Internet Online Advertising

There are two sides of the industry, the advertisers and the publishers. The publishers are the web sites which provide the content which attracts the viewers. This is the platform on which viewers will potentially view both the content and the advertisement. The advertisers are the ones who have a product or message to market and promote to the viewing audience.

Advertising Networks: The publishers can sell ads to advertisers or use an ad broker which goes out and sells ads to be hosted on an affiliate publishers web site.

• CPM: Cost Per Mille (Latin for thousand). The advertiser pays an unit price per thousand impressions (viewings).
• CPC: Cost Per Click. The advertiser pays for every click a viewer makes on the advertisement. The ad typically links to the advertiser's web site.
• CPA: Cost Per Acquisition. The advertiser only pays when a click on an ad converts to a purchase or completes a transaction. Also can mean Cost Per Action where the action can be a customer phone call.
• eCPM: Equivalent CPM. This allows for a blend of CPM, CPC and even CPA to be normalized into an equivalent measurement of CPM. This assumes a formula for finding a CPM value for a single click to equate CPM and CPC.
• CPL: Cost Per Lead. The lead can be a form filled out by a user to request more information or a request for a call from a sales representative.
• CPS: Cost Per Sale. Also known as PPS (Pay Per Sale), or CPO (Cost Per Order).
• CPV: Cost Per-Click2Play View. Advertiser is charged only when consumers actively elect to watch the video.
• CPCV: Cost Per Completed View. Advertiser is charged only when consumers watch 80% or more of the video.

The Ad Networks are the entities who provide a mechanism to post advertisements on websites provided by the web publishers. Advertising Networks feed ads from their ad servers to be posted on the website, provide statistics about the ad feeds and send out a check to the web site publisher. Typically ad networks provide javascript which is the publisher posts on the web page which makes a request to the ad server for the ad which is displayed on the web page in the browser.

List of advertising Networks:

