|Part of a series on|
|Search engine marketing|
|Part of a series on|
|Online goods and services|
Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons.
It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher'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 independent 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.:19 In 2013, Internet advertising revenues in the United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012.:4–5 U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the same period in 2012. Online advertising is widely used across virtually all industry sectors.:16
Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues may not adequately replace other publishers' revenue streams. Declining ad revenue has led some publishers to hide their content behind paywalls.
- 1 History
- 2 Delivery methods
- 2.1 Display advertising
- 2.2 Interstitial
- 2.3 Search engine marketing (SEM)
- 2.4 Social media marketing
- 2.5 Mobile advertising
- 2.6 Email advertising
- 2.7 Online classified advertising
- 2.8 Adware
- 2.9 Affiliate marketing
- 2.10 Content marketing
- 2.11 Online marketing platform
- 3 Compensation methods
- 4 Benefits of online advertising
- 5 Concerns
- 6 Regulation
- 7 See also
- 8 References
In early days of the Internet, online advertising was mostly prohibited. For example, two of the predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions". The NSFNet began phasing out its commercial use ban in 1991.
The first widely publicized example of online advertising was conducted via electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer. Despite the prevailing acceptable use policies, electronic mail marketing rapidly expanded and eventually became known as "spam."
The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups. In January 1994 Mark Eberra started the first email marketing company for opt in email list under the domain Insideconnect.com 
Four months later, Laurence Canter and Martha Siegel, partners in a law firm, broadly promoted their legal services in a USENET posting titled "Green Card Lottery – Final One?" Canter and Siegel's Green Card USENET spam raised the profile of online advertising, stimulating widespread interest in advertising via both Usenet and traditional email. More recently, spam has evolved into a more industrial operation, where spammers use armies of virus-infected computers (botnets) to send spam remotely.
Online banner advertising began in the early 1990s as page owners sought additional revenue streams to support their content. Commercial online service Prodigy displayed banners at the bottom of the screen to promote Sears products. The first clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law firm. In 1994, web banner advertising became mainstream when HotWired, the online component of Wired Magazine, sold banner ads to AT&T and other companies. The first AT&T ad on HotWired had a 44% click-through rate, and instead of directing clickers to AT&T's website, the ad linked to an online tour of seven of the world's most acclaimed art museums.
GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first search advertising keyword auction in 1998.:119 Google launched its "AdWords" search advertising program in 2000 and introduced quality-based ranking allocation in 2002, which sorts search advertisements by a combination of bid price and searchers' likeliness to click on the ads.:123
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 applications for performance tracking. Advertisers are also embracing social media and mobile advertising; mobile ad spending has grown 90% each year from 2010 to 2013.:13
As advertisers collect data across multiple external websites about a user's online activity, they can create a detailed profile of the user's interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting. Advertisers can also target their audience by using contextual to deliver display ads related to the content of the web page where the ads appear.:118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser's return on investment, or ROI, over untargeted ads.
Advertisers may also deliver ads based on a user's suspected geography through geotargeting. A user's IP address communicates some geographic information (at minimum, the user's country or general region). The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations. For example, with mobile devices, advertisers can sometimes use a phone's GPS receiver or the location of nearby mobile towers. Cookies and other persistent data on a user's machine may provide help narrowing a user's location further.
Frame ads were the first form of web banners. The colloquial usage of "banner ads" often refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space on the web page. The Interactive Advertising Bureau's Ad Unit Guidelines proposes standardized pixel dimensions for ad units.
A pop-up ad is displayed in a new web browser window that opens above a website visitor's initial browser window. A pop-under ad opens a new browser window under a website visitor's initial browser window.:22 Pop-under ads and similar technologies are now advised against by online authorities such as Google, who state that they "do not condone this practice".
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 disappear or become less obtrusive after a preset time period.
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 webpage, the user's click on the ad, or the user's mouse movement over the ad. Expanding ads allow advertisers to fit more information into a restricted ad space.
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 popular application message, to induce ad clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of bait-and-switch. Trick banners commonly attract a higher-than-average click-through rate, but tricked users may resent the advertiser for deceiving them.
