[19] Jansen, B.J.; Mullen, T. (2008). “Sponsored search: an

overview of the concept, history, and technology”. Inter-

national Journal of Electronic Business 6 (2): 114–131.

doi:10.1504/ijeb.2008.018068.

[20] “Google Launches Self-Service Advertising Program”.

Google. October 2000. Retrieved 13 June 2013.

[21] “Google Introduces New Pricing for Popular Self-Service

Online Advertising Program”. Google. February 2002.

Retrieved June 2013.

[22] “Super Bowl Social Media Marketing: A De-

tailed History”. Social Media Today. 1

February 2013. Retrieved 14 June 2013.http:

//wayback.archive.org/web/20150212234342/http:

//socialmediatoday.com/wallysprout/1203421/

here-s-your-detailed-history-super-bowl-social-media-marketing

[23] Curtis, Dr. Anthony (2013). “The Brief History of

Social Media”. Mass Communication Department,

University of North Carolina at Pembroke. Re-

trieved 9 June 2013.http://wayback.archive.org/web/

20131823423600/http://www.uncp.edu/home/acurtis/

NewMedia/SocialMedia/SocialMediaHistory.html

[24] Helft, Miguel; Vega, Tanzina (29 August 2010).

“Retargeting Ads Follow Surfers to Other Sites”. Re-


[25] Drell, Lauren (26 April 2011). “4 Ways Behavioral Tar-

geting is Changing the Web”. Mashable.com. Retrieved

20 June 2013.

[26] Moe, Wendy W. (2013). “Chapter 9: Targeting Display

Advertising”. Advanced Database Marketing: Innova-

tive Methodologies & Applications for Managing Customer

Relationships (PDF). Gower Publishing, London. ISBN

978-1409444619. Retrieved 20 June 2013.

[27] Steel, Emily; Angwin, Julia (3 August 2010). “On the

Web’s Cutting Edge, Anonymity in Name Only”. The

Wall Street Journal. Retrieved 10 June 2013.

[28] Adams, Barry (2012). “Geotargeting Based on IP Ad-

dress is Broken”. Retrieved 16 June 2013.

[29] “IAB Display Advertising Guidelines”. Interactive Adver-

tising Bureau. Retrieved 13 June 2013.

[30] “No Pop-up Ads on Google”. Google. Google. Retrieved

12 February 2016.

[31] “Mobile Rich media Ad Interface Definitions (MRAID)

v. 2.0” (PDF). Interactive Advertising Bureau. 16 April

2013. Retrieved 13 June 2013.

[32] “Trick Banner”. Retrieved 13 June 2013.

[33] “Trick Banners”. Retrieved 13 June 2013.

[34] “Trick banner”. PC Magazine. Retrieved 13 June 2013.

