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 .
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 .
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
advertising copy Copywriting is the act of writing text for the purpose of advertising or other forms of marketing . The product, called copy , is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action. Copywriters help create billboards , brochures , catalogs , jingle lyrics , magazine and newspaper advertisements, sales letters and other direct mail , scripts for television or radio commercials, taglines , white papers, social media posts, and other marketing communications . They are generally known as website content writers or copywriters if their work appears mostly on the Internet . A content writer helps create online advertisements , web pages , email newsletters, blog posts and social media posts. Cross discipline copywriters who look at the wider context of their work are called digital copywriters . The distinction is that these individuals consider the mechanics of the user journey , the external links that are included in the copy for search engine optimization and are highly focused towards creating online sales and dealing with technical issues such as bounce rate .
cookies 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.
keywords Keyword advertising is a form of online advertising in which an advertiser pays to have an advertisement appear in the results listing when a person uses a particular phrase to search the Web, typically by employing a search engine. The particular phrase is composed of one or more keyterms that is linked to one or more advertisements. The most common form or keyword advertising, focused on payment methods, is pay per click (PPC), with other forms being cost per action (CPA) or cost per mille (CPM). The first documented attempt at keyword advertising was 1996, by the search company OpenText, just a few years after the first attempt at banner advertisements. However, the project was soon abandoned. In 1998, GoTo.com launched a keyword advertising model that was commercially successful, with a patent on the concept issued in 1998. Reportedly, Yahoo! attempted something similar around this time also. In 1996, Chip Royce, head of online marketing for InterZine Productions of Boca Raton, Florida, approached Yahoo!’s sales agent (Flycast Communications) suggesting ads around keyword results to provide a more effective, targeted advertising within Yahoo!’s search results. Yahoo! obliged placing targeted ad banners when the keyword Golf was searched by Yahoo! users. Yahoo! later turned this opportunity into a formal marketing program for its entire customer base and promoted this in a July 1996 article in the now defunct ‘Internet Week’ magazine. . Google AdWords is the most well-known keyword advertising platform. Google displays search ads specifically targeted to the word(s) typed into a search box on the results page, and these keyword cause targeted ads also appear on content sites based on Google’s system’s interpretation of the subject matter on each page of the site. This is known as contextual advertising . Other search engines offering keyword advertising include Yahoo! Search Marketing , Bing Ads , and Looksmart , along with many others. A less common type of keyword advertising hyper-links individual words within the text of a page to small pop-ups displayed by mouseover . Advertising of this type is offered by Kontera , Vibrant Media, and LinkWorth. Kontera’s version is named ContentLink, Vibrant Media’s version is called IntelliTXT and LinkWorth’s version is called LinkWords. They refer to their product as in-text placement. Advertisers choosing to test this type will want to exercise moderation to increase Internet user acceptance.
pay-per-click Pay-per-click ( PPC ), also known as cost per click ( CPC ), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines (such as Google AdWords and Microsoft Bing Ads). With search engines , advertisers typically bid on keyword phrases relevant to their target market . In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC display advertisements, also known as banner ads , are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models. However, websites can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser’s keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads , and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site. The PPC advertising model is open to abuse through click fraud , although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.
Interactive Advertising Bureau The Interactive Advertising Bureau ( IAB ) is an advertising business organization that develops industry standards , conducts research , and provides legal support for the online advertising industry. The organization represents a large number of the most prominent media outlets globally, but mostly in the United States and in Europe .
Googleplex The Googleplex is the corporate headquarters complex of Google and its parent company Alphabet Inc. , located at 1600 Amphitheatre Parkway in Mountain View, California , United States, near Silicon Valley ‘s capital San Jose . The original complex, with 2,000,000 square feet (190,000m 2 ) of office space, is the company’s second largest square footage assemblage of Google buildings. (The largest single Google building is the 2,900,000-square-foot (270,000m 2 ) 111 Eighth Avenue building in New York City , which Google bought in 2010.) Once the 1,100,000-square-foot (100,000m 2 ) Bay View addition went online in 2015, the Googleplex became the largest collection of Google buildings with 3,100,000 square feet (290,000m 2 ) of space. Googleplex is a portmanteau of Google and complex (meaning a complex of buildings ) and a reference to googolplex , the name given to the large number 10 (10 100 ) , or 10 googol .