News Feed Ads
"News Feed Ads", also called "Sponsored Stories", "Boosted Posts", typically exist on social media platforms that offer a steady stream of information updates ("news feed") 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 fan page, an app, or a product.
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 higher click-through rates than traditional display ads
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.
The ads may be outsourced to an advertising agency under contract with the publisher, and served from the advertising agency's servers.
Alternatively, ad space may be offered for sale in a bidding market using an ad exchange and real-time bidding. This involves many parties interacting automatically 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 with ads. Information identifying the user, such as cookies and the page being viewed, is transmitted to the publisher ad server.
The publisher 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 information, which it sends to a data management platform. At the data management platform, the user's identifying information is used to look up demographic information, previous purchases, and other information of interest to advertisers.
Broadly speaking, there are three types of data obtained through such a data management platform:
- First party data refers to the data retrieved from customer relationship management (CRM) platforms, in addition to website and paid media content or cross-platform data. This can include data from customer behaviors, actions or interests.
- Second party data refers to an amalgamation of statistics related to cookie pools on external publications and platforms. The data is provided directly from the source (adservers, hosted solutions for social or an analytics platform). It is also possible to negotiate a deal with a particular publisher to secure specific data points or audiences.
- 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 distribution avenues.
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. Demand side platforms thus have ads ready to display, and are searching for users to view them. Bidders get the information about the user ready to view the ad, and decide, based on that information, how much to offer to buy the 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 ad server 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.
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 advertising is different and may involve mobile carriers and handset software manufacturers.
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page's primary content, 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 message marketing. Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block.
Search engine marketing (SEM)
Search engine marketing, or SEM, is designed to increase a website's visibility in search engine results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher's query.: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.
Search engine optimization (SEO)
Search engine optimization, or SEO, attempts to improve a website's organic search rankings in SERPs by increasing the website content's relevance to search terms. Search engines regularly update their algorithms to penalize poor quality sites that try to game their rankings, making optimization a moving target for advertisers. Many vendors offer SEO services.:22
Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers to be included in the sponsored results of a search for selected keywords. Search ads are often sold via real-time auctions, where advertisers bid on keywords.:118 In addition to setting a maximum price per keyword, bids may include time, language, geographical, and other constraints.:118 Search engines originally sold listings in order of highest bids.:119 Modern search engines rank sponsored listings based on a combination of bid price, expected click-through rate, keyword relevancy and site quality.
Social media marketing
Social media marketing is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.
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 interstitial ads, "advergaming," or application sponsorship).:23 Industry groups such as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications, similar to the IAB's efforts for general online advertising.
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.: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.:14 In July 2014 Facebook reported advertising revenue for the June 2014 quarter of $2.68 billion, an increase of 67 percent over the second quarter of 2013. Of that, mobile advertising revenue accounted for around 62 percent, an increase of 41 percent on the previous year.
Email advertising is ad copy comprising an entire email or a portion of an email message.: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).
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 applications installed within certain websites with the operating 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.
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 online auction-based listings.:22 Craigslist and eBay are two prominent providers of online classified listings.
Adware is software that, once installed, automatically displays 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. Adware installed without the user's permission is a type of malware.
Affiliate marketing occurs when advertisers organize third parties to generate potential customers for them. Third-party affiliates receive payment based on sales generated through their promotion.:22 Affiliate marketers generate traffic to offers from affiliate networks, and when the desired action is taken by the visitor, the affiliate earns a commission. These desired actions can be an email submission, a phone call, filling out an online form, or an online order being completed.
Content marketing is any marketing that involves the creation and sharing of media and publishing content in order 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) redundant to call 'content marketing' anything other than simply 'marketing'. There are, of course, other forms of marketing (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 media.
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 optimisation (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 marketing platforms such as Marketo, Aprimo, MarketBright and Pardot have been bought by major IT companies (Eloqua-Oracle, Neolane-Adobe and Unica-IBM).
Unlike television marketing in which Neilsen TV Ratings can be relied upon for viewing metrics, online advertisers do not have an independent party to verify viewing claims made by the big online platforms.
