Online Advertising
| Autor | Catalina Goanta |
| Páginas | 231-231 |
231
Online Advertising
64 Online Advertising
Catalina Goanta
Online advertising can be defined as the industry of Internet marketing/
advertising, as well as the technologies (AdTech) and practices
characterizing this industry. Online advertising has two important
features distinguishing it from traditional advertising: measurability
and targetability (Goldfarb, Tucker, 2011). Among the main types
of online advertising, we can distinguish display advertising, search
advertising and social media advertising (Goldfarb, Tucker, 2011).
Display ads are mainly used on regular websites and entail the display
of banners or audio-visual ads. Search advertising entails that ads are
featured at the top of search results returned from a search engine
query. Both types of advertising evolved to also include so-called
‘ad auctions’ and ‘real-time bidding’, which involve the buying and
selling of advertising via programmatic instantaneous auctions
(Information Commissioner’s Office, 2019; Google, 2020). Social
media advertising uses elements of display and search advertising,
combined with native advertising models such as influencer marketing
(see also the entries for ‘content/web monetization’ and ‘content
creators/influencers’).
References
Goldfarb, A., Tucker, C. (2011). Chapter 6-online advertising. Advances in
Computers, 81, 289-315.
Information Commissioner’s Office. (2019). Update report into AdTech and
real time bidding. Available at:
documents/2615156/adtech-real-time-bidding-report-201906.pdf>.
Google. How the Google Ads auction works. Available at:
google.com/google-ads/answer/6366577?hl=en>.
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