Talk:Online advertising/Archives/2012

comment
Ad server market structure section

2008 is so old, especially for anything online. That list is no longer valid. It would be great if someone could update it with more accurate information from this year, 2010.

comScore Releases December 2009 Ranking of Top Ad Networks - comScore, Inc http://www.comscore.com/Press_Events/Press_Releases/2010/1/comScore_Releases_December_2009_Ranking_of_Top_Ad_Networks Samson777 (talk) 18:56, 28 June 2010 (UTC)

Future of Online Advertising
In a Google Talk Conference I watched in YouTube, a guy whose name I can't recall at this very moment and who was the inventor of the technology behind the protocols that we use for the internet; explained how advertising in the future might take a new form. For example, he explained how he believes that one of the major roles in advertising will be the fact that people will be able to download video faster than they watch it. He explained how this can be used as an advantage for advertisers. For example, there is a movie where you can see a bunch of very cool looking computers. He explained that by either hovering the pointer or maybe just clicking you could get information regarding that computer or its brand, who in fact would be a sponsor of such movie. Of course that kind of advertising is really in its infancy, but I think this is something worth adding to this article. Camilo Sanchez (talk) 17:02, 19 March 2008 (UTC)

=Input requested: related document http://upload.wikimedia.org/wikipedia/en/1/12/Button_gallery.png Insert a picture gallerybeing developed== Hi, I'm trying to get feedback on an "interactive marketing primer" that I'm developing as posts at my blog (econometra com). If anyone watching this page feels like going there and leaving some feedback, it'd be much appreciated. My idea is to assemble the posts into a document after collecting corrections / clarifications / comments, then link to it from here. Hopefully this is consistent with Wikipedia norms (?). Anyway, thanks in advance for any and all help. --Adam Marsh 02:09, 22 January 2006 (UTC)

Major Changes
In my last edit I greatly expanded this article, though I do not think I brought it up to acceptable standards. The introduction needs work. Also, I am not sure what to do with all the jargon terms. They are certainly relevant, but not very helpful in a long list of acronyms. Perhaps we can add a business section and explain these terms. Whatever is uncommon or not easily explained can then be listed. The idea is to avoid long lists and replace them with content. Alternatively, this business section could be a whole new article. I haven't gone through the terms to see how big such a section could be. Comments and revisions are greatly appreciated! Vector4F 01:58, 17 July 2005 (UTC)
 * I did some editing, to put the jargon to the side (under "See also"). I think people can follow the links to get a definition.  I hope further revisions of the article continue to focus on general issues, such as what types of advertising are done, problems, differing models of payment, privacy issues, etc...   As opposed to jargon, which only means something to those who already know it.  Somebody wanting a definition for eCPM, would probably just go to that article directly, and wouldn't benefit from an eleboration here.  --rob 22:44, 19 July 2005 (UTC)

Naming an "Advertising Network" seems like a Wikipedia sanction
Naming Google AdSense in this article seems like Wikipedia is giving its official sanction to it. Instead of writing:


 * One example is Google's AdSense, which displays text-only ads that correspond to the keywords of an Internet search.

We could write:


 * Many advertising networks display text-only ads that correspond to the keywords of an Internet search.

Sound good?

-- Charles Iliya Krempeaux 10:36, 15 September 2005 (UTC)

Doesn't seem Neutral
This article no longer seems very neutral. Especially when the first section in it is "Problems with Ads". This should be fixed.

--Charles Iliya Krempeaux 02:39, 30 January 2006 (UTC)


 * I made some edits in light of your comment. Tell me what you think. --Vector4F 03:14, 30 January 2006 (UTC)


 * Vector4F: Thanks for the edit. It's better.

Although I think the article needs to say some things that are considered good about online advertising. (To help balance things.) Perhaps how online advertising is used to financially support websites, online magazines, etc etc.

--Charles Iliya Krempeaux 09:45, 30 January 2006 (UTC)

To me, the intro paragraphs seemed a little biased in favor of the subject. It would be an exaggeration to say that it sounded like an ad for online advertising, but it still strikes me as a bit overdone and not really neutral.