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.:17
CPM (cost per mille)
Cost per mille, often abbreviated to CPM, means that advertisers pay for every thousand displays of their message 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, and some impressions may not be charged because they don't represent a new exposure to an actual customer. Advertisers can use technologies such as web bugs to verify if an impression is actually delivered.:59
Publishers use a variety of techniques to increase page views, such as dividing content across multiple pages, repurposing someone else's content, using sensational titles, or publishing tabloid or sexual content.
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.:1–4
CPC (cost per click)
CPC (Cost Per Click) or PPC (Pay per click) means advertisers pay each time a user clicks on the ad. CPC advertising works well when advertisers want visitors to their sites, but it's a less accurate measurement for advertisers looking to build brand awareness. CPC's market share has grown each year since its introduction, eclipsing CPM to dominate two-thirds of all online advertising compensation methods.:18:1
Like impressions, not all recorded clicks are valuable to advertisers. GoldSpot Media reported that up to 50% of clicks on static mobile banner ads are accidental and resulted in redirected visitors leaving the new site immediately.
CPE (cost per engagement)
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 industry support. CPV is the primary benchmark used in YouTube Advertising Campaigns, as part of Google's AdWords platform.
CPI (cost per install)
Attribution of ad value
In marketing, "attribution" is the measurement of effectiveness of particular ads in a consumer's ultimate decision 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.
Other performance-based compensation
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 activity, such as completing a purchase or filling out a registration form. Performance-based compensation can also incorporate revenue sharing, where publishers earn a percentage of the advertiser's profits made as a result of the ad. Performance-based compensation shifts the risk of failed advertising onto publishers.:4, 16
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' response 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.
Benefits of online advertising
The low costs of electronic communication reduce the cost of displaying online advertisements compared to offline ads. Online advertising, and in particular social media, provides a low-cost means for advertisers to engage with large established communities. Advertising online offers better returns than in other media.:1
Online advertisers can collect data on their ads' effectiveness, such as the size of the potential audience or actual audience response,: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 This helps online advertisers improve their ad campaigns over time.
Advertisers have a wide variety of ways of presenting their promotional messages, including the ability to convey images, video, audio, and links. Unlike many offline ads, online ads also can be interactive. For example, some ads let users input queries or let users follow the advertiser on social media. Online ads can even incorporate games.
Publishers can offer advertisers the ability to reach customizable and narrow market segments for targeted advertising. Online advertising may use geo-targeting to display relevant advertisements to the user's geography. Advertisers can customize each individual ad to a particular user based on the user's previous preferences. Advertisers can also track whether a visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and provide adequate time gaps between exposures.
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. Furthermore, online advertisers can modify or replace ad copy more rapidly than their offline counterparts.
According to a US Senate investigation, the current state of online advertising endangers the security and privacy of users.
Eye-tracking studies have shown that Internet users often ignore web page zones likely to contain display ads (sometimes called "banner blindness"), and this problem is worse online than in offline media. On the other hand, studies suggest that even those ads "ignored" by the users may influence the user subconsciously.
Fraud on the advertiser
There are numerous ways that advertisers can be overcharged 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 legitimate buying intent. For example, click fraud can occur when a competitor clicks on ads to deplete its rival's advertising budget, or when publishers attempt to manufacture revenue.
Click fraud is especially associated with pornography sites. In 2011, certain scamming porn websites launched dozens of hidden pages on each visitor's computer, forcing the visitor's computer to click on hundreds of paid links without the visitor's knowledge.
As with offline publications, online impression fraud can occur when publishers overstate the number of ad impressions they have delivered to their advertisers. To combat impression fraud, several publishing and advertising industry associations are developing ways to count online impressions credibly.
Because users have different operating systems, web browsers 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. 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).
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.:i In the United States, the FTC has released a set of guidelines indicating that it's the advertisers' responsibility to ensure the ads display any required disclosures or disclaimers, irrespective of the users' technology.:4–8
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. 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 autoplay of both audio and video). Approximately 9% of all online page views come from browsers with ad-blocking software installed, and some publishers have 40%+ of their visitors using ad-blockers.
