Chapter 3

Fundamental Display Advertising Concepts

Display advertising has radically transformed itself in the last 20 years from static magazine ads and billboards to sophisticated electronic auctions that allow placing thousands of bids and the ability to create custom ad creatives on the fly with no human intervention—all in just a few milliseconds. In this chapter we’ll start with the fundamentals of display ads, outlining the networks, the terminology, and a basic process you can follow to get off to the right start in display advertising.

Chapter Contents

  • The Ecosystem: Advertisers and Publishers
  • Starting Out with the Google Network
  • Campaign Targeting Strategies
  • The Big Picture: The Process of Display Advertising

The Ecosystem: Advertisers ...

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