IP address exclusion targeting A target market is a group of customers within a business ‘s serviceable available market that the business has decided to aim its marketing efforts towards. Target markets consist of consumers who exhibit similar characteristics (such as age, location, income, and lifestyle) and are considered most likely to buy a business’s product or service. Primary target markets are those market segments to which marketing efforts are primarily directed, while secondary markets are smaller or less vital to a product’s success.
Internet Protocol The Internet Protocol ( IP ) is the principal communications protocol in the Internet protocol suite for relaying datagrams across network boundaries. Its routing function enables internetworking , and essentially establishes the Internet . IP has the task of delivering packets from the source host to the destination host solely based on the IP addresses in the packet headers . For this purpose, IP defines packet structures that encapsulate the data to be delivered. It also defines addressing methods that are used to label the datagram with source and destination information. Historically, IP was the connectionless datagram service in the original Transmission Control Program introduced by Vint Cerf and Bob Kahn in 1974; the other being the connection-oriented Transmission Control Protocol (TCP). The Internet protocol suite is therefore often referred to as TCP/IP. The first major version of IP, Internet Protocol Version 4 (IPv4), is the dominant protocol of the Internet. Its successor is Internet Protocol Version 6 (IPv6).
AdWords Express The following is a list of products and services provided by Google . Contents 1 Web-based products 1.1 Search tools 1.2 Advertising services 1.3 Communication and publishing tools 2 Development tools 2.1 Security tools 2.2 Map-related products 2.3 Statistical tools 3 Operating systems 4 Desktop applications 5 Mobile applications 5.1 Mobile web applications 5.2 Mobile standalone applications 6 Hardware 7 Services 8 Discontinued products and services 8.1 Discontinued in 2006 8.2 Discontinued in 2007 8.3 Discontinued in 2008 8.4 Discontinued in 2009 8.5 Discontinued in 2010 8.6 Discontinued in 2011 8.7 Discontinued in 2012 8.8 Discontinued in 2013 8.9 Discontinued in 2014 8.10 Discontinued in 2015 8.11 Discontinued in 2016 8.12 Discontinued in 2017 8.13 Other 8.14 Scheduled to be discontinued
Google Partners Search Advertising In Internet marketing , search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published content. Search advertisements are targeted to match key search terms (called keywords ) entered on search engines. This targeting ability has contributed to the attractiveness of search advertising for advertisers. Consumers will often use a search engine to identify and compare purchasing options immediately before making a purchasing decision. The opportunity to present consumers with advertisements tailored to their immediate buying interests encourages consumers to click on search ads instead of unpaid search results, which are often less relevant. For the online user, Sponsored Search Advertisement offers highly relevant search results which are based on the consumer’s own queries and, thus, they are considered less intrusive than banner advertisements or pop-ups advertising. In addition, Sponsored Search Advertisement reduces online user search costs and increases the accessibility to useful information within a limited time frame. Consequently, Sponsored Search Advertisement has become an important element of online users browsing and information searching experiences on the Web. Search advertising is an alternative to SEO and SEM .
Display Advertising Display advertising is advertising on websites. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. According to eMarketer , Facebook and Twitter will take 33% of display ad spending market share by 2017. Google’s display campaigns reach 80% of global internet users. . Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015.
Video Advertising The term video advertising encompasses online display advertisements that have video within them, but it is generally accepted that it refers to advertising that occurs before, during and/or after a video stream on the internet . The advertising units used in this instance are pre-roll, mid-roll, and post-roll and all of these ad units are like the traditional spot advertising you see on television , although often they are cut-down to be a shorter version than their TV counterparts if they are run online. Broadcast websites such as Sky.com and itv.com have such advertising on their sites, as do newspaper websites such as The Telegraph , and The Guardian . In 2010, video ads accounted for 12.8% of all videos viewed and 1.2% of all minutes spent viewing video online. In July 2014 Facebook paid an estimated $400 million to acquire LiveRail, a video advertising distributor which uses Real-time bidding to place more than 7 billion video ads a month.
