What does the future hold for online advertising?
Published May 9th, 2009I’ve been looking at various marketing advertising opportunities recently for some of my sites. One thing that I’ve noticed is that online advertising is becoming even more targeted, which should deliver a better return on investment.
Google’s recent introduction of “interest-based” advertising is a case in point. The ads Google serve associate categories of interest — say gardening, cars, pets, internet marketing, etc — with your web browser, based on the types of sites you regularly visit and the pages you view on them. Google will then use those categories to show you more relevant text and display ads. This should benefit both advertiser and reader in the long run, but has caused some concern from online privacy groups who are worried about a potential invasion of privacy.
Contextual ads have been around for a long time now and will continue to be popular. CPA networks are also doing well at the moment.
Online Ad Exchanges are beginning to develop. They let advertisers buy online ads directly, like at a marketplace, so direct online media buying at hundreds of websites at once is possible, at lower fees and being less labour intensive.
Online advertising will continue to develop - I look forward to trying out some of the newer possibilities.
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