Online advertising , also called online marketing or Internet advertising or web ads , is a form of marketing and advertising using the internet to deliver promotional marketing messages to consumers. Consumers see online advertising as an unwanted diversion with little benefit and are increasingly turning to ad blocking for various reasons.
This includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner ads), and mobile ads. Like any other advertising medium, online advertising often involves publishers, who integrate ads into online content, and advertisers, who provide ads for display in publisher content. Other potential participants include agencies that help create and place ad copies, ad servers that technologically provide advertising and track statistics, and affiliate ads that perform independent promotional work for advertisers.
By 2016, Internet advertising revenues in the United States surpass cable television and broadcast television. By 2017, Internet advertising revenues in the United States reached $ 83.0 billion, a 14% increase from revenues of $ 72.50 billion in 2016.
Many common online advertising practices are controversial and increasingly subject to regulation. Online advertising revenue may not be enough to replace other publisher revenue streams. Decreased ad revenue has caused some publishers to hide their content behind paywalls.
Video Online advertising
History
In the early days of internet, online advertising was mostly banned. For example, two of the previous networks to the Internet, ARPANET and NSFNet, have an "acceptable use policy" that prohibits networks "used for commercial activities by nonprofits". NSFNet began to remove the ban on commercial use in 1991.
The first widely publicized example of online advertising was done via electronic mail. On May 3, 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the west coast US ARPANET users, advertise an open house for the new DEC computer model. Although acceptable usage policies apply, email marketing is growing rapidly and is finally known as "spam."
The first large-scale non-commercial spam message that was known to be sent on January 18, 1994 by Andrews University system administrators, by posting a cross-message of religion to all USENET newsgroups. In January 1994 Mark Eberra started the first email marketing company to vote in an email list under the Insideconnect.com domain. He also started the Direct Email Marketing Association to help stop unwanted emails and prevent spam.
Four months later, Laurence Canter and Martha Siegel, partnered in a law firm, widely promoting their legal services in a USENET post titled "Green Card Lottery - Final One?" Canter and Siegel's Green Card USENET spam raises online advertising profiles, stimulating widespread interest in advertising both through Usenet and traditional email. More recently, spam has evolved into more industrial operations, where spammers use troops of virus-infected computers (botnets) to send spam remotely.
Display ads
Online banner ads began in the early 1990s when page owners sought additional revenue streams to support their content. Commerce's commercial online service displays a banner at the bottom of the screen to promote Sears products. The first clickable web ad was sold by Global Network Navigator in 1993 to the Silicon Valley law firm. In 1994, web banner ads became mainstream when HotWired, the online component of Wired Magazine, sold banner ads to AT & amp; T and other companies. The first AT & T ads on HotWired had a 44% clickthrough rate, rather than directing clickers to AT & amp; T, an ad linked to an online tour of the seven most famous art museums in the world.
Search ads
GoTo.com (renamed Overture in 2001, and acquired by Yahoo in 2003) created the first keyword ad search auction in 1998. Google launched the "AdWords" search advertising program in 2000 and introduced a quality-based rating allocation in the year 2002, which sort the ad search with a combination of offer price and the search finder to click on the ad.
Recent trends
Recently, companies sought to incorporate their advertising messages into editorial content or valuable services. Examples include Red Bull's Red Bull Stream Media jumping Felix Baumgartner from online space, Coca-Cola online magazine, and Nike's free app for performance tracking. Advertisers also embrace social media and mobile advertising; mobile ad spend has increased 90% annually from 2010 to 2013.
Maps Online advertising
Delivery method
Display ads
Display ads deliver their advertising messages visually using text, logos, animations, videos, photos, or other graphics. Display advertisers often target users with special features to improve the effect of ads. Online advertisers (usually through their ad servers) often use cookies, which are unique identifiers of a particular computer, to decide which ads to serve certain consumers. Cookies can track whether users leave the page without buying anything, so advertisers can later re-target users with ads from sites that users visit.
Because advertisers collect data on multiple external websites about a user's online activity, they can create detailed profiles of user interests to deliver more targeted ads. This data aggregation is called behavioral targeting. Advertisers can also target their audience by using contextual to deliver display ads related to the content of the web page on which the ads appear. Re-targeting, behavioral targeting and contextual advertising are all designed to improve the return on advertiser investment, or ROI, for un-targeted ads.