The collection of user information by publishers and advertisers has raised consumer concerns about their privacy. Sixty percent of Internet users would use Do Not Track technology to block all collection of information if given an opportunity. Over half of all Google and Facebook users are concerned about their privacy when using Google and Facebook, according to Gallup.
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 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. Consumers can be especially troubled by advertisers targeting them based on sensitive information, such as financial or health status. Furthermore, some advertisers attach the MAC address of users' devices to their 'demographic profiles' so they can be retargeted (regardless of the accuracy of the profile) even if the user clears their cookies and browsing history.
Trustworthiness of advertisers
Scammers can take advantage of consumers' difficulties verifying an online persona's identity,:1 leading to artifices like phishing (where scam emails look identical to those from a well-known brand owner) and confidence schemes like the Nigerian "419" scam. 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.
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. For example, in August 2014 Yahoo's advertising network reportedly saw cases of infection of a variant of Cryptolocker ransomware.
The Internet's low cost of disseminating advertising contributes to spam, especially by large-scale spammers. Numerous efforts have been undertaken to combat spam, ranging from blacklists to regulatorily-required labeling to content filters, but most of those efforts have adverse collateral effects, such as mistaken filtering.
In general, consumer protection laws apply equally to online and offline activities.:i However, there are questions over which jurisdiction's laws apply and which regulatory agencies have enforcement authority over transborder activity.
As with offline advertising, industry participants have undertaken numerous efforts to self-regulate and develop industry standards or codes of conduct. Several United States advertising industry organizations jointly published Self-Regulatory Principles for Online Behavioral Advertising based on standards proposed by the FTC in 2009. European ad associations published a similar document in 2011. 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.:2–4 Neither framework, however, penalizes violators of the codes of conduct.
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 difficult and expensive to obtain.: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 children in the Children's Online Privacy Protection Act (COPPA),:16–17 and the FTC has recently expanded its interpretation of COPPA to include requiring ad networks to obtain parental consent before knowingly tracking kids. Otherwise, the U.S. Federal Trade Commission frequently supports industry self-regulation, although increasingly it has been undertaking enforcement actions related to online privacy and security. 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; researchers have estimated online advertising effectiveness decreases on average by around 65% in Europe relative to the rest of the world.:58
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 delivered via banner ads. Among other restrictions, the U.S. CAN-SPAM Act of 2003 requires that any commercial email provide an opt-out mechanism. Similarly, mobile advertising is governed by the Telephone Consumer Protection Act of 1991 (TCPA), which (among other restrictions) requires user opt-in before sending advertising via text messaging.
- Advertising campaign
- Advertising management
- Advertising media
- Branded entertainment
- Direct marketing
- Integrated marketing communications
- Marketing communications
- Media planning
- Promotion (marketing)
- Promotional mix
- Promotional campaign
- Product placement
- Promotional merchandise
- Sales promotion
- "IAB internet advertising revenue report: 2012 full year results" (PDF). PricewaterhouseCoopers, Internet Advertising Bureau. April 2013. Retrieved 12 June 2013.
- IAB internet advertising revenue report, 2013 full year results, April 2014
- "IAB internet advertising revenue report 2013 first six months' results" (PDF). Internet Advertising Bureau. October 2013. Retrieved 4 March 2014.
- Gonzales, Niero (9 March 2013). "Half of Destructoid's readers block our ads. Now what?". Destructoid. Retrieved 14 June 2013.
- "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.
- Templeton, Brad (2008). "Reflections on the 25th Anniversary of Spam". Retrieved 14 June 2013.
- "NSFNet—National Science Foundation Network". Living Internet. 2011. Retrieved 25 June 2013.
- "The Internet". National Science Foundation. Retrieved 24 June 2013.
- 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, Communications Technology and their Applications, keynote talk. Retrieved 19 June 2013.
- "Evolution of the Internet". Cisco Press. Retrieved 25 June 2013.
- Seabrook, Andrea (3 May 2008). "At 30, Spam Going Nowhere Soon". All Things Considered. NPR. Retrieved 14 June 2013.