Network	Description and Link
	24-7 Real Media: Geographic, behavioral, contextual, demographic, daypart, technographic and search targeting and retargeting. Lifecycle ad management and targeting. Supports all digital formats. URL: http://www.247realMedia.com
	Akamai Acerno: CPA ads only. Uses shopping data to find in-market buyers and target-market audiences, at scale URL: http://www.akamai.com/acerno
	Ad Bid Central: Affiliated with 24-7 Real Media and ComScore networks for metrics. URL: http://www.AdBidCentral.com
	Ad Blade: Targeted ads and uses a proprietary algorithm to maximize your ROI. URL: http://www.AdBlade.com/
	Ad Brite: CPM graphic and CPC text ads. Keyword, channel, geographic and ethnicity targeting. San Francisco URL: http://www.AdBrite.com
	AdConion: Worldwide targeted CPM ads for video and text content. URL: http://www.AdConion.com
	AdCombination: German. URL: http://www.AdCombination.com
	AdFunky: Latin America and South America. URL: http://www.AdFunky.com
	AdFusion: The article-based advertising platform to deliver highly educated and motivated traffic. URL: http://www.AdFusion.com
	AdGroups: Targeted towards ethnic groups: African-Americans, Hispanic, Asian American. URL: http://www.AdGroups.com
	Adify: URL: http://www.Adify.com
	AdJuggler: Leading provider of ad serving technology since 1994. AdJuggler helps our clients maximize their ad revenue by providing cutting edge technology and unmatched support to manage and deliver ads in a cost effective and precise manner. Headquartered in Alexandria, VA. URL: http://www.AdJuggler.com
	AdKnowledge: Utilizes powerful predictive technology to connect advertisers with consumers across multiple channels, including email, search, domain, and social networks. URL: http://www.AdKnowledge.com
	AdMagnet: Uses proprietary longitudinal research algorithms to enhance advertiser performance and maximize publisher revenue. CPM India URL: http://www.AdMagnet.com
	AdManage: Ad solutions include pay per click search (PPC) and cost per click (CPC) banners, in text ads, xml feeds, display ads, cost per view (CPV,PPV) interstitials and domain parking. URL: http://www.AdManage.com
	AdMarketplace: Use of roll over Ad tag clouds [demo]. PPC. Ad network and exchange. XML feeds. URL: http://www.AdMarketplace.com
	AdMaxNetwork: Southeast Asia: Thailand, Malaysia, Singapore, Indonesia, Philippines and Vietnam. URL: http://www.AdMaxNetwork.com
	AdMeld: Ad network and RTB. Hosts private exchanges for publishers. New York, London, Berlin, Toronto URL: http://www.AdMeld.com
	AdOnNetwork: Site-specific ROI tracking along with Behavioral, Contextual and Geo Targeting and Advertiser Retargeting. URL: http://www.AdOnNetwork.com
	Adoori: Currently working with a lot of business owners, marketers and affiliates across the globe. Ad network. URL: http://www.Adoori.com
	AdOptim: Customized advertising solutions and formats needed to maximize site revenue through targeted advertising inventory and innovative technology. Display CPA CPL CPM campaigns, PPC network, mutiple search tools adapted to all kind of content. AdOptim is fully ready to monetize an International Audience. Ad network, XML feeds. URL: http://www.AdOptim.com
	AdParlor: Manage advertising on Facebook Ads (right-hand-column) for Facebook apps and games. URL: http://www.AdParlor.com
	AdSafe Media: Online brand protection. Marketers' advertising only appears on sites with content deemed by the marketer to be consistent with brand image and corporate philosophy. Provides third-party content rating and certification platform. Ad Network, Ad Exchange, Creative agency. URL: http://www.AdSafeMedia.com
	AdSide: PPC ad network serving tier-1 content publishers, advertisers and media agencies. Targeted text ads. URL: http://www.AdSide.com
	AdSimilis: Display network is powered by OpenX. Netherlands URL: http://www.AdSimilis.com
	AdsMarketplace/Advertstream: French URL: http://www.AdsMarketplace.com
	AdSovo: Brand-safe graphical display advertising. Shields sensitive brands from delivery on unsafe and undesirable websites. Real-time contextual targeting. URL: http://www.AdsSovo.com
	AdTech: Division of Advertising.com headquartered in Frankfurt Germany. Manage, report and optimize all interactive media campaigns. Adserving for publishers and ad networks. Demographic targeting. New York, San Francisco, Los Angeles, Chicago, Toronto, London, Paris, Stockholm, Helsinki, Oslo, Copenhaugen, Amsterdam, Frankfurt, Bangkok, Cape Town, Sydney URL: http://www.AdTech.com