Advertisers may also serve ads based on user-suspected geography through geo-targeting. The user's IP address communicates some geographic information (at least, the user's country or public domain). Geographic information from IP can be added and enhanced with proxy or other information to narrow the range of possible locations. For example, with mobile devices, advertisers can sometimes use a mobile phone GPS receiver or nearby cell tower location. Cookies and other persistent data on the user's machine can help further narrow the user's location.
Web banners or banner ads are usually graphical advertisements displayed in web pages. Many banner ads are sent by the central ad server.
Banner ads can use multimedia to combine video, audio, animation, buttons, forms, or other interactive elements using Java, HTML5, Adobe Flash applets and other programs.
The frame ad is the first web banner form. Everyday use of "banner ads" often refers to traditional frame ads. The website publisher incorporates a frame ad by setting aside a certain space on the web page. The AdGroup Interactive Ads Class Guidelines propose a standard pixel dimension for an ad unit. Pop-up/pop-under Pop-ups/pop-unders
A pop-up ad is displayed in a new web browser window that opens above the browser's initial browser window. Pop-under ads open a new browser window beneath the web browser's initial browser window. Pop-under ads and similar technologies are now advised against by online authorities like Google, stating that they "do not justify this practice".
Floating ads
Floating ads, or overlay ads, are a type of rich media ad that appears above the requested website content. Floating ads may disappear or become less prominent after a predetermined period of time.
Enlarge ads
An expanded ad is a rich media frame ad that changes the dimension to a predetermined condition, such as the amount of time specified by the visitor spent on the web page, user clicks on the ad, or user's mouse movements above the ad. Extending the ads allows advertisers to tailor more information into the limited ad space.
Trick banners are banner ads where copying ads mimic some of the screen elements that users typically encounter, such as operating system messages or popular app messaging, to induce ad clicks. Banner tricks do not usually mention advertisers in the initial ads, and thus they are a bait-and-switch form. Trick banners usually attract a higher than average clickthrough rate, but deceived users may hate advertisers for deceiving them.
News Feed ads
"News Feed ads," also called "Sponsors Stories," "Enhanced Writing," typically exist on social media platforms that offer a stream of informational updates ("news feeds") in a regular format (ie in similar sized boxes with uniform styles ). These ads are related to unpromoted news read by the user. These ads can be any content, such as promoting a website, fan page, app, or product.
Some examples are: "Sponsorship Stories" Facebook, LinkedIn "Sponsorship Update" and Twitter "Tweet Promotions."
This display ad format falls into its own category because unlike a pretty distinguishable banner ad, the News Feed Ads' format blends well into non-paid news updates. This online ad format yields a much higher clickthrough rate than regular display ads.
Display process display overview
The process by which online advertising is displayed can involve multiple parties. In the simplest case, the web publisher chooses and serves ads. Publishers who operate their own advertising department can use this method.
Ads may be outsourced to agencies based on contracts with publishers, and served from an advertising agency server.
Alternatively, ad space can be offered for sale in the bidding market using ad exchange and real-time bidding. This involves many parties who interact automatically in real-time. In response to requests from the user's browser, the publisher's content server sends web page content to the user's browser over the Internet. The page does not contain any ads yet, but contains links that cause a user's browser to connect to the publisher's ad server to request that the space left for the ad is filled with ads. Information that identifies the user, such as the cookie and the page being viewed, is transmitted to the publisher's ad server.
The publisher's ad server then communicates with the supply-side platform server. Publishers offer advertising space for sale, so they are considered a supplier. Supply-side platforms also receive user identification information, which are sent to the data management platform. On a data management platform, user identification information is used to locate demographic information, previous purchases, and other interesting information to advertisers.
Broadly speaking, there are three types of data obtained through such data management platforms:
- First-party data refers to data taken from a customer relationship management platform (CRM), in addition to websites and paid media content or cross platform data. This may include data from customer behavior, actions, or interests.
- Second-party data refers to the merge of statistics associated with the set of cookies in the publication and the external platform. Data is provided directly from the source (adservers, hosted solutions for social or analytic platforms). It is also possible to negotiate an agreement with a particular publisher to secure certain data points or audiences.
- Third-party data is sourced from external providers and is often collected from various websites. Businesses sell third-party data and can share this through various distribution channels.
This customer information is aggregated and returned to the offer-side platform, which can now package ad space bids along with information about which users will see them. The offer side platform sends the bid to an ad exchange.
