chapter  Chapter 1
21 Pages

Overview of Online Advertising

WithLiu Peng, Wang Chao

The product forms and business logic of online advertising are fairly complex. Online advertising, which is also known as network advertising or Internet advertising, refers to the ad serving via online media just as its name implies. Compared with offline advertising the products and creative forms of online advertising are represented in various forms, which is attributed to different forms and interactive modes of Internet media. Considering the key points of behavioral data, full processing, and automation application, the computational problems in online advertising are a typical big data application. Online advertising has dual functions of brand awareness and direct response. But the robust development of online advertising is mainly for generating rich benefits to the direct response advertising market. Online advertising has multiple forms of presentation to contact users, and they have become increasingly diversified along with development of the mobile Internet.