ABSTRACT
Providing quality content that attracts readers and then selling advertising along side that content has been a business model for publishers since printing came of age in the 17th Century. So it is that, as their business model, search engines sell advertising on their search results pages. However, whilst the marketer should not ignore the sell – side element of advertising, in this book we concentrate on the Internet as a medium for marketing and so the focus is on that perspective of online advertising. That is, how the Internet can be used to carry our ads, not how selling ad space can generate an income for online publishers.