- Denning, Peter J. (1 March 1982). "ACM President's Letter: Electronic Junk". Communications of the ACM. 25 (3). Association for Computing Machinery.
- Templeton, Brad. "Origin of the term "spam" to mean net abuse". Retrieved 14 June 2013.
- Emery, Vince (14 June 1996). How to Grow Your Business on the Internet: Your Complete Guide to Making Money at the Speed of Light (1 ed.). Scottsdale, Az, U.s.a: Coriolis Group Books. pp. 55–140. ISBN 1883577756.
- "Junk Mail". Electronic Billboards on the Digital Superhighway: A Report of the Working Group on Internet Advertising. The Coalition for Networked Information. 28 September 1994. Retrieved 24 June 2013.
- Gibson, Mathias (12 July 2012). "History of Online Display Advertising". Vantage Local. Retrieved 23 June 2013.
- Briggs, Rex; Hollis, Nigel (April 1997). Advertising on the Web: Is there Response Before Clickthrough?. Journal of Advertising Research. pp. 33–45.
- Morrissey, Brian (12 April 2013). "How the Banner Ad Was Born". Digiday. Retrieved 12 June 2013.
- McCambley, Joe (12 February 2013). "Stop Selling Ads and Do Something Useful". HBR Blog Network. Retrieved 15 June 2013.
- Jansen, B.J.; Mullen, T. (2008). "Sponsored search: an overview of the concept, history, and technology". International Journal of Electronic Business. 6 (2): 114–131. doi:10.1504/ijeb.2008.018068.
- "Google Launches Self-Service Advertising Program". Google. October 2000. Retrieved 13 June 2013.
- "Google Introduces New Pricing for Popular Self-Service Online Advertising Program". Google. February 2002. Retrieved 16 July 2017.
- "Super Bowl Social Media Marketing: A Detailed 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
- Curtis, Dr. Anthony (2013). "The Brief History of Social Media". Mass Communication Department, University of North Carolina at Pembroke. Retrieved 9 June 2013.http://wayback.archive.org/web/20131823423600/http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html
- Helft, Miguel; Vega, Tanzina (29 August 2010). "Retargeting Ads Follow Surfers to Other Sites". Retrieved 20 June 2013.
- Drell, Lauren (26 April 2011). "4 Ways Behavioral Targeting is Changing the Web". Mashable.com. Retrieved 20 June 2013.
- Moe, Wendy W. (2013). "Chapter 9: Targeting Display Advertising". Advanced Database Marketing: Innovative Methodologies & Applications for Managing Customer Relationships (PDF). Gower Publishing, London. ISBN 978-1409444619. Retrieved 20 June 2013.
- 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.
- Adams, Barry (2012). "Geotargeting Based on IP Address is Broken". Retrieved 16 June 2013.
- "IAB Display Advertising Guidelines". Interactive Advertising Bureau. Retrieved 13 June 2013.
- "No Pop-up Ads on Google". Google. Google. Retrieved 12 February 2016.
- "Mobile Rich media Ad Interface Definitions (MRAID) v. 2.0" (PDF). Interactive Advertising Bureau. 16 April 2013. Retrieved 13 June 2013.
- "Trick Banner". Retrieved 13 June 2013.
- "Trick Banners". Retrieved 13 June 2013.
- "Trick banner". PC Magazine. Retrieved 13 June 2013.
- "Term: Trick Banner". marketingterms.com. Retrieved 13 June 2013.
- "Facebook News Feed". Facebook. Retrieved 1 May 2015.
- "Facebook News Feed Ads". Facebook. Retrieved 1 May 2015.
- "LinkedIn Sponsored Updates". LinkedIn. Retrieved 1 May 2015.
- "Twitter Promoted Tweets". Twitter. Retrieved 1 May 2015.
- "Facebook's Sponsored Stories are way more effective than Display Ads". Facebook. Retrieved 1 May 2015.
- "Facebooks' News Feed Ads generate 49x more clicks". Facebook. Retrieved 1 May 2015.
- O'Hara, Chris. "When Big Data Doesn't Provide Big Insights". clickz.com. ClickZ. Retrieved 3 April 2015.