	AdTegrity: Daily Hands on and Automated Optimization. Grand Rapids, MI URL: http://www.AdTegrity.com
	Advertise.com: Ad network. URL: http://www.Advertise.com
	Advertising.com: Platform-A = AOL content + Advertising.com ad network + TACODA targeting analytics. Demographic, channel, Standard Industry Classification (SIC) IP address matching, psychographic, dayparting, zip code and geographic targeting. URL: http://www.Advertising.com
	AdXDirect: Geo-targeting, time-targeting, frequency capping. CPM/CPC/CPL/CPA/CPV URL: http://www.AdXDirect.com
	Affinity: CPC/CPA contextual advertising. Ad network, ad exchange, ad serving. Chicago, India, ... worldwide. URL: http://www.Affinity.com
	Aim4Media: Uses demographics to target ads (sports, entertainment and gaming arenas, as well as men’s interests, women’s interests, teenage, leisure, music, hobbies, and general news and media). Started with sports niche. International customer base. Netherlands URL: http://www.Aim4Media.com
	ai Match: A meld of ad serving and consumer intelligence for yield optimization. CPM, CPC, CPA, eCPM Raleigh NC, London URL: http://www.AiMatch.com
	Alcance Media Group: Focused on Latino/Hispanic Market. San Francisco, CA URL: http://www.AlcanceMG.com
	Alphabird: Works with targeted publishers and application developers to place content editorially in-page. Video and print. Alphabird can also manage in-banner, rich media, and pre-roll media buys. Video CPV and CPCV ads. San Francisco, CA URL: http://www.Alphabird.com
	Alvenda: Alvenda’s technology platform, Alvenda Store­Cast, enables the convergence of social networking, ecommerce, and advertising. Instream shopping experiences that include a quick checkout feature inside Facebook’s news feed, fan pages, and inside banner ads on publisher websites. The store is brought to the customer rather than the other way around. Min­neapo­lis MN URL: http://www.Alvenda.com
	Atlas Solutions: Microsoft Advertising. Seattle WA, San Francisco CA, New York, Raleigh, London, Paris, Hamburg, Milan, Australia, Tokyo URL: http://www.AtlasSolutions.com
	Banner Connect: Global (European, Arabic) Located in the Netherlands. URL: http://www.BannerConnect.net
	Batanga Network: US Hispanic. URL: http://www.BatangaNetwork.com
	Behave Media: CPA, CPL, CPC campaigns. Optimization on location, category. Search, Social, Contextual, Digital and Mobile solutions. URL: http://www.BehaveMedia.com
	BET Interactive Ad Network: Targets African American and urban US consumers. URL: http://www.BetAdNetwork.com
	Bidvertiser Ad Network: Site targeted for relevancy. Ads for eBay Sales. XML feeds for CPC text ads. URL: http://www.Bidvertiser.com
	Boot Camp Media: CPM, CPC or CPA. Real time bidding. PArtnered with the Eq network. Targeted advertising. 100% fill rates. Toronto based URL: http://www.BootCampMedia.com
	Brand Reach: Internet Ad Consulting company. We help each client formulate a strategy and then execute this strategy. Ad Network, ad exchange, affiliate marketing. URL: http://www.BreandReach.com
	Bravenet Media: XML PPC feeds. RedVase ad server. British Columbia Canada. URL: http://www.BravenetMedia.com
	Bright Roll: Video ad network. Minimum publisher requirements: 500,000 page views/month and 5,000,000 video views a month. URL: http://www.BrightRoll.com
	Broadspring: Paid search ads, CPM, PPC and CPC. Integrated online marketing. Irvine CA URL: http://www.Broadspring.com
	Broadstreet Interactive: Media buying, ad serving, PR, paid search. Austin TX URL: http://www.BroadstreetInteractive.com
	Burst Media: Reliable and pay regularly but low ad fulfilment. Excellent publisher ad managment and reporting. Burlington, Massachusetts US, London UK URL: http://www.BurstMedia.com
	Buy dot At: . Global affiliate marketing. UK URL: http://www.Buy.at
	BV! Media: Display ads, email marketing, search engine marketing (SEM) PPC, web content. Contextual and Behavioral Targeting technology. Bilingual ad network (English/French) Toronto/Montreal URL: http://www.BVmedia.ca
	Casale Media: Focus on brand safety, premium media, and smart technology solutions. We serve the needs of top-rated publishers, Fortune 500 brands, and leading media agencies. Our business is selling intelligently optimized brand name display inventory within our highly controlled, short tail environment. Categorized ad channels for targeted ads. Ad network. Toronto Canada URL: http://www.CasaleMedia.com
	Clickbooth: CPA Affiliate network. Ad network, ad exchange. URL: http://www.Clickbooth.com
