Digital display advertising

[1][2] A display ad is usually interactive (i.e. clickable), which allows brands and advertisers to engage deeper with the users.

According to eMarketer, Facebook and Twitter were set to take 33 percent of display ad spending market share by 2017.

[5] The main purpose of display advertising is to support brand awareness (Robinson et al., 2007)[6] and it also helps to increase the purchase intention of consumers.

[8] Since the early advent of technology, the Internet has completely changed the way people relate to advertisements.

As computers prices decreased, online content became accessible to a large portion of the world's population.

This partnership model implies that the advertiser promoting a product or service pays the website (also known as a publisher) directly for a certain amount of ad impressions.

[10] As time went on, publishers began creating thousands of websites, leading to millions of pages with unsold ad space.

This second wave of advertiser-publisher relationships rapidly gained popularity as it was convenient and useful for buyers who often found themselves paying a lower price yet receiving enhanced targeting capabilities through ad networks.

The third and most recent major development that shaped the advertiser-publisher ecosystem started occurring in the late 2000s when widespread adoption of RTB (real time bidding) technology took place.

With this most recent change in the industry, more and more ads are being sold on a single-impression basis, as opposed to in bulk purchases.

It has become a threat to website operators and generally the cost paid for advertising in this way is less than the old method and so the earning potential for them is reduced.

[citation needed] Programmatic is not without its drawbacks, as without the appropriate management adverts can appear against unsavoury content or inappropriate news topics.

They have to be aware of everything that is digitally consumed, to know all the newest technologies and media solutions, and to help all the other departments to find the best way to reach the object's campaign.

Two students of the "Amsterdam school of Communication Research ASCor" have run studies about the audience reactions to different display advertising formats.

Digital advertising strategies that largely rely on Re-targeting or repetitive exposure across websites and platforms are more likely to face the issue of display ad fatigue.