[35] “Term: Trick Banner”. marketingterms.com. Retrieved

13 June 2013.

http://www.marketingterms.com/dictionary/trick_banner/http://www.pcmag.com/encyclopedia/term/53158/trick-bannerhttp://www.netlingo.com/word/trick-banner.phphttp://encyclopedia2.thefreedictionary.com/trick+bannerhttp://www.iab.net/media/file/IAB_MRAID_v2_FINAL.pdfhttp://www.iab.net/media/file/IAB_MRAID_v2_FINAL.pdfhttp://www.google.co.uk/help/nopopupads.htmlhttp://www.iab.net/guidelines/508676/508767/displayguidelineshttp://www.stateofsearch.com/geotargeting-based-on-ip-address-is-broken/http://www.stateofsearch.com/geotargeting-based-on-ip-address-is-broken/http://online.wsj.com/article/SB10001424052748703294904575385532109190198.html?mod=googlenews_wsjhttp://online.wsj.com/article/SB10001424052748703294904575385532109190198.html?mod=googlenews_wsjhttps://en.wikipedia.org/wiki/Special:BookSources/978-1409444619https://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://www.rhsmith.umd.edu/faculty/wmoe/Moe%2520Banner%2520Ad%2520Chapter.pdfhttp://www.rhsmith.umd.edu/faculty/wmoe/Moe%2520Banner%2520Ad%2520Chapter.pdfhttp://www.rhsmith.umd.edu/faculty/wmoe/Moe%2520Banner%2520Ad%2520Chapter.pdfhttp://mashable.com/2011/04/26/behavioral-targeting/http://mashable.com/2011/04/26/behavioral-targeting/http://www.nytimes.com/2010/08/30/technology/30adstalk.html?_r=0http://wayback.archive.org/web/20131823423600/http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.htmlhttp://wayback.archive.org/web/20131823423600/http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.htmlhttp://wayback.archive.org/web/20131823423600/http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.htmlhttp://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.htmlhttp://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.htmlhttp://wayback.archive.org/web/20150212234342/http://socialmediatoday.com/wallysprout/1203421/here-s-your-detailed-history-super-bowl-social-media-marketinghttp://wayback.archive.org/web/20150212234342/http://socialmediatoday.com/wallysprout/1203421/here-s-your-detailed-history-super-bowl-social-media-marketinghttp://wayback.archive.org/web/20150212234342/http://socialmediatoday.com/wallysprout/1203421/here-s-your-detailed-history-super-bowl-social-media-marketinghttp://wayback.archive.org/web/20150212234342/http://socialmediatoday.com/wallysprout/1203421/here-s-your-detailed-history-super-bowl-social-media-marketinghttp://socialmediatoday.com/wallysprout/1203421/here-s-your-detailed-history-super-bowl-social-media-marketinghttp://socialmediatoday.com/wallysprout/1203421/here-s-your-detailed-history-super-bowl-social-media-marketinghttp://googlepress.blogspot.com/2002/02/google-introduces-new-pricing-for.htmlhttp://googlepress.blogspot.com/2002/02/google-introduces-new-pricing-for.htmlhttp://googlepress.blogspot.com/2000/10/google-launches-self-service.htmlhttps://dx.doi.org/10.1504%252Fijeb.2008.018068https://en.wikipedia.org/wiki/Digital_object_identifierhttp://blogs.hbr.org/cs/2013/02/stop_selling_ads_and_do_someth.htmlhttp://blogs.hbr.org/cs/2013/02/stop_selling_ads_and_do_someth.htmlhttp://www.digiday.com/agencies/how-the-banner-ad-was-born/http://www.digiday.com/agencies/how-the-banner-ad-was-born/http://www.vantagelocal.com/history-of-online-display-advertising-2/http://www.vantagelocal.com/history-of-online-display-advertising-2/http://old.cni.org/projects/advertising/junk.htmlhttp://www.templetons.com/brad/spamterm.htmlhttp://www.templetons.com/brad/spamterm.htmlhttp://www.npr.org/templates/story/story.php?storyId=90160617http://www.npr.org/templates/story/story.php?storyId=90160617http://www.cisco.com/cpress/cc/td/cpress/design/isp/1ispint.htmhttp://www.londonmet.ac.uk/library/b47391_3.pdfhttp://www.londonmet.ac.uk/library/b47391_3.pdfhttp://www.londonmet.ac.uk/library/b47391_3.pdfhttp://www.nsf.gov/od/lpa/nsf50/nsfoutreach/htm/n50_z2/pages_z3/28_pg.htm#answer2http://www.livinginternet.com/i/ii_nsfnet.htmhttp://www.templetons.com/brad/spam/spam25.htmlhttp://www.templetons.com/brad/spam/spam25.htmlhttp://old.cni.org/docs/infopols/NSF.htmlhttp://www.destructoid.com/half-of-destructoid-s-readers-block-our-ads-now-what--247904.phtmlhttp://www.destructoid.com/half-of-destructoid-s-readers-block-our-ads-now-what--247904.phtmlhttp://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_HY_2013.pdfhttp://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_HY_2013.pdfhttp://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2013.pdfhttp://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2013.pdfhttp://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2012_rev.pdfhttp://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2012_rev.pdf


11/14

11

[36] “Facebook News Feed”. Facebook. Retrieved 1 May

2015.

[37] “Facebook News Feed Ads”. Facebook. Retrieved 1 May

2015.

[38] “LinkedIn Sponsored Updates”. LinkedIn. Retrieved 1

May 2015.

[39] “Twitter Promoted Tweets”. Twitter. Retrieved 1 May

2015.

[40] “Facebook’s Sponsored Stories are way more effective

than Display Ads”. Facebook. Retrieved 1 May 2015.

[41] “Facebooks’ News Feed Ads generate 49x more clicks”.

Facebook. Retrieved 1 May 2015.

[42] O'Hara, Chris. “When Big Data Doesn't Provide Big In-

sights”. clickz.com. ClickZ. Retrieved 3 April 2015.