Ad Exchange places bids for offers to demand-side platforms. A demand-side platform acts on behalf of an agency, which sells ads that advertise a brand. Thus, demand side platforms have ads ready to show, and are looking for users to view them. Bidders get information about users who are ready to see ads, and decide, based on that information, how much is offered to buy advertising space. According to the Internet Advertising Agency, the demand side platform has 10 milliseconds to respond to bidding. Ad Exchange takes a winning bid and notifies both parties.
The ad exchange then forwards the link to the ad via the publisher side of the bidding platform and the publisher's server, which then requests the ad content from the agency ad server. Therefore, the ad agency can confirm that the ad was sent to the browser.
This is simplified, according to the IAB. Exchange may attempt to dismantle unsold ("leftover") space at a low price through other exchanges. Some agencies maintain semi-permanent pre-cache offerings with ad exchange, and they can be checked before going to additional demand side platforms for bids. The process for mobile advertising is different and may involve mobile operators and handset software manufacturers.
Interstitial
Interstitial ads are shown before users can access the requested content, sometimes when users wait for content to load. Interstitial ads are a form of interruption marketing.
Text ads
A text ad displays a text-based hyperlink. Text-based ads can be displayed separately from the main content of a web page, or ads can be embedded by linking individual words or phrases to advertiser websites. Text ads can also be sent via email marketing or text message marketing. Text-based ads often render faster than graphics ads and can be more difficult for blocking ads to block.
Search engine marketing (SEM)
Search engine marketing, or SEM, is designed to increase the visibility of websites on search engine results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored) results based on web search queries. Search engines often use visual cues to distinguish sponsored results from organic results. Search engine marketing includes all advertiser actions to make the list of websites more prominent for topical keywords.
Search engine optimization (SEO)
Search engine optimization, or SEO, seeks to improve the organic search ranking of websites in SERPs by increasing the relevance of website content to search terms. Search engines regularly update their algorithms to penalize poor quality sites trying to play their rankings, making optimization a moving target for advertisers. Many vendors offer SEO services.
Sponsor search
Sponsored Search (also called sponsored links, search ads, or paid search) allows advertisers to be included in sponsored search results for selected keywords. Search ads are often sold through real-time auctions, where advertisers are bidding on keywords. In addition to setting a maximum price per keyword, the bid may include time, language, geography, and other restrictions. Search engines initially sell lists in order of highest bid. Modern search engines rank sponsor listings based on a combination of offer price, expected clickthrough rate, keyword relevance, and site quality.
Social media marketing
Social media marketing is a commercial promotion conducted through social media websites. Many companies promote their products by posting updates on a regular basis and providing special offers through their social media profiles.
Mobile advertising
Mobile ads are ad copies delivered via wireless mobile devices such as smartphones, feature phones, or tablet computers. Mobile advertising can be either static or multimedia display ads, SMS Service (Short Message) or MMS (Multimedia Messaging Service), mobile search ads, ads in mobile websites, or in-app ads or mobile games (such as interstitial ads, "advergaming," or application sponsor). Industrial groups like the Mobile Marketing Association have attempted to standardize mobile ad unit specifications, similar to IAB efforts for general online advertising.
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, the speed of connectivity has increased (which, inter alia, allows for richer media ads to be served quickly), screen resolution has advanced, mobile publishers are becoming more sophisticated about merging ads, and consumers using mobile devices wider. Interactive Advertising Bureau predicts continued growth in mobile advertising with the implementation of location-based targeting and other technological features that are not available or relevant on personal computers. In July 2014 Facebook reported ad revenue for the June quarter of 2014 of $ 2.68 billion, up 67 percent during the second quarter of 2013. Of that amount, mobile advertising revenue accounted for about 62 percent, up 41 percent from a year earlier.
Email advertising
An email ad is an ad copy consisting of all email or portion of an email message. Email marketing may not be requested, in this case the sender may give the recipient an option to opt out of future emails, or may be sent with prior approval from the recipient (opt-in).
Chat chatter
Unlike static messaging, chat ads refer to real time messages sent to users on a particular site. This is done with the use of live chat software or tracking applications installed on certain websites with the operating personnel behind the site that often drop ads on traffic surfing around the site. In fact this is part of an email ad but is different due to the timed window.
