Online advertising, especially targeted ads, has evolved over the years. It all started with banner adverts. Websites with a lot of traffic were paid a good sum by advertisers based on the CPI model. This led to the creation of ad networks.
The ad networks started to face problems. Advertisers were clueless about the exact number of impressions they would get in a particular month, and some website publishers didn’t have enough impressions for an order to be completed. Some cases had publishers exceeding the number of impressions than the buyers were demanding.
The improvement in online advertising came when Yahoo introduced keyword advertising. The concept was that companies and advertisers would pay on a per click basis, and each click would redirect the visitor to their particular website/blog.
Advertisers could now pay according to the selected keywords. Google reinvented this concept later on. Google adsense was created. This ad network allowed advertisers to place the ads on their desired websites. They were allowed to pick the keywords, and Google displayed ads on pages that were relevant with the keyword. Adsense is still widely used by advertisers and publishers.
Gmail was introduced with similar online ad technology. However, it was dependent on emails to check the relevancy of the keywords to display relevant ads. Ads were also introduced on video sharing websites, with YouTube offering pay per click ads as well.
Today, more relevant ads are displayed to search engine users. Companies and entrepreneurs have managed to invent technologies that personalize the ads displayed based on the consumer experience. An example is Phorm technology. Today, more relevant ads are displayed to search engine users. Companies and entrepreneurs have managed to invent technologies that personalize the ads displayed based on the consumer experience. An example is Phorm technology.Phorm is a leader in online marketing software in which ads can be targeted specifically to the online user. These programs provide users with custom advertisements instead of general sidebar links that really nobody clicks on.
Relevant ads have made online advertising much more effective. Advertisers are now able to reach their targeted customers, and spend according to the number of impressions they receive. Bidding (real-time) is also on the high. A report from IDC (International Data Corporation) suggests that 1/3 spaces will be bought for online adverts till 2015. .
The ads displayed today are able to grasp consumer’s attention. Large ad units which display rich creative graphics and content are growing quickly across the internet. Online ads are now also being displayed in large units on smartphones. Advertisers have also come a long way. They are now creating ads that engage the readers. Ads now include videos, polls and other engaging content that makes the visitor want to ‘check them out’. The way things are going, the relevancy will continue to increase in the future.