[43] Limon, Kathleen. “THE DIFFERENCE BETWEEN

FIRST, SECOND, AND THIRD PARTY DATA ANDHOW TO USE THEM”. retargeter.com. Retargeter. Re-

trieved 3 April 2015.

[44] “3rd Party Data Collection Principles from TRUSTe”.

TRUSTe.com. TRUSTe. Retrieved 3 April 2015.

[45] “How an ad is served with real-time bidding”. Internet

Advertising Bureau.

[46] “Term: Interstitial ad”. marketingterms.com. Retrieved

13 June 2013.

[47] Hanley, M.; Becker, M. (2007). “Cell Phone Usage

and Advertising Acceptance Among College Students: A

Four-Year Analysis”. 2008 AEJMC Conference: Adver-tising Division–Research. Retrieved 13 June 2013.

[48] “Mobile Advertising Guidelines, Version 5.0”. Mobile

Marketing Association. February 2011. Retrieved 14

June 2013.

[49] “Term: Text ad”. marketingterms.com. Retrieved 13

June 2013.

[50] Mothner, Michael (12 September 2012). “SEO Market-

ing Myths”. Inc. Retrieved 13 June 2013.

[51] Demers, Jason (2 January 2013). “5 Deadly Sins of SEO

and Online Marketing”. Entrepreneur.com. Retrieved 15

June 2013.

[52] “The Quickest Wins in SEO”. Segment.io Analytics

Academy. Retrieved 13 June 2013.

[53] Athey, S.; Nekipelov, D. (January 2012). “A Struc-

tural Model of Sponsored Search Advertising Auc-

tions” (PDF). p. 5. Retrieved 8 June 2013.http:


//faculty.haas.berkeley.edu/neil_thompson/DSI_

Seminar/Papers/Structural_Sponsored_Search.pdf

[54] Christensson, P. “SMM”. Tech Terms Computer Dictio-

nary. Retrieved 13 June 2013.

[55] Tulloch, Mitch (2003). Koch, Jeff; Haynes, Sandra, eds.Microsoft Encyclopedia of Security. Redmond, Washing-

ton: Microsoft Press. p. 16. ISBN 0-7356-1877-1.

[56] “Malware & Botnets”. National Cyber Security Alliance.

Retrieved 4 December 2012.

[57] Story, Louise (22 October 2007). “How many site hits?

Depends who’s counting”. Retrieved 25 June 2013.

[58] “CPM Advertising”. Retrieved 20 May 2013.

[59] Fisher, Ken (6 March 2010). “Why Ad Blocking is dev-

astating to the sites you love”. Ars Technica. Retrieved

13 June 2013.

[60] Goldfarb, Avi; Tucker, Catherine E. (2011). “Privacy

Regulation and Online Advertising”. Management Science

57 (1): 57–71. doi:10.1287/mnsc.1100.1246.

[61] Kuckera, Ben (17 April 2013). “Ad-blockers, the games

press, and why sexy cosplay galleries lead to better report-

ing”. Penny Arcade Report. Archived from the original

on June 8, 2013. Retrieved 14 June 2013.

[62] Hu, Yu; Shin, Jiwoong; Tang, Zhulei (September 2012).“Performance-based Pricing Models in Online Advertis-

ing: Cost per Click versus Cost per Action” (PDF). Re-

trieved June 2013.

[63] “comScore and Starcom USA Release Updated 'Natural

Born Clickers’ Study Showing 50 Percent Drop in Num-

ber of U.S. Internet Users Who Click on Display Ads”.

comScore, Inc. 1 October 2009. Retrieved 1 June 2013.

[64] Felix, Samantha (26 October 2012). “Mobile Advertis-

ing’s Darkest Secret: Here’s the REAL Error Rate for 'Fat

Finger' Clicks”. Business Insider. Retrieved June 2013.

[65] “Is CPE the Best Way to Quantify ROI?". Mashable. 9December 2013.

[66] “Understanding the Cost-Per-Engagement Ad Model”.

Mediapost.com. Retrieved 2015-12-30.

[67] “Cost-Per-View Pricing for Digital Video: What Would It

Really Measure?". Mediapost.com. Retrieved 2015-12-

30.

[68] “Marketers Focus on Making Attribution Data Action-

able: Industry experts discuss real-time optimisation of

cross-platform attribution findings”. emarketer.com. Re-

trieved 7 September 2015.