	CPX Interactive: New York US, Milano Italy, Madrid Spain, Istanbul Turkey, Hamburg Germany Built upon the Right Media/Yahoo RMX platform URL: http://www.CPXinteractive.com
	Drive Performance Media: Microsoft Subsidiary. Publishers are top Alexa 250 web sites only. Profiles viewer audience. URL: http://www.DrivePM.com
	Epic Advertising: CPC, CPM, B to B market targeting geographic, demographic, behavioral, dayparting URL: http://www.EpicAdvertising.com
	Fox Networks: US, Argentina, China, France, Mexico, Turkey, Brazil, Germany, Italy, UK, Spain, Japan, ... URL: http://www.FoxNetworks.com
	Google Adsense, DoubleClick: auction leads to highest revenue US URL: http://www.Google.com, http://www.Google.com/doubleclick/
	GumGum In-image ad network. Image analysis pairs advertisements with contextually relevant images. URL: http://www.GumGum.com
	IDG Tech Network Computer industry and Tech contextual ads URL: http://www.IdgTechNetwork.com
	LookSmart: PPC search advertising network. Serves keyword-based text ads on their targeted network of publisher sites. XML feeds. URL: http://www.LookSmart.com
	Jemm Media: Display ad network that matches our advertisers requirements perfectly to the users and content they are targeting. International Ad network. UK URL: http://Jemm-Media.co.uk
	Media Shakers: Global ad network URL: http://MediaShakers.com
	Media.net: Premium contextual advertising company that dynamically identifies and delivers the most relevant and engaging ads related to a web page. Blend contextual analysis with behavior data, audience profiling and past performance cues to substantially enhance value for both web publishers and advertisers. eCPM URL: http://Media.net
	Meta Network: Offices in Israel and Argentina. eCPM URL: http://Meta Network
	Microsoft Ad Center: Search advertising US URL: http://AdCenter.Microsoft.com
	Nami Media: Ties into Yahoo Right Media exchange. An ad network which also offers a platform on which other networks can build. CPC, CPA. HTML and XML feeds. Text and image ads. Venice Beach CA US URL: http://NamiMedia.com
	Newspaper National Network (NNNLP): Owned by a consortium of newspapers to server newspapers and their websites. Hyperlocal, contextual and behavioral targeting. URL: http://www.NNNLP.com
	OpenX: Open Source ad server, ad network and optimization Los Angles US URL: http://www.OpenX.com
	Ozonion: Optimizes and improves the whole on line advertising funnel. Serves ads to their landing pages for a given campaign. PPC URL: http://www.Ozonion.com
	Pulse360: Performance based advertising. CPC, CPA, CPL, CPS, & CPM URL: http://www.Pulse360.com
	Relevad: Semantic web platform and ad exchange company. Relevad provides a wide range of hosted web services for publishers, ad network operators, domain parkers and content aggregators. Semantic Ad Exchange, Ad network and Ad serving URL: http://www.Relevad.com
	Rocket Fuel: Data driven technology applied to ad serving. Ad network, Ad exchange, demographic and behavioral targeting URL: http://www.RockerFuel.com
	Rhythm New Media: Mobile video ad network. URL: http://www.RhythmNewMedia.com
	Specific Media: Global: US, UK, Germany, France. Demographic, contextual (support for 3,300 categories), behavioral and geographic targeting and retargeting. URL: http://www.SpecificMedia.com
	The Trade Desk: Data-driven marketing suite that offers marketers a single place to buy all forms of online media. Ad network, Ad Exchange. XML feeds to exchanges. Ventura CA URL: http://www.TheTradeDesk.com
	Traffic Engine Inc: Delivering industry-leading exposure and click conversion by utilizing a targeted customer base. Ad network, Ad Exchange URL: http://www.TrafficEngine.com
	Tribal Fusion: reliable and pay regularly Emeryville CA, US URL: http://www.TribalFusion.com
	Undertone Networks: Supports Video and rich media as well as traditional web. URL: http://www.Undertone.com
	Value Click: Westlake Village CA, US URL: http://www.ValueClick.com
	Video Egg: Embedd ads into online videos, gaming, flash widgets URL: http://www.VideoEgg.com
	W4: Publisher chooses CPA ad campaigns/affiliates which best fit their audience. Ad network and affiliate marketing. URL: http://www.w4.com
	Yahoo Publishers Network: Sunnyvale CA, US URL: http://www.Yahoo.com
	YBrant Networks: Experts in global media sales. URL: http://www.YBrantNetworks.com
	YUME Networks: Online video ad network. Support for targeted channels. URL: http://www.YUME.com

