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Benefits of Online Advertising
Living in a digital age means people of all ages and races are online. The number of people searching the World Wide Web is increasing with each passing day. With the Internet being the “hottest” place to be, all sorts of businesses are looking into the possibility of online advertising. Online advertising, however, is much less expensive and reaches a much more wider audience and will probably give you more profit than traditional advertising.

Cost
Main advantage of online advertising is the much affordable price when compared with the traditional advertising costs. With a much lesser cost you can advertise on the net for a wider range of audience and geographical locations.

Measurability
Measurability and easiness to track the conversion makes online advertising miles ahead on the traditional advertising methods. A lot of effective analytics tools are available to measure online advertising campaigns which helps in more improvisation of the ads.

Formatting
Online Advertisers have many ways of presenting their promotional messages.

TextAds

A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page's primary content, or they can be embedded by hyperlinking individual words or phrases to advertiser's websites. Text ads may also be delivered through email marketing or text message marketing. Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block.

Image advertising

Image advertising is a form of advertising that usually holds convey images logos,photographs.

Video Advertising video advertising refers to advertising that occurs on Internet television.It is served before,during and/or after a video stream on the internet.

Video advertising can appear in a variety of formats to suit every product-Banners on sites, pre roll and post roll video ads, as well as a range of new interactive units such as YouTube's new overlay format, offering the consumer the opportunity to interact.

Mobile advertising

Mobile advertising is a method of advertising through mobile phones.This type of Advertising divided into different categories:
 * 1) Mobile Web Banner
 * 2) Mobile Web Poster
 * 3) SMS Advertising
 * 4) MMS Advertising

Targeting
In comparison with traditional advertising, online advertising helps you to easily reach the targeted audience, which leads to your campaign’s success.

Online Behavioral Advertising

Online behavioral advertising (OBA) is a type of targeted advertising, by which companies track consumers’ online activities to target them for digital advertising directed at their specific interests. Companies that are engaged in marketing their products online and through smart phone apps need to be aware of the domestic and global landscape. Companies across industries also are increasingly using sophisticated databases to track consumer interests, web views, social networking patterns, and even purchasing patterns, and merging that data into their own databases to create advertising/marketing profiles.

When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make and the things that they interact with, allow sites to collect that data, and other factors, create a profile that links to that visitor's web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow advertisers to position their online ads in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered.

Ad distribution systems to deliver behavioural advertising

Behavioural advertising involves the following roles:
 * 1) Advertising networks providers referred to as "ad network providers"
 * 2) Advertisers
 * 3) Publishers

The publisher reserves visual space on its website to display an ad and relinquishes the rest of the advertising process to one or more advertising network providers. The ad network providers are responsible for distributing advertisements to publishers with the maximum effect possible. The ad network providers control the targeting technology and associated databases.

Tracking technologies

Cookies provide a means to track user browsing over an extensive period of time and theoretically over different domains.
 * tracking cookies

The ad network provider places a tracking cookie on the data subject terminal equipment when he/she first accesses a website serving an ad of its network. The cookie is a short alphanumeric text which is stored on the data subject terminal equipment by a network provider. In the context of behavioral advertising,the cookie will enable the ad network provider to recognize a former visitor who returns to that web site or visits any other website that is a partner of the advertising network.

A cookie can only be read or modified by a website that comes from a similar domain.

Most internet browsers offer the possibility to block third party cookies. Some browsers support “private” browsing sessions that will automatically destroy all created cookies when the browser window is closed

Wider Coverage
The online advertising gives your ads a more wider coverage and this globally wider coverage helps in making your advertisements reach more audiences, which may ultimately help you in getting better results through your online advertising campaign.

Speed
Online advertising is much faster than offline advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign.

Concerns
Banner blindness

Banner blindness is the behavior of people to ignore banner ads on Web sites. Experienced Web users are in "search mode" and tend to ignore banner ads as irrelevant for their search.

Technological variations
Ad-blocking

Ad blocking mean the advertising not display on web pages this is very big disadvantage for advertiser. Many browsers block pop-up ads by default for example


 * Apple Safari 5.x/6.x/7.x (OS X)


 * Google Chrome .current (Windows/OS X)


 * Mozilla Firefox.current (Windows/OS X)


 * Microsoft Internet Explorer 8.0 (Windows 7/Vista/XP)


 * Microsoft Internet Explorer 9.0 (Windows 7/Vista)

Anti-targeting technologies
Private Browsing

Private Browsing allows you to browse the Internet without saving any information about which sites and pages you’ve visited.

Do Not Track

Do Not Track is a technology that give users a option to stop collecting information about their online activities for purposes of targeted advertising.

Privacy Concerns
Nowadays many many user on internet concerns about their privacy.

Web bug
A Web bug, is a file object that is placed on a Web page or in an e-mail message to monitor user behavior.

A Web bug can gather the following statistics:


 * 1) The IP address of the computer that fetched the Web bug.
 * 2) The URL of the page that the Web bug is located on.
 * 3) The URL of the Web bug.
 * 4) The time the Web bug was viewed.
 * 5) The type of browser that fetched the Web bug.
 * 6) A previously set cookie value.

Spam
To get emails or SMS to your accounts with commercial messages that you haven't requested.

Spam can address many electronic media like email, newsgroups, search engines, wikis, instant messaging, blogs etc. Spam usually contains advertising.The most products are financial credit,casinos,pornographic services,online watches or fake diplomas and cracked software,they also send proposals claiming to make you rich quickly, working from home, buying advice small shares,email spam is the most simple type of spam cost of sending an email is very small it is easy to send a message to millions of receiver

spam is unsolicited. It is often written specifically to find a way around spam of filters. A key word such as Casinos ( often use in spam ) can be written as " Ca@sino@ " " ca|sino " or " cas-ino " in order to deceive an automatic filtering based on that word.

Messenger spam

Messenger Spam (also called IP Messenger Spam-​​popup) put to wrong use of the display messages (Messenger Service) Windows Service to deceive users. It displays a dialog box pop-up window (popup).commonly these messages display the link to a fraud commercial website,for example where they want to sell you pornography, drugs without a prescription.

The communication by mobile phone is affected by spam. Unwanted text messages or calls will be referred to as (Mobile) Phone Spam, partly as spam over Mobile Phone (SPOM). The increased use of mobile marketing market research and by unwanted text messages Mobile Phone Spam achieved in Japan already up to 90% of the electronic volume of messages.