[69] Moses, Lucia (2 April 2013). “The NewYork Times Tries

Another Interactive Ad Unit: This time, for Prudential”.

Adweek. Retrieved 20 June 2013.

[70] Brian, Matt (22 May 2013). “Twitter steps into interac-

tive ads, lets users sign up for offers directly from their

timeline”. The Verge. Retrieved 20 June 2013.

[71] Abramovich, Giselle (25 March 2013). “5 Really Creative

Banner Ads”. Digiday. Retrieved 20 June 2013.

[72] Braun, Michael (2011). “Measuring Online Ad-

vertising Effectiveness” (PDF). Retrieved 20 June

2013.http://wayback.archive.org/web/20150212234246/http://www.wharton.upenn.edu/wcai/files/WCAI_Case_

Study_Ad_Effectiveness_Final.pdf

http://wayback.archive.org/web/20150212234246/http://www.wharton.upenn.edu/wcai/files/WCAI_Case_Study_Ad_Effectiveness_Final.pdfhttp://wayback.archive.org/web/20150212234246/http://www.wharton.upenn.edu/wcai/files/WCAI_Case_Study_Ad_Effectiveness_Final.pdfhttp://wayback.archive.org/web/20150212234246/http://www.wharton.upenn.edu/wcai/files/WCAI_Case_Study_Ad_Effectiveness_Final.pdfhttp://www.wharton.upenn.edu/wcai/files/WCAI_Case_Study_Ad_Effectiveness_Final.pdfhttp://www.wharton.upenn.edu/wcai/files/WCAI_Case_Study_Ad_Effectiveness_Final.pdfhttp://www.digiday.com/brands/5-really-creative-banner-ads/http://www.digiday.com/brands/5-really-creative-banner-ads/http://www.theverge.com/2013/5/22/4355420/twitter-new-lead-generation-interactive-cardhttp://www.theverge.com/2013/5/22/4355420/twitter-new-lead-generation-interactive-cardhttp://www.theverge.com/2013/5/22/4355420/twitter-new-lead-generation-interactive-cardhttp://www.adweek.com/news/advertising-branding/new-york-times-tries-another-interactive-ad-unit-148350http://www.adweek.com/news/advertising-branding/new-york-times-tries-another-interactive-ad-unit-148350http://www.emarketer.com/Article/Marketers-Focus-on-Making-Attribution-Data-Actionable/1012251http://www.emarketer.com/Article/Marketers-Focus-on-Making-Attribution-Data-Actionable/1012251http://www.emarketer.com/Article/Marketers-Focus-on-Making-Attribution-Data-Actionable/1012251http://www.mediapost.com/publications/article/151287/cost-per-view-pricing-for-digital-video-what-woul.htmlhttp://www.mediapost.com/publications/article/151287/cost-per-view-pricing-for-digital-video-what-woul.htmlhttp://www.mediapost.com/publications/article/175339/understanding-the-cost-per-engagement-ad-model.htmlhttp://mashable.com/2013/12/09/cost-per-engagement-metrics/http://www.businessinsider.com/error-rate-for-mobile-ad-fat-finger-clicks-2012-10#ixzz2TVJ2fJzchttp://www.businessinsider.com/error-rate-for-mobile-ad-fat-finger-clicks-2012-10#ixzz2TVJ2fJzchttp://www.businessinsider.com/error-rate-for-mobile-ad-fat-finger-clicks-2012-10#ixzz2TVJ2fJzchttp://www.comscore.com/Insights/Press_Releases/2009/10/comScore_and_Starcom_USA_Release_updated_natural_born_clickers_study_showing_50_percent_drop_in_number_of_u.s._internet_users_who_click_On_display_adshttp://www.comscore.com/Insights/Press_Releases/2009/10/comScore_and_Starcom_USA_Release_updated_natural_born_clickers_study_showing_50_percent_drop_in_number_of_u.s._internet_users_who_click_On_display_adshttp://www.comscore.com/Insights/Press_Releases/2009/10/comScore_and_Starcom_USA_Release_updated_natural_born_clickers_study_showing_50_percent_drop_in_number_of_u.s._internet_users_who_click_On_display_adshttp://faculty.som.yale.edu/JiwoongShin/Downloads/workingpapers/PerformanceBasedPricingModels.pdfhttp://faculty.som.yale.edu/JiwoongShin/Downloads/workingpapers/PerformanceBasedPricingModels.pdfhttp://www.penny-arcade.com/report/article/ad-blocker-the-games-press-and-why-cosplay-galleries-lead-to-better-reportihttps://web.archive.org/web/20130608212544/http://www.penny-arcade.com/report/article/ad-blocker-the-games-press-and-why-cosplay-galleries-lead-to-better-reportihttps://web.