Online Advertising Basics

Online Advertising Basics



the online advertising marketplace is an attention economy and your attention your eyes are for sale for publishers the goal is to maximize the value of your attention while providing the correct Turner to add to the correct person in today's marketplace three seconds of a person's attention is worth roughly half a cent as technology improves we will look for better ways to assign true value to a person's attention the goal is to target the right ad to the right person at the right time well true valuation is here as a person surfs the web bouncing from site to site and page the page beneath the surface of the text images and videos of the web various data companies are busy collecting information on the user this information is dropped and stored in your browser and referred to as cookies most websites and data companies have their own unique cookie these cookies identify users in a variety of ways from traits as basic as gender age and location to as specific as a person's past purchasing habits and personal interests the capturing and storing of a cookie like the loading of a webpage occurs in barely a second when a cookie is placed in your browser you have been marked and you're being tracked but this tracking is not malicious but rather benevolent cookies track of browser history in order to show that person as he will be interested in these turned ads are oftentimes sold in advance and bundles of a thousand at a cost per thousand rate the ad space that is not sold is kept aside until the very last moment in this last point before web page loads these unsold ad spaces are placed in a silent sealed bid action that is open to any company interested in bidding on the given person's attention the competing companies look at the cookies that have been stored in relation to the user after quickly analyzing the information that has been gathered on the user a company submits a bid company's bids will vary as different people who place different value on the same person's time finally in the last instant before page loads the highest bidder is chosen and that company's ad is displayed to the user the winner of the three seconds of attention often off impressions can actually be more valuable to an advertiser as they can be sold in lower quantities and can therefore be custom tailored to a very specific user all just milliseconds before viewing this is a revolutionary method of commoditizing the marketplace as the Internet experience becomes a unique experience and just as no two people surf the web the same way no two people should view the same online advertisements the Internet is unique and with this auction process we can show the right ad to the right person at the right time you you

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