See slide 4 in this presentation to help select an ad network.

1. Advertiser (often hires an ad agency to manage the advertisment campaign and generate the artwork: the "Creative")
2. DSP: Demand Side Platform - these are the brokers which have relationships with advertisers and ad agencies. The ad inventory bids for placement in the exchange.
   Bidding
3. Ad Auction: the marketplace of ads and mediator between the DSP and SSP.
   1. DSP makes inquiry to SSP
   2. SSP states its availability to negotiate
   3. Rules set for the negotiation
   4. bids made/bid accepted
   5. Ad delivered by the DSP to the SSP for display
4. SSP: Supply Side Platform - provides ad placement with a place to put the ad for the agreed price.
   Auction
5. Ad Networks (typically the provider of ad server)
6. Consumer: web page is loaded with javascript which requests the ad from the ad network. Consumer is expected to view or act upon the ad.
7. Publisher: gets paid by ad network for each ad viewed or acted upon by the consumer

1. The web browser makes a HTTP request to the Web publisher's server for a web page.
   In return the browser receives an HTML page with javascript provided by the ad network.
2. The web browser processes the javascript making a request to the ad network's server
   In return the browser receives an ad tag or javascript redirect request.
3. The web browser processes the redirect request to the SSP's server. The SSP negotiates a Real Time Bid (RTB) for an ad space with the DSP. The DSP will lookup information about the user held by a 3rd party intelligence data mining company so the DSP can qualify the user, their interests and provide a relevant ad.
   In return the browser receives a redirect request to the DSP.
4. The web browser makes a GET request for an ad with the DSP or an alternate ad server.
   In return the browser receives an ad, typically in less than a second!

• Typically the SSP will negotiate bids with multiple DSPs to find the highest bidder.
• Data about the consumer is typically gathered by consumer intelligence agencies based on their web surfing habits across multiple web sites. The web surfer's IP address, cookies, web page content, viewing history, and location all factor into the ad delivered.
• Consumer intelligence data is fed to the ad network or to the DSP to help them determine which ad to feed.
• The final ad content delivery is often by a CDN (eg Akamai) to improve speed.

Ad exchanges, markets and auctions are web based platforms for buying and selling ad inventory and ad impressions. An ad exchange enables marketplace pricing by providing the technology platform (server, software and interfaces) to enable the managment, billing and reporting of bid based transactions. They are yet another middleman in the business flow of web advertising for publishers.

List of advertising Exchanges:

Exchange	Description and Link
	AdECN: (owned by Microsoft) Multiple audience targeting options: contextual, behavioral, and keyword. Fast. Provides an auction mechanism for per-impression based inventory. URL: http://www.AdEcn.com
	AdMob: (owned by Google) Mobile advertising. Mobile apps. URL: http://www.AdMob.com
	AdapTV: Video Ad network and exchange. URL: http://AdapTV.com
	Advertising.com: (owned by AOL) Display, text and video inventory. Also content production, ad optimization, bidding, etc. URL: http://www.Advertising.com
	ADSDAQ: (Contextweb) Multiple audience targeting options: contextual (page-level), keyword, behavioral, and dayparting. CPM URL: http://www.ContextWeb.com
	Double Click Adx: (owned by Google) Employs their DART for Advertisers platform. Provides automated ad management. URL: http://www.google.com/doubleclick/
	Media Math (Terminal One): Algorithmic bid optimization. Targeted ads: Geographic, demographic, biographic, etc URL: http://www.mediamath.com
	Mob Clix: Real Time Bidding (RTB) Mobile Ad Exchange. Advertising for mobile applications. URL: http://www.MobClix.com
	Nexage: Real Time Bidding (RTB) Mobile Ad Exchange. Advertising for mobile applications. URL: http://www.Nexage.com
	AdMarvel: Open Mobile Exchange (Opera): Started by the Opera browser folks for mobile platforms. Mobile content and mobile apps. URL: http://www.admarvel.com/OMAE.html
	Right Media (Yahoo): Supports advertisers, publishers, demand side platforms, ad networks and exchanges. URL: http://www.RightMedia.com
	TraffIQ (Trading Desk): Workflow solution streamlines the digital media planning and buying process by enabling users to discover sites, distribute, acquire, bid, deliver and analyze ad inventory. New York City. URL: http://www.TraffIQ.com/tradingdesk
	Turn: Data driven digital advertising. Globally manage ad campaigns. Prominant DSP (Demand Side Platforms). Performs Real Time Bidding (RTB) Redwood City CA, New York City, Charlotte, Chicago, London, Los Angeles, and San Francisco. URL: http://www.Turn.com