archive.org/web/20130608212544/http://www.penny-arcade.com/report/article/ad-blocker-the-games-press-and-why-cosplay-galleries-lead-to-better-reportihttps://web.archive.org/web/20130608212544/http://www.penny-arcade.com/report/article/ad-blocker-the-games-press-and-why-cosplay-galleries-lead-to-better-reportihttps://dx.doi.org/10.1287%252Fmnsc.1100.1246https://en.wikipedia.org/wiki/Digital_object_identifierhttp://arstechnica.com/business/2010/03/why-ad-blocking-is-devastating-to-the-sites-you-love/http://arstechnica.com/business/2010/03/why-ad-blocking-is-devastating-to-the-sites-you-love/http://adsrate.net/cost-per-mille-advertising/http://www.nytimes.com/2007/10/22/technology/22click.html?pagewanted=all&_r=0http://www.nytimes.com/2007/10/22/technology/22click.html?pagewanted=all&_r=0http://www.staysafeonline.org/stay-safe-online/keep-a-clean-machine/malware-and-botnetshttps://en.wikipedia.org/wiki/Special:BookSources/0-7356-1877-1https://en.wikipedia.org/wiki/International_Standard_Book_Numberhttp://www.techterms.com/definition/smmhttp://wayback.archive.org/web/20150213005956/http://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdfhttp://wayback.archive.org/web/20150213005956/http://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdfhttp://wayback.archive.org/web/20150213005956/http://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdfhttp://wayback.archive.org/web/20150213005956/http://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdfhttp://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdfhttp://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdfhttp://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdfhttp://segment.io/academy/the-quickest-wins-in-seo/http://www.entrepreneur.com/article/225379http://www.entrepreneur.com/article/225379http://www.inc.com/michael-mothner/seo-marketing-myths.htmlhttp://www.inc.com/michael-mothner/seo-marketing-myths.htmlhttp://www.marketingterms.com/dictionary/text_ad/http://www.mmaglobal.com/policies/global-mobile-advertising-guidelineshttp://citation.allacademic.com/meta/p_mla_apa_research_citation/2/7/2/3/4/pages272340/p272340-3.phphttp://citation.allacademic.com/meta/p_mla_apa_research_citation/2/7/2/3/4/pages272340/p272340-3.phphttp://citation.allacademic.com/meta/p_mla_apa_research_citation/2/7/2/3/4/pages272340/p272340-3.phphttp://www.marketingterms.com/dictionary/interstitial/https://www.youtube.com/watch?v=-Glgi9RRuJshttps://www.truste.com/privacy-certification-standards/3rd-party-data-collection/https://retargeter.com/blog/general/difference-first-second-third-party-data-usehttps://retargeter.com/blog/general/difference-first-second-third-party-data-usehttps://retargeter.com/blog/general/difference-first-second-third-party-data-usehttp://www.clickz.com/clickz/column/2123266/doesnt-provide-insightshttp://www.clickz.com/clickz/column/2123266/doesnt-provide-insightshttp://venturebeat.com/2013/06/27/facebook-news-feed-ads-generate-49x-more-clicks-at-45-less-cost-study/http://www.businessinsider.com/facebooks-sponsored-stories-vs-display-2012-9http://www.businessinsider.com/facebooks-sponsored-stories-vs-display-2012-9https://support.twitter.com/articles/142101-what-are-promoted-tweetshttps://business.linkedin.com/marketing-solutions/products/native-advertisinghttps://www.facebook.com/business/ads-guide/?tab0=Mobile%2520News%2520Feedhttps://www.facebook.com/help/210346402339221


12/14

12 8 REFERENCES

[73] “Measuring the effectiveness of online advertis-

ing” (PDF). pwc.com. PricewaterhouseCoopers

France, IAB France, Syndicat des Regies Inter-

net. 2010. p. 8. Retrieved 19 June 2013.http:


//www.pwc.com/en_GX/gx/entertainment-media/pdf/

IAB_SRI_Online_Advertising_Effectiveness_v3.pdf

[74] Sherman, Erik (13 August 2012). “Online Advertising:

Surprising New Finding”. inc.com. Retrieved June 2013.

