Main:    online advertising            Online advertising , also called online marketing or Internet advertising or web advertising , is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons. It includes email marketing, search engine marketing (SEM), social media marketing , many types of display advertising (including web banner advertising), and mobile advertising . Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television .  : 14 In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016.  Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues may not adequately replace other publishers’ revenue streams. Declining ad revenue has led some publishers to hide their content behind paywalls . 

                Direct response                Direct marketing is a form of advertising where organizations communicate directly to customers through a variety of media including cell phone text messaging , email, websites, online adverts, database marketing , fliers, catalog distribution, promotional letters and targeted television, newspaper and magazine advertisements as well as outdoor advertising. Among practitioners, it is also known as direct response . The prevalence of direct marketing and the unwelcome nature of some communications has led to regulations and laws such as the CAN-SPAM Act , requiring that consumers in the United States be allowed to opt out.

Pay per lead       pay per call         Pay-per-call (PPCall, also called cost-per-call ) is an advertising model in which the rate paid by the advertiser is determined by the number of telephone calls made by viewers of an ad. Pay Per Call providers charge per call, per impression or per conversion. It is similar to online pay per click (PPC) advertising, but induces the viewer to make a telephone call instead of viewing an external website. Both enterprises looking to reach certain locations, or local/regional businesses can benefit from Pay Per Call campaigns, because it allows customers to talk with the seller before buying a product or service. Vendors of pay-per-call advertising attribute the growth of the model to the popularity of smartphones  and claim that it reduces the costs of on-line click fraud .  Pay-per-call advertising is not to be confused with premium-rate telephone numbers .   Pay-per-call is the inverse of a premium telephone number, in that the advertiser who receives the call, not the caller, is charged for the service. Since it is cost per lead advertising, the rates are higher than for toll-free telephone number service. In general, the advertiser is only billed for calls that last at least one minute. The duration of interactions (since callers spend more time interacting with the business on the phone than looking at their website) and the probability of fraud through calls is significantly reduced are factors that might increase Pay Per Call pricing, but also increases its effectiveness.

PPC or CPC campaigns   Google Google LLC  is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware. Google was founded in 1998 by Larry Page and Sergey Brin while they were Ph.D. students at Stanford University , California . Together, they own about 14 percent of its shares and control 56 percent of the stockholder voting power through supervoting stock. They incorporated Google as a privately held company on September 4, 1998. An Initial public offering (IPO) took place on August 19, 2004, and Google moved to its new headquarters in Mountain View, California, nicknamed the Googleplex . In August 2015, Google announced plans to reorganize its various interests as a conglomerate called Alphabet Inc. Google, Alphabet’s leading subsidiary, will continue to be the umbrella company for Alphabet’s Internet interests. Upon completion of the restructure, Sundar Pichai was appointed CEO of Google, replacing Larry Page, who became the CEO of Alphabet. The company’s rapid growth since incorporation has triggered a chain of products, acquisitions, and partnerships beyond Google’s core search engine ( Google Search ). It offers services designed for work and productivity ( Google Docs, Sheets, and Slides ), email ( Gmail / Inbox ), scheduling and time management ( Google Calendar ), cloud storage ( Google Drive ), social networking ( Google+ ), instant messaging and video chat ( Google Allo / Duo / Hangouts ), language translation ( Google Translate ), mapping and turn-by-turn navigation ( Google Maps / Waze / Earth / Street View ), video sharing ( YouTube ), note-taking ( Google Keep ), and photo organizing and editing ( Google Photos ). The company leads the development of the Android mobile operating system, the Google Chrome web browser, and Chrome OS , a lightweight operating system based on the Chrome browser. Google has moved increasingly into hardware; from 2010 to 2015, it partnered with major electronics manufacturers in the production of its Nexus devices, and in October 2016, it released multiple hardware products (including the Google Pixel smartphone, Home smart speaker, Wifi mesh wireless router, and Daydream View virtual reality headset). The new hardware chief, Rick Osterloh, stated: a lot of the innovation that we want to do now ends up requiring controlling the end-to-end user experience. Google has also experimented with becoming an Internet carrier. In February 2010, it announced Google Fiber , a fiber-optic infrastructure that was installed in Kansas City; in April 2015, it launched Project Fi in the United States, combining Wi-Fi and cellular networks from different providers; and in 2016, it announced the Google Station initiative to make public Wi-Fi available around the world, with initial deployment in India. Alexa , a company that monitors commercial web traffic, lists Google.com as the most visited website in the world. Several other Google services also figure in the top 100 most visited websites, including YouTube and Blogger . Google is the most valuable brand in the world as of 2017,  but has received significant criticism involving issues such as privacy concerns , tax avoidance , antitrust , censorship , and search neutrality . Google’s mission statement , from the outset, was to organize the world’s information and make it universally accessible and useful, and its unofficial slogan was  Don’t be evil . In October 2015, the motto was replaced in the Alphabet corporate code of conduct by the phrase Do the right thing , while the original one was retained in the code of conduct of Google. 

                AdSense              Google AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media advertisements, that are targeted to site content and audience. These advertisements are administered, sorted, and maintained by Google. They can generate revenue on either a per-click or per-impression basis. Google beta-tested a cost-per-action service, but discontinued it in October 2008 in favor of a DoubleClick offering (also owned by Google).  In Q1 2014, Google earned US $3.4 billion ($13.6 billion annualized), or 22% of total revenue, through Google AdSense.  AdSense is a participant in the AdChoices program, so AdSense ads typically include the triangle-shaped AdChoices icon.   This program also operates on HTTP cookies . Over 14.3 million websites use AdSense. 

Tracking CPA campaigns                Cookie tracking An HTTP cookie (also called web cookie , Internet cookie , browser cookie , or simply cookie ) is a small piece of data sent from a website and stored on the user’s computer by the user’s web browser while the user is browsing. Cookies were designed to be a reliable mechanism for websites to remember stateful information (such as items added in the shopping cart in an online store) or to record the user’s browsing activity (including clicking particular buttons, logging in , or recording which pages were visited in the past). They can also be used to remember arbitrary pieces of information that the user previously entered into form fields such as names, addresses, passwords, and credit card numbers. Other kinds of cookies perform essential functions in the modern web. Perhaps most importantly, authentication cookies are the most common method used by web servers to know whether the user is logged in or not, and which account they are logged in with. Without such a mechanism, the site would not know whether to send a page containing sensitive information, or require the user to authenticate themselves by logging in. The security of an authentication cookie generally depends on the security of the issuing website and the user’s web browser , and on whether the cookie data is encrypted. Security vulnerabilities may allow a cookie’s data to be read by a hacker , used to gain access to user data, or used to gain access (with the user’s credentials) to the website to which the cookie belongs (see cross-site scripting and cross-site request forgery for examples).  The tracking cookies, and especially third-party tracking cookies , are commonly used as ways to compile long-term records of individuals’ browsing histories – a potential privacy concern that prompted European  and U.S. lawmakers to take action in 2011.   European law requires that all websites targeting European Union member states gain informed consent from users before storing non-essential cookies on their device. Google project zero researcher Jann Horn describes ways cookies can be read by intermediaries , like Wi-Fi hostspot providers. He recommends to use the browser in incognito mode in such circumstances.