Major branding concepts discussed include personalization, co-creation of content, purchase process streamlining, customization, dynamic pricing, and brand communities. The document also lists customer acquisition techniques both online and offline and examples of major online advertising formats. It defines ad serving as the delivery of ads by a server to an end user's computer where the ads are displayed by a browser or cached. Ad serving is performed by a publisher or third party and can embed ads in pages or serve them separately. The two techniques to improve ad targeting are described as contextual advertising and behavioral advertising.