[75] Goldfarb, Avi; Tucker, Catherine (4 May 2010).

“Advertising Bans and the Substitutability of Online and

Offline Advertising”. SSRN. Retrieved June 2013.

[76] “Revenue Outcomes Matter to Online Advertisers: Ad-

vanced Automation Can Improve Efficiency And Results”

(PDF). marinsoftware.com. Forrester Consulting. Jan-

uary 2013. Retrieved 20 June 2013.

[77] Lucian Constantin (2014-05-15). “Online advertising

poses significant security, privacy risks to users, US Sen-ate report says”. Network World. Retrieved 2015-12-24.

[78] Pieters, Rik (2008). “A Review of Eye-Tracking Re-

search in Marketing”. Review of Marketing Research 4:

123–147. doi:10.1108/s1548-6435(2008)0000004009.

ISBN 978-0-7656-2092-7.

[79] Lee, Joowon; Ahn, Jae-Hyeon (2012). “Attention to Ban-

ner Ads And Their Effectiveness: An Eye-Tracking Ap-

proach”. International Journal of Electronic Commerce 17

(1): 119–137. doi:10.2753/jec1086-4415170105. Re-


[80] “Truth in advertising: 'Click fraud' poses a threat to

the boom in internet advertising”. The Economist. 23

November 2006. Retrieved 13 June 2013.

[81] Steel, Emily (16 March 2011). “Off Screen, Porn Sites

Trick Advertisers: Tactic Dupes Big Marketers, Internet

Companies With Flood of Traffic From Hidden Pages”.

The Wall Street Journal. Retrieved 8 June 2013.

[82] “International Federation of Audit Bureaux Circulations”.

Retrieved 25 June 2013.

[83] Elliot, Stuart (14 November 2012). “Renaming the Cir-

culation Overseer”. Retrieved 20 June 2013.

[84] Protalinksi, Emily (1 March 2013). “Internet Explorercontinues growth past 55% market share thanks to IE9

and IE10, as Chrome hits 17-month low”. The Next Web.

Retrieved June 2013.

[85] “comScore Releases Full Results of vCE Charter Study

Involving 12 Leading U.S. Advertisers”. comScore. 26

March 2012. Retrieved 1 June 2013.

[86] Casale, Chris (8 October 2012). “HTML5 vs. Flash-

What Do You Need to Know? Part 1”. Accusoft Blog.

Retrieved 12 June 2013.

[87] ".com Disclosures: How to Make Effective Disclo-

sures in Digital Advertising” (PDF). Federal Trade

Commission. March 2013. Retrieved January 5,2014.http://wayback.archive.org/web/20150906065929/

http://business.ftc.gov/sites/default/files/pdf/

bus41-dot-com-disclosures-information-about-online-advertising.

pdf

[88] “Configuring Your Web Browser to Allow Pop-up Win-

dows”. University of Pennsylvania, Information Systems

& Computing. Retrieved 24 June 2013.

[89] “Clicked off: Doom beckons for online ads”. TheEconomist. 10 November 2012. Retrieved 24 May 2013.

[90] Angwin, Julia (7 December 2010). “Microsoft to Add

'Tracking Protection' to Web Browser”. The Wall Street

Journal . Retrieved 22 February 2012.

[91] “Longer battery life and easier website permissions”. 6

November 2012. Retrieved 7 November 2012.

[92] Angwin, Julia (21 January 2011). “Web Tool on Firefox

to Deter Tracking”. The Wall Street Journal . Retrieved 22

February 2012.

[93] Hoofnagle, Chris J.; Urban, Jennifer M.; Li, Su (8 Octo-

ber 2012). “Privacy and Modern Advertising: Most US

Internet Users Want 'Do Not Track' to Stop Collection of

Data about their Online Activities”. Amsterdam Privacy

Conference, 2012. Retrieved 19 June 2013.

[94] Clifford, Stephanie (29 September 2009). “Two-Thirds

of Americans Object to Online Tracking”. Retrieved 20

June 2013.

[95] Acohido, Byron (9 February 2011). “Most Google, Face-

book users fret over privacy”. USA Today. Retrieved 20

June 2013.

[96] Cutter, Slade (22 February 2012). “The 7 'creep factors’

of online behavioral advertising”. venturebeat.com. Ven-ture Beat. Retrieved 10 June 2013.