DSP: Demand Side Platform

Organization	Description and Link
	DataXu: Vendor neutral DSP. Uses and integrates with existing ad exchanges, analytics vendors and ad exchanges. Does not act as an ad network but exclusively as a DSP intermediary between the ad exchange and the ad network. URL: http://www.DataXu.com

Typically the Ad Optimizers will aggregate ad feeds from multiple ad networks, determine which ads will pay more and feed ads from the network paying the most at that moment in time and for that demographic and location.

List of Advertising Optimizers:

Organization	Description and Link
	Double Click: (owned by Google) Employs their DART for Advertisers platform. Provides automated ad management. Will feed highest paying ad from Doubleclick/Google inventory or from outside feed. URL: http://www.google.com/doubleclick/
	PubMatic: Ads from hundreds of ad networks and all major exchanges. Large pool of ad sources: Real Time Bidding (RTB), ad networks, and demand side platforms (DSPs). Will feed the publisher the most profitable option. URL: http://www.PubMatic.com/
	Rubicon Project: manual tuning of ad feeds results in higher returns than a straight ad feed (higher than most networks but on par with Google AdSense). New traffic and income requirements lead to them dropping YoLinux.com. Rubicon now charges a fee of at least $2,000.00 per month so your ad income had better double that before even considering this service. US URL: http://www.RubiconProject.com

Companies in this category are used to align ads with targeted consumers based on intellegence gathered

Organization	Description and Link
	Acxiom: Acxiom supplies a variety of business intelligence solutions. The Acxiom Relevance-X product allows advertising platforms to acheive highly targeted engagements. Also provides identity management, database marketing and analytics services. URL: http://www.Acxiom.com
	Bizo: Business audience marketing. Bizo gathers vast amounts of non-personally identifiable information (non-PII) information through its business publisher partners in the form of subscription information, business registrations, and other online data sources. URL: http://www.bizo.com
	Bluekai: Data-centric approach to audience targeting. Aggregation of in-market shopping data. URL: http://www.Bluekai.com
	Clearspring: Connects publishers, services and advertisers to audiences on the social web. URL: http://www.Clearspring.com
	Collective: Audience analytics, yield optimization. New York URL: http://www.Collective.com
	eBureau: Provides predictive scoring and analytics solutions for marketing, credit risk, fraud prevention and collections applications to multichannel marketers, financial services companies, Internet retailers and agencies. URL: http://www.eBureau.com
	Exelate: Data Management and Data Marketplace solutions for online advertising. URL: http://www.Exelate.com
	AlmondNet: Partner with data-owners and media-owners to provide consumers with relevant, privacy-sensitive, Post-Search ads. URL: http://www.AlmondNet.com

Methods:

• Embed Javascript directly in web page: Typically the ad network will supply the publisher with javascript which can be embedded in a web page to pull in an ad. The javascript can have code to specify the ad size and format, ad campaign and even to scan the page for ad relevance to the topic of the web page.

• Embed Javascript in Server Side Include (SSI): In order to seamlessly change or alter an ad across all of the pages of an entire website, one can employ a framework for dynamic content (eg. Wordpress, drupal, etc) or use "server side includes".

  SSI Ad Example: (web page HTML file snipet)

  ... ... <!--#include file="panel_160px.incl" --> ... ...