Mobile Advertising Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing . It is estimated that mobile app install ads accounted for 30% of all mobile advertising revenue in 2014, and will top $4.6bn in 2016, and over $6.8bn by the end of 2019. Other ways mobile advertising can be purchased include working with a Mobile Demand Side Platform , in which ad impressions are bought in real-time on an Ad exchange .
Remarketing Google Analytics Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin . Google Analytics is now the most widely used web analytics service on the Internet. Google Analytics is offered also in two additional versions: the subscription-based Google Analytics 360 , previously Google Analytics Premium , targeted at enterprise users, and Google Analytics for Mobile Apps , an SDK that allows gathering usage data from iOS and Android Apps.
e-commerce E-commerce is a transaction of buying or selling online. Electronic commerce draws on technologies such as mobile commerce , electronic funds transfer , supply chain management , Internet marketing , online transaction processing , electronic data interchange (EDI), inventory management systems , and automated data collection systems. Modern electronic commerce typically uses the World Wide Web for at least one part of the transaction’s life cycle although it may also use other technologies such as e-mail . Typical e-commerce transactions include the purchase of online books (such as Amazon ) and music purchases ( music download in the form of digital distribution such as iTunes Store ), and to a less extent, customized/personalized online liquor store inventory services. There are three areas of e-commerce: online retailing, electric markets, and online auctions. E-commerce is supported by electronic business . E-commerce businesses may also employ some or all of the followings: Online shopping web sites for retail sales direct to consumers Providing or participating in online marketplaces , which process third-party business-to-consumer or consumer-to-consumer sales Business-to-business buying and selling; Gathering and using demographic data through web contacts and social media Business-to-business (B2B) electronic data interchange Marketing to prospective and established customers by e-mail or fax (for example, with newsletters ) Engaging in pretail for launching new products and services Online financial exchanges for currency exchanges or trading purposes.
Google Click-to-Call advertisers Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. : 465 Sponsors of advertising are often businesses wishing to promote their products or services . Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. : 661,672 Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television , radio , outdoor advertising or direct mail ; and new media such as search results , blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or ad for short. Commercial ads often seek to generate increased consumption of their products or services through branding , which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising . Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion , such as a public service announcement . Advertising may also be used to reassure employees or shareholders that a company is viable or successful. Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays , considered the founder of modern, Madison Avenue advertising. Worldwide spending on advertising in 2015 amounted to an estimated US$ 529.43 billion . Advertising’s projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest (big four) advertising-agency groups are Interpublic , Omnicom , Publicis , and WPP . In Latin, advertere means to turn towards.
Google Maps Google Maps is a web mapping service developed by Google . It offers satellite imagery , street maps, 360° panoramic views of streets ( Street View ), real-time traffic conditions ( Google Traffic ), and route planning for traveling by foot, car, bicycle (in beta ), or public transportation . Google Maps began as a C++ desktop program designed by Lars and Jens Eilstrup Rasmussen at Where 2 Technologies. In October 2004, the company was acquired by Google, which converted it into a web application. After additional acquisitions of a geospatial data visualization company and a realtime traffic analyzer, Google Maps was launched in February 2005. The service’s front end utilizes JavaScript , XML , and Ajax . Google Maps offers an API that allows maps to be embedded on third-party websites, and offers a locator for urban businesses and other organizations in numerous countries around the world. Google Map Maker allowed users to collaboratively expand and update the service’s mapping worldwide but was discontinued from March, 2017. However, crowdsourced contributions to Google Maps were not discontinued as the company announced those features will be transferred to Google’s Local Guides program. Google Maps’ satellite view is a top-down or birds eye view; most of the high-resolution imagery of cities is aerial photography taken from aircraft flying at 800 to 1,500 feet (240 to 460m), while most other imagery is from satellites. Much of the available satellite imagery is no more than three years old and is updated on a regular basis. Google Maps uses a close variant of the Mercator projection , and therefore cannot accurately show areas around the poles. The current redesigned version of the desktop application was made available in 2013, alongside the classic (pre-2013) version. Google Maps for Android and iOS devices was released in September 2008 and features GPS turn-by-turn navigation along with dedicated parking assistance features. In August 2013, it was determined to be the world’s most popular app for smartphones , with over 54% of global smartphone owners using it at least once. In 2012, Google reported having over 7100 employees and contractors directly working in mapping