[97] Avery, James (14 November 2011). “Why

Google Built Incognito Mode”. Adzerk. Re-

trieved 14 June 2013.http://wayback.archive.org/

web/20150213004703/http://www.adzerk.com/

run-of-network/why-google-built-incognito-mode/

[98] “Press Release: TRUSTe Announces 2011 Be-

havioral Advertising Survey Results”. TRUSTe.

25 July 2011. Retrieved 20 June 2013.http:


//www.truste.com/about-TRUSTe/press-room/news_

truste_behavioral_advertising_survey_2011

[99] Heusssner, Ki Mae (13 February 2013). “Divorcees,

Southerners Most Concerned About Web Privacy: 90 per-

cent of online adults worry about privacy online, study

shows”. AdWeek. Retrieved 20 June 2013.

[100] Sirivianos, Michael; Kim, Kyungbaek; Yang, Xiaowei

(2009). “FaceTrust: Assessing the Credibility of Online

Personas via Social Networks” (PDF). Retrieved 20 June

2013.

[101] “Craigslist Scams”. Fraud Guides. Retrieved 20 June

2013.

[102] Kassner, Michael (30 July 2012). “The truth behind thoseNigerian 419 scammers”. Tech Republic. Retrieved 20

June 2013.

http://www.techrepublic.com/blog/security/the-truth-behind-those-nigerian-419-scammers/8158http://www.techrepublic.com/blog/security/the-truth-behind-those-nigerian-419-scammers/8158http://www.fraudguides.com/internet-craigslist-scams.asphttps://www.usenix.org/legacy/event/hotsec09/tech/full_papers/sirivianos.pdfhttps://www.usenix.org/legacy/event/hotsec09/tech/full_papers/sirivianos.pdfhttp://www.adweek.com/news/technology/divorcees-southerners-most-concerned-about-web-privacy-138185http://www.adweek.com/news/technology/divorcees-southerners-most-concerned-about-web-privacy-138185http://www.adweek.com/news/technology/divorcees-southerners-most-concerned-about-web-privacy-138185http://www.adweek.com/news/technology/divorcees-southerners-most-concerned-about-web-privacy-138185http://wayback.archive.org/web/20141107142203/http://www.truste.com/about-TRUSTe/press-room/news_truste_behavioral_advertising_survey_2011http://wayback.archive.org/web/20141107142203/http://www.truste.com/about-TRUSTe/press-room/news_truste_behavioral_advertising_survey_2011http://wayback.archive.org/web/20141107142203/http://www.truste.com/about-TRUSTe/press-room/news_truste_behavioral_advertising_survey_2011http://wayback.archive.org/web/20141107142203/http://www.truste.com/about-TRUSTe/press-room/news_truste_behavioral_advertising_survey_2011http://www.truste.com/about-TRUSTe/press-room/news_truste_behavioral_advertising_survey_2011http://www.truste.com/about-TRUSTe/press-room/news_truste_behavioral_advertising_survey_2011http://wayback.archive.org/web/20150213004703/http://www.adzerk.com/run-of-network/why-google-built-incognito-mode/http://wayback.archive.org/web/20150213004703/http://www.adzerk.com/run-of-network/why-google-built-incognito-mode/http://wayback.archive.org/web/20150213004703/http://www.adzerk.com/run-of-network/why-google-built-incognito-mode/http://www.adzerk.com/run-of-network/why-google-built-incognito-mode/http://www.adzerk.com/run-of-network/why-google-built-incognito-mode/http://venturebeat.com/2012/02/22/the-7-creep-factors-of-online-behavioral-advertising/http://venturebeat.com/2012/02/22/the-7-creep-factors-of-online-behavioral-advertising/http://usatoday30.usatoday.com/money/media/2011-02-09-privacypoll09_ST_N.htmhttp://usatoday30.usatoday.com/money/media/2011-02-09-privacypoll09_ST_N.htmhttp://www.nytimes.com/2009/09/30/business/media/30adco.html?_r=0http://www.nytimes.com/2009/09/30/business/media/30adco.html?