CCT356H5 Lecture Notes - Safesearch, Click Fraud, Adwords
12 May 2013
School
Department
Course
Professor
Document Summary
03 advertising format fundamentals: many similarities with traditional media (e. g. , banner ads, potential for interactivity and multimedia engagement, data, data, data. Challenges: multiple platforms, channels, browser, plug-ins, connection speed issues, ad blockers, fatigue, data overload or mismatching. Interstitial: ads that pop up before you see what you want to see. Youtube has videos that start in 5 seconds, and they start to show you something else beforehand. They need to do this because they want you to pay attention to something before you do what you are doing: by having 5 seconds shown, they are still getting the content that you are looking at. Contextual (e. g. , data driven based on search) Rarely do sites negotiate advertisement on case-by-case basis. Central ad servers and tracking major reasons. Sequencing users may see ads in particular order. Exclusivity banning competitors from your site. Roadblocking allowing 100% coverage on site. Geo-targeting tied to location based on ip or gps.