Online line advertising
Online classified ads are ads posted online in a list of certain product or service categories. Examples include online job boards, online real estate listings, automotive listings, online yellow pages, and online auction based listings. Craigslist and eBay are two of the leading providers of online classifieds.
Adware
Adware is software that, once installed, automatically displays advertisements on the user's computer. Ads can appear in the software itself, integrated into web pages visited by users, or in pop-up/pop-under. Adware installed without user permission is a type of malware.
Affiliate marketing
Affiliate marketing happens when an advertiser arranges a third party to generate potential customers for them. Third-party affiliates receive payments based on sales generated through their promotions. Affiliate marketers generate traffic to the offer from the affiliate network, and when the desired action is taken by the visitor, the affiliate earns a commission. This desired action can be either email delivery, phone calls, online form filling, or completed online orders.
Content marketing
Content marketing is any marketing that involves creating and distributing media and publishing content to acquire and retain customers. This information can be presented in various formats, including blogs, news, videos, white papers, e-books, infographics, case studies, way guides, and more.
Considering that most marketing involves some form of published media, it's almost (though not entirely) excessive to call 'content marketing' anything other than 'marketing'. Of course there are other forms of marketing (individual marketing, phone-based marketing, word of mouth marketing, etc.) Where labels are more useful for identifying marketing types. However, even this usually only presents content that they market as information in a way different from traditional print, radio, TV, movies, email, or web media.
Online marketing platform
The online marketing platform (OMP) is an integrated web-based platform that combines the benefits of business directories, local search engines, search engine optimization tools (SEO), customer relationship management packages (CRMs) and content management systems (CMS). Ebay and Amazon are used as online marketing and logistics management platforms. On Facebook, Twitter, YouTube, Pinterest, LinkedIn, and other Social Media, retail online marketing is also used. Online business marketing platforms such as Marketo, Aprimo, MarketBright, and Pardot have been purchased by major IT companies (Eloqua-Oracle, Neolane-Adobe and Unica-IBM).
Unlike television marketing where Neilsen TV Ranking is reliable for viewing metrics, online advertisers do not have independent parties to verify viewing claims made by a large online platform.
Compensation method
Advertisers and publishers use various methods of calculating payments. In 2012, advertisers counted 32% of online advertising transactions on a cost-per-view basis, 66% on customer performance (e.g., cost per click or cost per acquisition), and 2% on performance hybrids and performance methods.
Cost per mile, often abbreviated CPM, means that advertisers pay every thousand views of their messages to potential customers (mille is the Latin word for a thousand). In an online context, the display of ads is usually called "impressions". The definition of "impressions" varies between publishers, and some impressions may not cost you because they do not show new exposure to actual customers. Advertisers can use technology such as web bugs to verify whether the impression was actually delivered.
Publishers use various techniques to improve page views, such as sharing content on multiple pages, changing other people's content, using sensational titles, or publishing tabloids or sexual content.
CPM ads are vulnerable to "impression fraud," and advertisers who want visitors to their site may not find pay-per-view as a good proxy for the results they want.
cost-per-click (CPC)
CPC (Cost Per Click) or PPC (Pay per click) means the advertiser pays each time a user clicks on an ad. CPC advertising works well when advertisers want visitors to their site, but this is a less accurate measure for advertisers who want to build brand awareness. CPC's market share has grown every year since its introduction, surpassing CPM to dominate two-thirds of all online advertising compensation methods.
Just like impressions, not all recorded clicks are valuable to advertisers. GoldSpot Media reports that up to 50% of clicks on static mobile banner ads are unintentional and cause redirected visitors to leave the new site immediately.
CPE (cost per binding)
Cost per engagement aims to track not only the ad units that are loaded on the page (e.g., Impressions served), but also that the viewer actually sees and/or interacts with the ad. CPV (cost-per-view)
Cost per view of video ads. Both Google and TubeMogul support these standard CPV metrics to the Interactive Advertising Bureau's Digital Interactive Video Committee, and garner massive industry support. CPV is the primary benchmark used in YouTube Advertising Campaigns, as part of the Google AdWords platform. CPI_ (cost_per_install) "> CPI (cost per install)
Custom CPI compensation methods for mobile apps and mobile ads. In CPI, brand advertising campaigns are charged at a fixed rate only when the app is installed.
Attribution of ad value
In marketing, "attribution" is a measure of the effectiveness of a particular advertisement in a consumer's final decision to buy. Some ad impressions may lead to "clicks" or other actions by consumers. One action can lead to revenue being paid to multiple ad space sellers.