_r=0http://ssrn.com/abstract=2152135http://ssrn.com/abstract=2152135http://ssrn.com/abstract=2152135http://online.wsj.com/article/SB10001424052748704213404576100441609997236.htmlhttp://online.wsj.com/article/SB10001424052748704213404576100441609997236.htmlhttp://chrome.blogspot.de/2012/11/longer-battery-life-and-easier-website.htmlhttp://online.wsj.com/article/SB10001424052748703296604576005542201534546.htmlhttp://online.wsj.com/article/SB10001424052748703296604576005542201534546.htmlhttp://www.economist.com/news/international/21565931-doom-beckons-online-ads-clickedhttp://www.upenn.edu/computing/help/doc/email/popup.htmlhttp://www.upenn.edu/computing/help/doc/email/popup.htmlhttp://wayback.archive.org/web/20150906065929/http://business.ftc.gov/sites/default/files/pdf/bus41-dot-com-disclosures-information-about-online-advertising.pdfhttp://wayback.archive.org/web/20150906065929/http://business.ftc.gov/sites/default/files/pdf/bus41-dot-com-disclosures-information-about-online-advertising.pdfhttp://wayback.archive.org/web/20150906065929/http://business.ftc.gov/sites/default/files/pdf/bus41-dot-com-disclosures-information-about-online-advertising.pdfhttp://wayback.archive.org/web/20150906065929/http://business.ftc.gov/sites/default/files/pdf/bus41-dot-com-disclosures-information-about-online-advertising.pdfhttp://www.business.ftc.gov/sites/default/files/pdf/bus41-dot-com-disclosures-information-about-online-advertising.pdfhttp://www.business.ftc.gov/sites/default/files/pdf/bus41-dot-com-disclosures-information-about-online-advertising.pdfhttp://blog.accusoft.com/posts/2012/october/html5-vs-flash-what-do-you-need-to-know-part-1.htmlhttp://blog.accusoft.com/posts/2012/october/html5-vs-flash-what-do-you-need-to-know-part-1.htmlhttp://www.comscore.com/Insights/Press_Releases/2012/3/comScore_Releases_Full_Results_of_vCE_Charter_Studyhttp://www.comscore.com/Insights/Press_Releases/2012/3/comScore_Releases_Full_Results_of_vCE_Charter_Studyhttp://thenextweb.com/insider/2013/03/01/internet-explorer-continues-growth-past-55-market-share-thanks-to-ie9-and-ie10-as-chrome-hits-17-month-low/http://thenextweb.com/insider/2013/03/01/internet-explorer-continues-growth-past-55-market-share-thanks-to-ie9-and-ie10-as-chrome-hits-17-month-low/http://thenextweb.com/insider/2013/03/01/internet-explorer-continues-growth-past-55-market-share-thanks-to-ie9-and-ie10-as-chrome-hits-17-month-low/http://www.nytimes.com/2012/11/15/business/media/renaming-the-audit-bureau-of-circulations.html?_r=0http://www.nytimes.com/2012/11/15/business/media/renaming-the-audit-bureau-of-circulations.html?_r=0http://www.ifabc.org/http://online.wsj.com/article/SB10001424052748704893604576200383793893712.htmlhttp://online.wsj.com/article/SB10001424052748704893604576200383793893712.htmlhttp://online.wsj.com/article/SB10001424052748704893604576200383793893712.htmlhttp://www.economist.com/node/8319505http://www.economist.com/node/8319505https://dx.doi.org/10.2753%252Fjec1086-4415170105https://en.wikipedia.org/wiki/Digital_object_identifierhttp://www.ijec-web.org/past-issues/volume-17-number-1-fall-2012/attention-to-banner-ads-and-their-effectiveness-an-eye-tracking-approach/http://www.ijec-web.org/past-issues/volume-17-number-1-fall-2012/attention-to-banner-ads-and-their-effectiveness-an-eye-tracking-approach/http://www.ijec-web.org/past-issues/volume-17-number-1-fall-2012/attention-to-banner-ads-and-their-effectiveness-an-eye-tracking-approach/https://en.wikipedia.org/wiki/Special:BookSources/978-0-7656-2092-7https://en.wikipedia.org/wiki/International_Standard_Book_Numberhttps://dx.doi.org/10.1108%252Fs1548-6435%25282008%25290000004009https://en.wikipedia.org/wiki/Digital_object_identifierhttp://www.networkworld.com/article/2176931/smb/online-advertising-poses-significant-security--privacy-risks-to-users--us-senate-report-says.htmlhttp://www.networkworld.com/article/2176931/smb/online-advertising-poses-significant-security--pri

Documents

Online Advertising Book