ABSTRACT

Before sponsored search advertising, pop-up ads and email campaigns, there was display advertising. From the very beginning, display ads have been an important source of revenues for online content providers and as such have played a critical role in supporting the free content provided on the Internet. Figure 9.1 illustrates the growth in online advertising expenditures over the past eight years. Even with the development of a wide array of new online advertising vehicles, expenditures on displays ads continue to grow and accounted for 24 percent of the $26.04 billion online advertising industry in 2010. The term display ad refers to a family of online advertisements that include text, images, and/or animation presented on content sites. Large display ads appearing across the top of a content page are typically referred to as banner ads whereas ads presented along the side of a content page are referred to as skyscraper ads. Regardless of the location of the ad, display ads expose the website visitor to the brand featured in the ad and provide interested individuals the ability to click on the ad for more information. Online advertising expenditures https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9781315565682/d3f7495d-f8de-4741-9c6f-b2df83464396/content/fig9_1_B.jpg" xmlns:xlink="https://www.w3.org/1999/xlink"/> Source: Interactive Advertising Bureau (2003–2010).