A list of procedures and steps, or a lecture slide with media.
History of Online Advertising
1998: Sponsored search,
Banner ads for Zima
and AT&T appear on
GoTo.com develops keywordbased advertising with pay-perclick sales.
2002: Sponsored search,
pay hosts for sales
generated through ads on
Google introduces AdWords, a
second-price keyword auction
with a number of innovations.
Types of online advertisement
Social Network Advertising
Search Engine Marketing (SEM)
Advertising On the Web
Banner Ads, Sponsored Search Ads, Pay-per-Sale ads.
Show to particular set of viewers.
Accurate Metrics: Clicks, Tracked Purchases.
What is being Sold:
Pay-per-Click, Pay-per-Action, Pay-per-Impression
Advantages of internet advertising
Interactivity and Feedback
Some Methods Costly
Customers Ignore Ads
Too Many Options
Online Advertising Aspects
Google Ad Systems:
Bid Management & Campaign Optimization for Advertisers
Short-term vs. Long-term effect of ads.
Planning: Ad Auctions & Ad Reservations.
Stochastic/Dynamic Inventory Planning
Sponsored Search: AdWord Auctions.
Contextual Ads (AdSense) & Display Ads (DoubleClick)
Social Ads, YouTube, TV ads.
Pricing: Auctions vs Contracts
Online Stochastic Assignment Problems
Future of Online Advertising
Other form of Advertising: