Chapter 16. Display Advertising

When it comes to online ad spending, about a third of all web ad budgets are devoted to display advertising. For our purposes, we define display advertising as any type of web advertising that isn’t a text ad; that includes banner ads, image ads, video ads, even those ads that creep down or across the page of their own volition.

The very first online advertising, back in the 1980s, was display advertising; for the record, these ads were on the pre-Internet Prodigy network, promoting products from co-owner Sears. On the Internet proper, the first clickable ad was a 1993 banner ad on the old GNN (Global Network Navigator) site, promoting a Silicon Valley law firm. (The term “banner ad” was coined by HotWired CEO ...

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