Introduction to Online Advertising for Absolute Beginners A brief introduction to online advertising for anyone interested in making money by displaying ads on their website

Publishers can make money by displaying ads on their websites Ad for Citroen on Times website

There are many different kinds of ads that publishers can choose to show Different sizes Different formats e.g. Text, Rich Media, Flash Different positions on web page e.g. Banners (along top), skyscrapers (along side) Different payment models Publisher paid if ad is displayed (CPM) Publisher paid if visitors clicks on ad (CPC) Publisher paid if visitor clicks on ad and goes on to purchase product / service (CPA)

Different sizes

Different formats

e.g. Text, Rich Media, Flash

Different positions on web page

e.g. Banners (along top), skyscrapers (along side)

Different payment models

Publisher paid if ad is displayed (CPM)

Publisher paid if visitors clicks on ad (CPC)

Publisher paid if visitor clicks on ad and goes on to purchase product / service (CPA)

It is easy for a publisher to start making money by displaying ads... Services exist to make it easy for publishers to get started, for example: Publishers only need to sign up and insert tags in their websites to start making money Google / Yahoo picks which ads to display to each visitor Ad is served. No effort required by publisher Publisher gets paid depending on ad performance

Services exist to make it easy for publishers to get started, for example:

Google / Yahoo picks which ads to display to each visitor

Ad is served. No effort required by publisher

Publisher gets paid depending on ad performance

...but harder for publishers to maximize the revenue they make from displaying ads ? Which advertisers will value my visitors the most? How can I get in touch with those advertisers? Which advertisements will be of most interest to my visitors? How can I match particular visitors with specific ads / campaigns? Which service (e.g. Google, Yahoo) will make me the most money?

Thank You! Join in the discussion at: www.openads.org/online-advertising-explained