Other performance-based compensation
CPA (Cost Per Action or Cost Per Acquisition) or PPP advertising (Pay Per Performance) means the advertiser pays for the number of users performing the desired activity, such as completing a purchase or filling out the registration form. Performance-based compensation can also combine revenue sharing, in which the publisher gets a percentage of the advertiser's profit created as a result of the ad. Performance-based compensation shifts the risk of advertising failure to publishers.
Fixed costs
Fixed cost compensation means that advertisers pay a flat fee for online ad delivery, usually over a period of time, regardless of the visibility of the ad or the user's response to it. One example is the CPD (cost per day) in which an advertiser pays a flat fee to publish an ad for a day regardless of the impression being served or clicked.
Benefits of online advertising
Cost
The low cost of electronic communication reduces the cost of showing online advertising compared to offline advertising. Online advertising, and especially social media, provides a low-cost means for advertisers to engage with established, large communities. Online advertising offers better results than in other media.
Measurability
Online advertisers can collect data about the effectiveness of their ads, such as the size of the potential audience or the actual audience response, how a visitor reaches their ad, whether the ad is generating a sale, and whether the ad actually loads in the visitor view. This helps online advertisers improve their advertising campaigns over time.
Format
Advertisers have different ways to present their promotional messages, including the ability to deliver images, videos, audio, and links. Unlike many offline ads, online advertising can also be interactive. For example, some ads allow users to enter a query or let users follow advertisers on social media. Online ads can even incorporate games.
Targeting
Publishers can offer advertisers the ability to reach market segments that can be customized and narrowed for targeted advertising. Online ads can use geo-targeting to show ads relevant to user geography. Advertisers can tailor individual ads to specific users based on their previous user preferences. Advertisers can also track whether visitors have seen specific ads to reduce unwanted recurring exposure and provide enough time gaps between exposures.
Coverage
Online advertising can reach almost every global market, and online advertising affects offline sales.
Speed ​​
Once the ad design is complete, online advertising can be used immediately. Online ad delivery does not need to be associated with publisher publishing schedule. In addition, online advertisers can modify or replace ad copy faster than their offline counterparts.
Worries
Security worries
According to a US Senate inquiry, the current state of online advertising is jeopardizing the security and privacy of users.
Blind banner
Eye tracking studies have shown that internet users often ignore web page zones that tend to contain display ads (sometimes called "banner blindness"), and the problem is worse online than in offline media. On the other hand, research shows that even ads that are "ignored" by users can affect the user unconsciously.
Fraud on advertiser
There are many ways that advertisers can be overcharged for their ads. For example, click fraud occurs when an issuer or a third party clicks (manually or via automated means) on a CPC ad without a legitimate purchase intention. For example, click fraud can occur when a competitor clicks on an ad to spend on its competitors' advertising budgets, or when a publisher tries to generate revenue.
Click fraud is primarily linked to pornographic sites. In 2011, certain porn scamming websites launched dozens of hidden pages on every visitor's computer, forcing a visitor's computer to click hundreds of paid links without visitor's knowledge.
As with any offline publication, online impression fraud can occur when publishers overestimate the number of ad impressions they've sent to their advertisers. To combat impression fraud, some of the publishing and advertising industry associations are developing ways to calculate online impressions credibly.
Technological variations
Heterogeneous clients
Because users have different operating systems, web browsers, and computer hardware (including different mobile devices and screen sizes), online advertising can appear to users differently than how advertisers are intended, or ads can not display well at all. Research comScore 2012 revealed that, on average, 31% of ads are not "seen" when rendered, meaning they never have a chance to be seen. Rich media ads create greater compatibility issues, as some developers can use competing (and proprietary) software to render ads (see eg HTML 5 and Flash comparison).
In addition, advertisers may experience legal issues if legally required information is not actually displayed to users, even if the failure is caused by technological heterogeneity. In the United States, the FTC has released a series of guidelines that indicate that it is the advertiser's responsibility to ensure that ads display the necessary disclosure or release, regardless of user technology.
Ad blocking
Ad blocking, or ad filtering, means that ads are not appearing to users because users use technology to filter ads. Many browsers block unsolicited pop up ads by default. Other software programs or browser add-ons can also block ad loads, or block elements on pages with ad behavior characteristics (such as automatic playback of HTML from audio and video). About 9% of all online page views come from browsers with ad blocking software installed, and some publishers have 40% of their visitors using ad-blockers.