- Limon, Kathleen. "THE DIFFERENCE BETWEEN FIRST, SECOND, AND THIRD PARTY DATA AND HOW TO USE THEM". retargeter.com. Retargeter. Retrieved 3 April 2015.
- "3rd Party Data Collection Principles from TRUSTe". TRUSTe.com. TRUSTe. Retrieved 3 April 2015.
- "How an ad is served with real-time bidding". Internet Advertising Bureau.
- "Term: Interstitial ad". marketingterms.com. Retrieved 13 June 2013.
- Hanley, M.; Becker, M. (2007). "Cell Phone Usage and Advertising Acceptance Among College Students: A Four-Year Analysis". 2008 AEJMC Conference: Advertising Division–Research. Retrieved 13 June 2013.
- "Mobile Advertising Guidelines, Version 5.0". Mobile Marketing Association. February 2011. Retrieved 14 June 2013.
- "Term: Text ad". marketingterms.com. Retrieved 13 June 2013.
- Mothner, Michael (12 September 2012). "SEO Marketing Myths". Inc. Retrieved 13 June 2013.
- Demers, Jason (2 January 2013). "5 Deadly Sins of SEO and Online Marketing". Entrepreneur.com. Retrieved 15 June 2013.
- "The Quickest Wins in SEO". Segment.io Analytics Academy. Retrieved 13 June 2013.
- Athey, S.; Nekipelov, D. (January 2012). "A Structural Model of Sponsored Search Advertising Auctions" (PDF). p. 5. Retrieved 8 June 2013.http://wayback.archive.org/web/20150213005956/http://faculty.haas.berkeley.edu/neil_thompson/DSI_Seminar/Papers/Structural_Sponsored_Search.pdf
- Christensson, P. "SMM". Tech Terms Computer Dictionary. Retrieved 13 June 2013.
- Tulloch, Mitch (2003). Koch, Jeff; Haynes, Sandra, eds. Microsoft Encyclopedia of Security. Redmond, Washington: Microsoft Press. p. 16. ISBN 0-7356-1877-1.
- "Malware & Botnets". National Cyber Security Alliance. Retrieved 4 December 2012.
- Suzanne Vranica; Mike Shields (23 September 2016). "Doubts About Digital Ads Rise Over New Revelations". Wall Street Journal. Dow Jones & Company, Inc. Retrieved 25 September 2016.
- Story, Louise (22 October 2007). "How many site hits? Depends who's counting". Retrieved 25 June 2013.
- "CPM Advertising". Retrieved 20 May 2013.
- Fisher, Ken (6 March 2010). "Why Ad Blocking is devastating to the sites you love". Ars Technica. Retrieved 13 June 2013.
- Goldfarb, Avi; Tucker, Catherine E. (2011). "Privacy Regulation and Online Advertising". Management Science. 57 (1): 57–71. doi:10.1287/mnsc.1100.1246.
- Kuckera, Ben (17 April 2013). "Ad-blockers, the games press, and why sexy cosplay galleries lead to better reporting". Penny Arcade Report. Archived from the original on 8 June 2013. Retrieved 14 June 2013.
- Hu, Yu; Shin, Jiwoong; Tang, Zhulei (September 2012). "Performance-based Pricing Models in Online Advertising: Cost per Click versus Cost per Action" (PDF). Retrieved 16 July 2017.
- "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 Ads". comScore, Inc. 1 October 2009. Retrieved 1 June 2013.
- Felix, Samantha (26 October 2012). "Mobile Advertising's Darkest Secret: Here's the REAL Error Rate for 'Fat Finger' Clicks". Business Insider. Retrieved 16 July 2017.
- "Is CPE the Best Way to Quantify ROI?". Mashable. 9 December 2013.
- "Understanding the Cost-Per-Engagement Ad Model". Mediapost.com. Retrieved 2015-12-30.
- "Cost-Per-View Pricing for Digital Video: What Would It Really Measure?". Mediapost.com. Retrieved 2015-12-30.
