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Online Advertising
[chapter]
2011
Advances in Computers
This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: Measurability and Targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher because data can be automatically tracked at an individual level, and it is relatively easy to show
doi:10.1016/b978-0-12-385514-5.00006-9
fatcat:4kz2rf5zqnc4rkthwxr2ux2y64