AdWords distribution AOL search (As Control Video Corporation ) Headquarters 770 Broadway New York, NY 10003 Area served Worldwide Key people Tim Armstrong (CEO ) Services Web portal and online services Owner Verizon Number of employees 5,600 Parent Independent (1983-2000, 2006-2015) (AOL) Time Warner (2000–2006) Verizon Communications (2015–present) Oath Inc. (2017–present) Website aol .com AOL (formerly a company known as AOL Inc. , originally known as America Online , and stylized as Aol. ) is a web portal and online service provider based in New York . It is a brand marketed by Oath , a subsidiary of Verizon Communications . AOL was one of the early pioneers of the Internet in the mid-1990s, and the most recognized brand on the web in the United States. It originally provided a dial-up service to millions of Americans, as well as providing a web portal , e-mail , instant messaging and later a web browser following its purchase of Netscape . At the height of its popularity, it purchased the media conglomerate Time Warner in the largest merger in U.S. history. AOL rapidly declined thereafter, partly due to the decline of dial-up to broadband . AOL was eventually spun off from Time Warner in 2009, with Tim Armstrong appointed the new CEO. Under his leadership, the company invested in media brands and advertising technologies. On June 23, 2015, AOL was acquired by Verizon Communications for $4.4 billion. In the following months, AOL also made a deal with Microsoft and acquired several tech properties, including Millennial Media and Kanvas to bolster their mobile ad-tech capabilities
Ask.com Ask.com (originally known as Ask Jeeves ) is a question answering -focused e-business and web search engine founded in 1996 by Garrett Gruener and David Warthen in Berkeley , California . The original software was implemented by Gary Chevsky from his own design. Warthen, Chevsky, Justin Grant, and others built the early AskJeeves.com website around that core engine. In late 2010, facing insurmountable competition from more popular search engines, the company outsourced its web search technology and returned to its roots as a question and answer site . Douglas Leeds was elevated from president to CEO in 2010. Ask.com has been criticized for its browser toolbar , which has been accused of behaving like malware due to its bundling with other software and the difficulty of its uninstallation. Three venture capital firms, Highland Capital Partners , Institutional Venture Partners , and The RODA Group were early investors. Ask.com is currently owned by InterActiveCorp (IAC) under the NASDAQ symbol NASDAQ : IAC . Ask.com’s corporate headquarters are located at 555 City Center , in the Oakland City Center development in downtown Oakland, California .
Netscape Netscape is a brand name associated with the development of the Netscape web browser . It is now owned by Oath, Inc. , a subsidiary of Verizon . The brand belonged to the Netscape Communications Corporation (formerly Mosaic Communications Corporation), an independent American computer services company, whose headquarters were in Mountain View, California , and later Dulles , Virginia . The browser was once dominant but lost to Internet Explorer and other competitors after the so-called first browser war , its market share falling from more than 90 percent in the mid-1990s to less than 1 percent in 2006. Netscape is credited with creating the JavaScript programming language, the most widely used language for client-side scripting of web pages. The company is also known for developing SSL which is used for securing online communications that was used before its successor TLS took over. Netscape stock traded from 1995 until 1999 when the company was acquired by AOL in a pooling-of-interests transaction ultimately worth US $10billion. Shortly before its acquisition by AOL, Netscape released the source code for its browser and created the Mozilla Organization to coordinate future development of its product. The Mozilla Organization rewrote the entire browser’s source code based on the Gecko rendering engine ; all future Netscape releases were based on this rewritten code. The Gecko engine would later be used to power the Mozilla Foundation’s Firefox browser. Under AOL, Netscape’s browser development continued until December 2007 when AOL announced that the company would stop supporting the Netscape browser as of early 2008. As of 2011, AOL has continued to use the Netscape brand to market a discount Internet service provider . AOL renamed the Netscape Communications Corporation to New Aurora Corporation and transferred the Netscape brand to themselves. AOL sold the former Netscape company now known as New Aurora Corporation to Microsoft who in turn sold the former Netscape company again to Facebook ; the Netscape brand remained with AOL. The former Netscape company is currently a non-operating subsidiary of Facebook, still known as New Aurora Corporation.