- "Marketers Focus on Making Attribution Data Actionable: Industry experts discuss real-time optimisation of cross-platform attribution findings". emarketer.com. Retrieved 7 September 2015.
- Moses, Lucia (2 April 2013). "The New York Times Tries Another Interactive Ad Unit: This time, for Prudential". Adweek. Retrieved 20 June 2013.
- Brian, Matt (22 May 2013). "Twitter steps into interactive ads, lets users sign up for offers directly from their timeline". The Verge. Retrieved 20 June 2013.
- Abramovich, Giselle (25 March 2013). "5 Really Creative Banner Ads". Digiday. Retrieved 20 June 2013.
- Braun, Michael (2011). "Measuring Online Advertising 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
- "Measuring the effectiveness of online advertising" (PDF). pwc.com. PricewaterhouseCoopers France, IAB France, Syndicat des Regies Internet. 2010. p. 8. Retrieved 19 June 2013.http://wayback.archive.org/web/20150213004710/http://www.pwc.com/en_GX/gx/entertainment-media/pdf/IAB_SRI_Online_Advertising_Effectiveness_v3.pdf
- Sherman, Erik (13 August 2012). "Online Advertising: Surprising New Finding". inc.com. Retrieved 16 July 2017.
- Goldfarb, Avi; Tucker, Catherine (4 May 2010). "Advertising Bans and the Substitutability of Online and Offline Advertising". SSRN. SSRN . Retrieved 16 July 2017.
- "Revenue Outcomes Matter to Online Advertisers: Advanced Automation Can Improve Efficiency And Results" (PDF). marinsoftware.com. Forrester Consulting. January 2013. Retrieved 20 June 2013.
- Lucian Constantin (2014-05-15). "Online advertising poses significant security, privacy risks to users, US Senate report says". Network World. Retrieved 2015-12-24.
- Pieters, Rik (2008). "A Review of Eye-Tracking Research in Marketing". Review of Marketing Research. 4: 123–147. ISBN 978-0-7656-2092-7. doi:10.1108/s1548-6435(2008)0000004009.
- Lee, Joowon; Ahn, Jae-Hyeon (2012). "Attention to Banner Ads And Their Effectiveness: An Eye-Tracking Approach". International Journal of Electronic Commerce. 17 (1): 119–137. doi:10.2753/jec1086-4415170105. Retrieved 20 June 2013.
- "Truth in advertising: 'Click fraud' poses a threat to the boom in internet advertising". The Economist. 23 November 2006. Retrieved 13 June 2013.
- 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.
- "International Federation of Audit Bureaux Circulations". Retrieved 25 June 2013.
- Elliot, Stuart (14 November 2012). "Renaming the Circulation Overseer". Retrieved 20 June 2013.
- Protalinksi, Emily (1 March 2013). "Internet Explorer continues growth past 55% market share thanks to IE9 and IE10, as Chrome hits 17-month low". The Next Web. Retrieved 16 July 2017.
- "comScore Releases Full Results of vCE Charter Study Involving 12 Leading U.S. Advertisers". comScore. 26 March 2012. Retrieved 1 June 2013.
- Casale, Chris (8 October 2012). "HTML5 vs. Flash-What Do You Need to Know? Part 1". Accusoft Blog. Retrieved 12 June 2013.
- ".com Disclosures: How to Make Effective Disclosures in Digital Advertising" (PDF). Federal Trade Commission. March 2013. Archived from the original (PDF) on 15 October 2011. Retrieved 16 July 2017.
- "Configuring Your Web Browser to Allow Pop-up Windows". University of Pennsylvania, Information Systems & Computing. Retrieved 24 June 2013.
- "Clicked off: Doom beckons for online ads". The Economist. 10 November 2012. Retrieved 24 May 2013.
- Angwin, Julia (7 December 2010). "Microsoft to Add 'Tracking Protection' to Web Browser". The Wall Street Journal. Retrieved 22 February 2012.
- "Longer battery life and easier website permissions". 6 November 2012. Retrieved 7 November 2012.
- Angwin, Julia (21 January 2011). "Web Tool on Firefox to Deter Tracking". The Wall Street Journal. Retrieved 22 February 2012.
