You would have great difficulties to spend some time on the Internet, and not run some ads of some sort. While some irritating ads (such as population and popunders), the other ads are less intrusive and can actually be beneficial for the user.
In the beginning of the movement internet advertising, ads are static: they are hard-coded in a web page and attached to a link that, when someone clicks on an ad will take you to the advertiser's website. And that's basically it. There was no monitoring, no adjustments, no dynamic content, or anything like that. It was just hard-coded ad (text or images), which was built on the site as well as any other link, and advertisers typically pay a flat monthly fee for their ads to be displayed.
Fast forward to today: today's advertisers have much, much more versatile environment in which to work. Here are some of the innovations in the ad server technology in the last 10 + years:
dynamic content - Ads can now be directed to the visitor based on their surfing habits or on the basis of the content on the site. So, if someone is viewing a page about snowboarding, I can see ads for snowboards or ski goggles. If you are on a page on how to build furniture, they can be shown the contents of woodworking tools and carpenter tools. And it all happens automatically without any special coding changes and asks the publisher.
in real-time reporting and statistics - Publisher Now you can log into your account at any time and see how many times their ads appear on pages that are shown and perhaps most importantly, how many times each ad is clicked. This last point is important because it allows advertisers to see what they do best which allows adjustment for the promotion of the highest conversion rate.
Split-testing - Imagine you have two different ads, but are not sure which one to use. Split-testing involves rotating between the 2 ads and keeping statistics on every performance to determine which one performs better. For example, if you see your first ad gets clicked on 5% of the time and their second ad gets clicked on only 2% of the time, then you May want to drop the other in its entirety and only use first. This feature is invaluable to advertisers.
It is mounted so that it now requires minimal technical skill on the part of advertisers. Easy to use user interface make setup and reporting easy.
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