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.
DoubleClick DoubleClick is a subsidiary of Google which develops and provides Internet ad serving services. Its clients include agencies, marketers and publishers who serve businesses like Microsoft , General Motors , Coca-Cola , Motorola , L’Oréal , Palm , Apple , Visa , Nike , and Carlsberg among others. DoubleClick was founded in 1996 by Kevin O’Connor and Dwight Merriman and have headquarters in New York City , United States . It was formerly listed as DCLK on the NASDAQ , and was purchased by private equity firms Hellman & Friedman and JMI Equity in July 2005. In March 2008, Google acquired DoubleClick for US$3.1 billion .
Yahoo! Search Marketing Yahoo Search Marketing is a keyword-based Pay per click or Sponsored search Internet advertising service provided by Yahoo . Yahoo began offering this service after acquiring Overture Services, Inc. (formerly GoTo.com ). GoTo.com was an Idealab spin off and was the first company to successfully provide a pay-for-placement search service following previous attempts that were not well received
Bing Ads Bing Ads (formerly Microsoft adCenter and MSN adCenter ) is a service that provides pay per click advertising on both the Bing and Yahoo! search engines . As of June 2015, Bing Ads has 33% market share in the United States.
Microsoft AdCenter Bing Ads (formerly Microsoft adCenter and MSN adCenter ) is a service that provides pay per click advertising on both the Bing and Yahoo! search engines . As of June 2015, Bing Ads has 33% market share in the United States.
AdWords account management search engine marketing Search engine marketing ( SEM ) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Google Adwords Keyword Planner Google Adwords’ Keyword Planner tool is a product from Google Adwords that provides data around the search queries that happen in Google and other resources for planning a Google Adwords specific advertising campaign. Google Keyword Planner is a tool that helps to build new Search Network campaigns or expand existing campaigns. It will help you to get keywords and ad group ideas, historical statistics, keywords trend, competitions, bidding etc. This service is offered for free by Google. Google recently released an update to the Google keyword planner and changes some of its policy by which you need to set your first campaign in order to get the keyword planner back. This is a type of Adwords account that is used by agencies and consultants to manage many different advertising accounts.
History Google Advertising Professional
Legal context trademark law A trademark , trade mark , or trade-mark is a recognizable sign , design , or expression which identifies products or services of a particular source from those of others, although trademarks used to identify services are usually called service marks . The trademark owner can be an individual, business organization , or any legal entity . A trademark may be located on a package , a label , a voucher , or on the product itself. For the sake of corporate identity , trademarks are often displayed on company buildings
Google, Inc. v. Am. Blind & Wallpaper Factory Google, Inc. v. American Blind and Wallpaper Factory, Inc. , No. 03-cv-05340 JF (RS) (N.D. Cal. Apr. 18, 2007), was a decision of the United States District Court for the Northern District of California that challenged the legality of Google ‘s AdWords program. The court concluded that, pending the outcome of a jury trial, Google AdWords may be in violation of trademark law (see federal Lanham Act , 15 U.S.C. §1114 (1)) because it (1) allowed arbitrary advertisers to key their ads (see keyword advertising ) to American Blind’s trademarks and (2) may confuse search-engine users initially interested in visiting American Blind’s website into visiting its competitors’ websites (see Initial Interest Confusion doctrine). Google v. American Blind was not the first case to address trademark infringement in the context of online keyword advertising (see Playboy Enterprises, Inc. v. Netscape Communications Corp. , 1-800-CONTACTS v. WhenU Inc. ). Nevertheless, it generated interest in the trademark-law community because it came on the heels of Playboy v. Netscape —a case that failed to resolve the legality of keyword advertising in which the origins of ads are clearly designated. Despite a four-year battle, American Blind settled with Google soon after this decision, hence leaving much of this legal territory unexplored.