DeathbyChiasmus 15:14, 20 April 2007 (UTC)

FYI: History of Online Advertising
Just an FYI. I'm planning on writting up a History of Online Advertising section for this article.

If anyone knows of any material to contribute, post it here to the talk page.

--Charles Iliya Krempeaux 00:43, 31 January 2006 (UTC)

Hi Charles, I am currently in the process of interviewing the Bermeister brothers who have been involved in the online game for many years. They started out in the early 80's in software and moved into the online game in the 90's. Kevin Bermeister is involved with Altnet, and Steven is the CEO of Advertising Web Service, an online and multi-media ad agency. The piece I am writing is more about the family/business history but if I come across any info on the history of advertising, I'll let you know. --124.184.88.126 02:31, 1 July 2007 (UTC)Rebecca

Pay to click
Hi, I am the webmaster for a business directory and would like to know if it is possible for a business to know that someone has been directed to their website from ours.Localmatters (talk) 01:18, 15 May 2008 (UTC)

Edit request
I’m with the public relations firm for 24/7 Real Media, and am writing to request that a Wikipedia community member remove the Attributor survey (purporting to show the top ad server vendors in 2008) from this story. Attributor’s process for collecting this data was flawed, and their findings do not accurately reflect the ad serving market. Nicolle Pangis, VP-Product Management Global Media & Technology with 24/7 Real Media, addressed this issue in a letter to Advertising Age in the Jan. 19, 2009 issue (http://adage.com/article?article_id=133839 - subscription required, so I am re-printing the full letter below):

''Study leaves out important numbers

''RE: "Google Leads in Ad-Serving Share" (AdAge.com, Dec. 22, 2008). The Attributor study that prompted the article was a solid effort to make sense of the market, but failed to account for a significant portion of the ad-serving market that should have been recognized as a major caveat to the accuracy of its findings.

''The problem is that the report only seems to count ad-serving companies placing advertising calls from a single domain, or from domains that Attributor can directly monitor. As a result, ad-serving leaders such as 24/7 Real Media that solely use first-party domains, and thus help maintain the integrity of publisher data, are not counted.''

''This is not a small portion of the market: 24/7 Real Media's publisher clients serve billions of impressions per month, and we're only one of many companies whose clients use first-party domains. Additionally, our media network serves over 18 billion impressions per month in North America alone. None of these impressions seem to be accounted for in the Attributor study.''

I recognize that measuring an industry as large and far-reaching as ad serving is a difficult undertaking.

''We certainly appreciate Attributor's efforts and look forward to working with them to help make future reports more accurate. But presenting the results of this particular study as fact undermines your readers' ability to fully understand the market, and I would just ask that future articles about ad-serving market share take this into account.''

As an alternative to the Attributor study, I would suggest posting comScore's ranking of the Top 15 Ad Networks on this Wikipedia page. The December 2009 ranking can be found here: http://www.comscore.com/Press_Events/Press_Releases/2010/1/comScore_Releases_December_2009_Ranking_of_Top_Ad_Networks. Manning630 (talk) 05:06, 12 January 2010 (UTC)

"Online advertisement" section
The "Online advertisement" section is poorly written. For example, the first paragraph in the section is a poor attempt to say "The continued growth of the internet has attracted the attention of advertisers.". The usage of "whether to check it out or not" in the second paragraph borders on slang. The second sentence in the third paragraph is difficult if not impossible to parse. I thought about trying to improve the wording, but I don't think there is much content in the section worth saving. I suggest removing it and merging any worthwhile information into other parts of the article.