- Hoofnagle, Chris J.; Urban, Jennifer M.; Li, Su (8 October 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. SSRN . Retrieved 16 July 2017.
- Clifford, Stephanie (29 September 2009). "Two-Thirds of Americans Object to Online Tracking". Retrieved 20 June 2013.
- Acohido, Byron (9 February 2011). "Most Google, Facebook users fret over privacy". USA Today. Retrieved 20 June 2013.
- Cutter, Slade (22 February 2012). "The 7 'creep factors' of online behavioral advertising". venturebeat.com. Venture Beat. Retrieved 10 June 2013.
- Avery, James (14 November 2011). "Why Google Built Incognito Mode". Adzerk. Retrieved 14 June 2013.http://wayback.archive.org/web/20150213004703/http://www.adzerk.com/run-of-network/why-google-built-incognito-mode/
- "Press Release: TRUSTe Announces 2011 Behavioral Advertising Survey Results". TRUSTe. 25 July 2011. Retrieved 20 June 2013.http://wayback.archive.org/web/20141107142203/http://www.truste.com/about-TRUSTe/press-room/news_truste_behavioral_advertising_survey_2011
- Heusssner, Ki Mae (13 February 2013). "Divorcees, Southerners Most Concerned About Web Privacy: 90 percent of online adults worry about privacy online, study shows". AdWeek. Retrieved 20 June 2013.
- Sirivianos, Michael; Kim, Kyungbaek; Yang, Xiaowei (2009). "FaceTrust: Assessing the Credibility of Online Personas via Social Networks" (PDF). Retrieved 20 June 2013.
- "Craigslist Scams". Fraud Guides. Retrieved 20 June 2013.
- Kassner, Michael (30 July 2012). "The truth behind those Nigerian 419 scammers". Tech Republic. Retrieved 20 June 2013.
- "Common Fraud Schemes". Federal Bureau of Investigation. Retrieved 20 June 2013.
- Rege, Aunshul (December 2009). "What's Love Got to Do with It? Exploring Online Dating Scams and Identity Fraud" (PDF). International Journal of Cyber Criminology. pp. 494–512. ISSN 0974-2891. Retrieved 19 June 2013.
- "2012 Internet Crime Report" (PDF). Internet Crime Complaint Center. FBI and National White Collar Crime Center. 2013. Retrieved 18 June 2013.
- Rosenberg, Eric (31 March 2007). "U.S. Internet fraud at all-time high: 'Nigerian' scam and other crimes cost $198.4 million". San Francisco Chronicle. Retrieved 16 July 2017.
- Mlot, Stephanie (1 February 2013). "Online Advertising More Likely to Spread Malware Than Porn". PC Magazine. Retrieved 16 June 2013.
- "Cisco 2013 Annual Security Report" (PDF). Cisco. 2013. Archived from the original (PDF) on 28 February 2013. Retrieved 16 June 2013.
- "CryptoWall! crooks! 'turn! to! Yahoo! ads! to! spread! ransomware!'". The Register. 11 August 2014. Retrieved 4 January 2015.
- Special Advertising Problems: Internet Advertising: Unique Issues Posed by the Internet. The Law of Advertising. 56.06. Matthew Bender & Co, Inc. 2013.
- "Self-Regulatory Principles for Online Behavioral Advertising" (PDF). iab.net. Interactive Advertising Bureau. 1 July 2009. Retrieved 12 June 2013.
- "Europe's Online Advertising Industry Releases Self-Regulation Framework". iabeurope.eu. 11 April 2011. Retrieved 12 June 2013.
- Singel, Ryan (8 July 2009). "Internet Ad Industry Begs for Regulation". Wired. Retrieved 12 June 2013.
- "FTC Strengthens Kids' Privacy, Gives Parents Greater Control Over Their Information By Amending Children's Online Privacy Protection Rule". Federal Trade Commission. 19 December 2012. Retrieved 20 June 2013.
- "Performance & Accountability Report, Fiscal Year 2012" (PDF). Federal Trade Commission. 2012. p. iv. Retrieved 25 June 2013.