The publisher leverages integrated code or their ad server to list the ads for bid via the advertising exchange. When a random user requests a web page, the HTTP request is sent to the publisher and the bidding begins. However, for the purposes of this blog we are going to focus on the area of online advertising that is the most ripe for abuse, real time bidding (RTB). Inside of each of these categories there are a wide variety of options for the advertiser. It typically will have some sort of identifier saying “Sponsored Content” and when a user clicks the link they are typically taken through the ad network to another site. Sponsored content, on the other hand, can appear on a page mixed in among the original content on the page. Most users are familiar with banner ads as they tend to be somewhat isolated from the content of the webpage. One common distinction is between sponsored content and banner ads. So how does this complicated industry operate and how are ads served to users? There are numerous types of online advertising and associated ways to make money from it. To put that in perspective, that’s as large as the annual revenues for leading aerospace and multinational banking companies. In 2018, the United States digital advertising revenue exceeded $100 billion.
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