Rescuecom Corp. v. Google Inc. Rescuecom Corp. v. Google Inc. 562 F.3d 123 (2nd Cir. 2009), was a United States Court of Appeals for the Second Circuit case in which the court held that recommending a trademark for keyword advertising was a commercial use of the trademark, and could constitute trademark infringement . The case involved Rescuecom , a computer repair and support company, and Google , a web search and advertising company. Prior to the case’s resolution, Google recommended the ‘Rescuecom’ trademark to businesses (including Rescuecom’s competitors), that were buying keywords through Google’s AdWords product. The case was first heard by the United States District Court for the Northern District of New York in 2006. The court ruled in favor of Google and held that Google’s use of the Rescuecom trademark did not constitute a use under the Lanham Act . As a result, Rescuecom’s claims of infringement did not apply. The Second Circuit vacated this ruling in 2009, ruling that Google’s actions constituted commercial use and that Rescuecom’s claims could not be immediately dismissed. The case was sent back to the district court for reconsideration
click fraud Click fraud is a type of fraud that occurs on the Internet in pay-per-click (PPC) online advertising . In this type of advertising , the owners of websites that post the ads are paid an amount of money determined by how many visitors to the sites click on the ads. Fraud occurs when a person, automated script or computer program imitates a legitimate user of a web browser , clicking on such an ad without having an actual interest in the target of the ad’s link. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud. Media entrepreneur and journalist John Battelle describes click fraud as the intentionally malicious, decidedly black hat practice of publishers illegitimately gaming paid search advertising by employing robots or low-wage workers to repeatedly click on each AdSense ad on their sites, thereby generating money to be paid by the advertiser to the publisher and to Google
Right to Privacy The right to privacy is an element of various legal traditions to restrain government and private actions that threaten the privacy of individuals. Over 150 national constitutions mention the right to privacy. Since the global surveillance disclosures of 2013, initiated by ex- NSA employee Edward Snowden , the inalienable human right to privacy has been a subject of international debate. In combating worldwide terrorism, government agencies, such as the NSA , CIA , R&AW , and GCHQ have engaged in mass , global surveillance , perhaps undermining the right to privacy. There is now a question as to whether the right to privacy can co-exist with the current capabilities of intelligence agencies to access and analyse virtually every detail of an individual’s life. A major question is whether or not the right to privacy needs to be forfeited as part of the social contract to bolster defense against supposed terrorist threats.
Overture Services, Inc. Yahoo Search Marketing is a keyword-based Pay per click or Sponsored search Internet advertising service provided by Yahoo . Yahoo began offering this service after acquiring Overture Services, Inc. (formerly GoTo.com ). GoTo.com was an Idealab spin off and was the first company to successfully provide a pay-for-placement search service following previous attempts that were not well received.
patent infringement Patent infringement is the commission of a prohibited act with respect to a patented invention without permission from the patent holder. Permission may typically be granted in the form of a license . The definition of patent infringement may vary by jurisdiction, but it typically includes using or selling the patented invention. In many countries, a use is required to be commercial (or to have a commercial purpose) to constitute patent infringement. The scope of the patented invention or the extent of protection is defined in the claims of the granted patent. In other words, the terms of the claims inform the public of what is not allowed without the permission of the patent holder. Patents are territorial, and infringement is only possible in a country where a patent is in force. For example, if a patent is granted in the United States, then anyone in the United States is prohibited from making, using, selling or importing the patented item, while people in other countries may be free to exploit the patented invention in their country. The scope of protection may vary from country to country, because the patent is examined -or in some countries not substantively examined- by the patent office in each country or region and may be subject to different patentability requirements
Yahoo! Yahoo! is a web services provider that is wholly owned by Verizon Communications through Oath Inc. and headquartered in Sunnyvale, California . The original Yahoo! company was founded by Jerry Yang and David Filo in January 1994 and was incorporated on March 2, 1995. Yahoo was one of the pioneers of the early Internet era in the 1990s. Marissa Mayer , a former Google executive, served as CEO and President of Yahoo until June 2017. It was globally known for its Web portal , search engine Yahoo! Search , and related services, including Yahoo! Directory , Yahoo! Mail , Yahoo! News , Yahoo! Finance , Yahoo! Groups , Yahoo! Answers , advertising , online mapping , video sharing , fantasy sports, and its social media website. At its height it was one of the most popular sites in the United States. According to third-party web analytics providers, Alexa and SimilarWeb , Yahoo! was the highest-read news and media website, with over 7 billion views per month, being the sixth most visited website globally in 2016. According to news sources, roughly 700 million people visited Yahoo websites every month. Yahoo itself claimed it attracted more than half a billion consumers every month in more than 30 languages. Once the most popular website in the U.S., Yahoo slowly declined, starting in the late 2000s, and in 2017 Verizon Communications acquired most of Yahoo’s Internet business for $4.48 billion, excluding its stakes in Alibaba Group and Yahoo! Japan , which were transferred to Yahoo’s successor company Altaba .