Terescoj (talk) 16:18, 2 December 2011 (UTC)
 * Yes, the text is not helpful. Please remove it. If you can find something of value, by all means move it elsewhere, but my suggestion would be to avoid over generosity: if it's junk, just remove it. Johnuniq (talk) 00:43, 3 December 2011 (UTC)

Re: Ethics
This section implies that website operators have explicit control over all advertisements that are displayed. In most cases due to size, website operators rely on external advertisement networks thus this section is factually incorrect. Often it is the ad networks that do not vet or filter the advertisements where the website operator can only report fraudulent ads to the ad network, not actively take them down without removing the advertisments completely and thus break the advertisement revenue stream. ~Kradorex Xeron (talk) 02:40, 27 May 2012 (UTC)

Add Inline Citation
There should be inline citation in "Type" section at:

"In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers." Reference:

1. Interactive Advertising Bureau (2011), platform status report:A DIGITAL AUDIO ADVERTISING OVERVIEW

2. Interactive Advertising Bureau (January 2008), IAB Platform Status Report: A Digital Video Advertising Overview

--JiahuaWowo (talk) 04:57, 18 October 2012 (UTC)

Social network advertising
Social network advertising is a form of Online advertising that focuses on social networking sites. Advertising on social media networks can take the form of direct display ad buys at the social networks, self-serve advertising through internal ad networks, and ad serving on social network applications through special social network application advertising networks.

--JiahuaWowo (talk) 04:56, 18 October 2012 (UTC)

Add "History of online advertising" section
we think that the article is lack of a section to describe the history of online advertising. Thus, we suggest add the follow content to make a new "History of online advertising" section.

History of online advertising
Online advertising began in 1994 when HotWire sold the first banner ads to several advertisers. Revenue in the United States grew to an estimated $7.1 billion in 2001 or about 3.1 percent of overall advertising spending. The dot-com bust destroyed or weakened many of the early online advertising industry players and reduced the demand for online advertising and related services.

The industry regained momentum by 2004 as the business model for “Web 2.0” came together. A number of businesses emerged that facilitated the buying and selling of advertising space on web pages.Entities that operated web portals settled on the traditional “free-tv” model: generate traffic by giving away the content and sell that traffic to advertisers. Most web sites, with the exception of transaction ones such as eBay, generate the preponderance of their revenues from the sale of advertising inventory—the eyeballs that view space allocated for promotions—to advertisers. In the first half of 2007 alone, advertisers in the US spent more than $10 billion advertising on websites. That was about 14 percent of all advertising spending.

The portion of advertising that is done online will increase significantly over time as more devices such as mobile telephones and televisions are connected to the Internet and people spend more time on these devices. The valuations that the capital markets are placing on businesses related to online advertising are consistent with this prediction. Google has had a seven-fold increase in its market value from August 2004 when it was valued at $29 billion to $215 billion in December 2007. During 2007 several companies in the online advertising market were purchased at multiples of 10-15 times annual revenues.

The online advertising industry burst into the public eye in 2007. Google’s sky-rocketing stock price and its forays into industries such as word processing software, online payments, and mobile telephones drew significant attention. More than 500 articles on Google appeared in the New York Times, Wall St. Journal and the Financial Times during the year. The U.S. Federal Trade Commission and the European Commission launched in-depth antitrust investigations into Google’s acquisition of DoubleClick, which provides software technology and services to online advertisers and publishers. Privacy concerns also came to the fore in 2007 as consumers, government agencies and the media started focusing on the massive amount of personal data that online advertising companies were storing and using.

Businesses began to move their advertising efforts into areas by making wide use of social media from 2009. The social media includes social networking tools such as Facebook, Twitter, Hi-5, social news tools such as Reddit, Digg Propeller, social photo & video sharing tools such as Photobucket, Flickr, YouTube and social bookmarking tools such as Del.icio.us, Simpy. One of the advantages of social media advertising is proper targeting of market through the use of the users’ demographic information provided. The disadvantage is measuring effectivity of social media advertising, whether or not the number of ‘likes’, ‘friends’ or ‘follows’ could convert to actual sales.

Reference of this section
--JiahuaWowo (talk) 05:03, 18 October 2012 (UTC)

P.S. This section has been added to the original article. --Elainelu9 (talk) 04:45, 7 November 2012 (UTC)

Confusing Section Organization
The article seems to have a messy organization that will confuse readers.

Also, for the section "Revenue models", it not only introduces several revenue models, but also contains sub-sections "Privacy" and "Malware", which looks like unrelated to “Revenue models”. I suggest that simply remove the two sub-sections from section "Revenue models" and create another section named "Problems of online advertising" to hold them. --Elainelu9 (talk) 06:45, 18 October 2012 (UTC)