Anti-targeting technology
Some web browsers offer a privacy mode where users can hide information about themselves from publishers and advertisers. Among other consequences, advertisers can not use cookies to serve targeted ads to personal browsers. Most major browsers have included the Do Not Track option into their browser headers, but the current rules are only enforced by the honor system.
Privacy issues
Collecting user information by publishers and advertisers has increased consumer concerns about their privacy. Sixty percent of Internet users will use Do Not Track technology to block all information gathering if given a chance. More than half of all Google and Facebook users are worried about their privacy when using Google and Facebook, according to Gallup .
Many consumers have reservations about targeting online behavior. By tracking users' online activities, advertisers can understand consumers well enough. Advertisers often use technology, such as web bugs and reusable cookies, to maximize their ability to track consumers. According to a 2011 survey conducted by Harris Interactive, more than half of Internet users have a negative impression of online behavioral advertising, and forty percent are worried that their personally identifiable information has been shared with advertisers without their consent. Consumers can be severely disrupted by advertisers who target them based on sensitive information, such as financial or health status. In addition, some advertisers attach the user's device MAC address to their 'demographic profile' so that it can be re-targeted (regardless of profile accuracy) even if the user deletes his cookies and browsing history.
Trust of advertisers
Scammers can take advantage of the difficulties consumers verify the identity of the online persona, leading to artifices such as phishing (where scam emails look identical to those of famous brand owners) and trust schemes like the Nigerian scam "419". The Center for Internet Crime Prosecution received 289,874 complaints in 2012, with a total loss of more than half a billion dollars, mostly derived from scam advertising.
Consumers also face the risk of malware, ie malvertising, when interacting with online advertising. Cisco's 2013 Annual Security Report reveals that clicking on ads is 182 times more likely to install a virus on a user's computer than surfing the Internet for pornography. For example, in August 2014 the Yahoo advertising network reported seeing cases of Cryptolocker ransomware variant infection.
Spam
The low cost of the Internet in spreading advertising contributes to spam, especially by large-scale spam. Attempts have been made to combat spam, from blacklisting to forced labeling to content filters, but most of these efforts have adverse collateral effects, such as filtering errors.
Rule
Generally, consumer protection laws apply equally to online and offline activities. However, there are some questions where the law of jurisdiction applies and which regulatory body has enforcement authority over cross-border activities.
Like offline advertising, industry actors have made efforts to self-regulate and develop industry standards or codes of ethics. Several US advertising industry organizations jointly publish the Self-Regulatory Principles for Online Behavioral Advertising based on the standards proposed by the FTC in 2009. The European advertising association published similar documents in 2011. The main principles of both documents including consumer data transfer controls to third parties, data security, and approval for certain health and financial data collection. Both frameworks, however, punish violators of the code of ethics.
Privacy and data collection
A privacy rule may require user consent before advertisers can track users or communicate with users. However, affirmative approval ("opt-in") can be difficult and costly to obtain. Industry actors often prefer other regulatory schemes.
Different jurisdictions have taken a different approach to privacy issues with advertising. The United States has special restrictions on child online tracking under the Children's Online Privacy Protection Act (COPPA), and the FTC has recently expanded its interpretation of COPPA to include requiring ad networks to obtain parental consent before consciously tracking a child -child. Otherwise, the US Federal Trade Commission often supports industry self-regulation, although more and more have enforced enforcement actions related to online privacy and security. The FTC has also encouraged industry consensus on possible Do Not Track laws.
In contrast, the EU "Privacy and Communication Communications" limits the ability of websites to use consumer data more comprehensively. EU restrictions restrict targeting by online advertisers; researchers have estimated the effectiveness of online advertising declined on average about 65% in Europe relative to the rest of the world.
Delivery method
Many laws specifically regulate how online advertising is served. For example, online advertising delivered via email is more organized than the same advertising content delivered through banner ads. Among other restrictions, the US CAN-SPAM Act of 2003 requires that each commercial email provide an opt-out mechanism. Similarly, mobile advertising is governed by the Consumer Protection Act 1991 (TCPA), which (among other restrictions) requires users to opt-in before sending ads via text messages.
See also
References
Source of the article : Wikipedia
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