conversion In electronic commerce , conversion marketing is the act of marketing with the intention of increasing conversions , that is, site visitors who are paying customers . The process of improving the conversion rate is called conversion rate optimization . However, different sites may consider a conversion to be some sort of result other than a sale. One example of a conversion event other than a sale is if a customer were to abandon an online shopping cart, the company could market a special offer, for example, free shipping, to convert the visitor into a paying customer. A company may also try to recover the abandoner through an online engagement method such as proactive chat in an attempt to assist the customer through the purchase process.
Allowed keywords certification Google AdWords is an online advertising service developed by Google , where advertisers pay to display brief advertising copy , product listings, and video content within the Google ad network to web users. Google AdWords’ system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Partner websites receive a portion of the generated income. AdWords has evolved into Google ‘s main source of revenue, contributing to Google’s total advertising revenues of USD $43.7 billion in 2012. AdWords offers services such as pay-per-click (PPC) advertising and cost-per-acquisition (CPA) advertising. The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one headline with a maximum of 30 characters, two text lines of 35 characters each, and a display URL of 40 characters. These mimic what the average search result looks like on Google. Image ads can be one of the several different standardized sizes as designated by the Interactive Advertising Bureau (IAB). In May 2016, Google announced its reformatting of ads to help consumers and advertisers succeed in a mobile-first world. The new format, called Expanded Text Ads, allows for 23% more text. This new format is available on both the Google Search Network and the Google Display network. It features two headlines with 30 characters each, replacing the standard of a single headline with 30 characters. The display URL has been replaced with two 15 character paths, not including the root domain. Sales and support for Google’s AdWords division in the United States is based in Mountain View, California , with major secondary offices in Hyderabad , Dublin , Singapore , Ann Arbor and New York City . The third-largest US facility is the Googleplex , Google’s headquarters, which is located in Mountain View, California. Google AdWords engineering is based at the Googleplex, with major secondary offices in Los Angeles and New York. As of 2011, AdWords represented 96% of Google’s revenue
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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.
Search engine marketing Search engine marketing ( SEM ) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Dynamic Keyword Insertion Dynamic keyword insertion is a feature provided by Google Adwords , Microsoft adCenter and Yahoo! Search Marketing to dynamically insert a keyword that is most relevant to the ad to be displayed. It helps advertisers to use relevant keywords on their ads while making it easier for them to create unique ads for a large number of keywords. Google AdWords dynamic keyword insertion For example: One user searches for north carolina car insurance and a second user searches for maine car insurance. An advertiser bidding on car insurance keywords in both states can use dynamic keyword insertion to insert the user’s state on-the-fly (see image to the right).
Central ad server Ad serving describes the technology and service that places advertisements on Web sites . Ad serving technology companies provide software to Web sites and advertisers to serve ads, count them, choose the ads that will make the Web site or advertiser the most money, and monitor progress of different advertising campaigns . Ad servers are divided into two types—publisher ad servers and advertiser (or third party) ad servers.
Performance-based advertising Performance-based advertising , also known as pay for performance advertising , is a form of advertising in which the purchaser pays only when there are measurable results. Performance-based advertising is becoming more common with the spread of electronic media , notably the Internet , where it is possible to measure user actions resulting from advertisement.