chapter  Chapter 16
27 Pages

Other Advertising Technologies

WithLiu Peng, Wang Chao

This chapter introduces another two issues related to the measurement of advertising performance. The first issue is to remove the malicious and inactive traffic, which is known as “traffic protection”. The second issue is to measure the verification of advertising effect from the perspective of the demand side, which is known as “advertising monitoring”. The chapter covers privacy protection and its possible application in advertising. An important principle of creative optimization is already introduced when illustrating the advertising effectiveness model, that is, in order to draw the attention of users, the key reasons for pushing an ad need to be clearly expressed in the creative. The service object of online advertising is shifting from traditional branding to direct response. The traditional creative production mode, which is dominated by designers and driven by brand image,.