Chapter 2

Overview of Display Advertising

While the world of display advertising can be incredibly complex, it doesn’t have to be. The everyday advertiser can use a number of different platforms to purchase display ads on a host of publisher websites in formats ranging from text and images to video and rich media. And the best part about advertising online is accountability. Whether you have direct response goals for your campaigns or branding and positioning objectives, the amount of data that we can analyze is astounding, and at the end of the day, we can measure the success or failure of the marketing dollars we’re spending.

Chapter Contents:

  • The Display Advertising Landscape
  • Identifying Display Ad Types and Formats
  • Defining Advertising Objectives ...

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