  File: panel_160px.incl

  <!-- Campaign ABC Ad XYZ --> <script language="javascript"> ... ... body portion of javascript goes here ... ... </script> <noscript> ... (if appropriate) ... </noscript>

  For more on Server Side Includes (SSI) see the Apache SSI documentation.
  (BTW, this also is available for most other web servers including Microsoft IIS)

• Embed Javascript in iframe: The javascript from the ad network may halt or slow down the page loading and hurt the online experience of the publisher's website. To avoid this, HTML iframes can be used isolate the loading of the advertisement from the loading and display of the web page.

  Iframe Ad Example: (web page HTML file snipet)

  ... ... <div id="banner-ad"> <iframe class="adframe" scrolling="no" allowTransparency="true" marginheight="0" marginwidth="0" width="728" frameborder="0" height="90" scrolling="no" style='border:none;width:728;height:90;padding:0;' src="http://ads.megacorp.com/rotation_a/adx42.html"> </iframe> </div> ... ...

  File: adx42.html
  (HTML file to be displayed in iframe)

  <html> <head> <script language="JavaScript"> ... ... head portion of javascript goes here (if appropriate) ... ... </script> </head> <body marginwidth=0 marginheight=0 leftmargin=0 topmargin=0 style="background-color:transparent"> <script language="javascript"> ... ... body portion of javascript goes here ... ... </script> <noscript> ... (if appropriate) ... </noscript> </body> </html>

  Note that the iframe can be placed in a server side include, thus combining methodologies.
  This may not be a good solution for Javascript which scans a page for contextual relevance as the Javascript access to the DOM (Document Object Model) may be limited to that in the iframe unless you expose the parent document with this Javascript:

  <html> <head> ... ... </head> <body marginwidth=0 marginheight=0 leftmargin=0 topmargin=0 style="background-color:transparent"> <script type="text/javascript"><!-- document=parent.document; //--></script> <script language="javascript"><-- google_ad_client = "pub-XXXXXXXXXXXXXXXXXXX"; ... ... ... //--> </script> <script type="text/javascript" src="http://pagead2.googlesyndication.com/pagead/show_ads.js"> </script> ... ... </body> </html>

  Note the reference to document=parent.document; will make the parent document available to the advertiser's (Google) ad script. It will allow the ad's Javascript to access the entire web page content to be able to serve relevant ads.

  Google Adsense iframe policy

• Web CMS Frameworks: Use of a web content Management System framework such as Wordpress or Drupal will allow for the management of advertising on your web site. The support is built in so that you can control ads across the entire web site.

  Note for Wordpress users: The iframe technique described above can be used only if you first install the iframe plugin. The raw html shown above is not used but an equivalent wiki markup syntax is used instead.

Service	Description and Link
	AdChemy: Search relevancy and optimization. Create higher converting campaigns. URL: http://www.AdChemy.com
	AdKeeper: Ads marked with a "K", when clicked, are kept for viewing later. URL: AdKeeper.com
	AggregateKnowledge: Audience data management, Real-time decisioning and optimization, Analytics. Identifies the best audiences to reach, then syncs the audiences with your media. Dynamically assembles and serves the most relevant creative for each user. URL: AggregateKnowledge.com
	Ad-juster: Software to automatically identify and report discrepancies. Aggregates data from 3rd party platforms (ad servers) for billing reconciliation and discrepancy management. URL: Ad-juster.com
	Adometry: Ad analytics for advertisers/agencies, publishers and ad networks. CPC ad analytics for click fraud detection. Compliance verification, attribution, measure conversions/assign credit. Austin TX URL: Adometry.com
	DoubleVerify: Real time verification for DSP, exchanges, ad networks, publishers to monitor fraud and non-compliant publishers. Can tie in the ad networks server with DoubleVerify to rate a pass/fail on the publisher. Can block ads from appearing on domains and pages and in specific geographic locations in real time so that ads do not run next to inappropriate content or appear to the wrong audience. New York, Israel URL: DoubleVerify.com
	Maxifier: Optimization of ad campaign performance using statistics. Improved delivery, yield, click through rates, revenue, margins, conversions, brand engagement, ... URL: Maxifier.com
	Operative: End to end ad business operations outsourcing. Can provide sales, finance, billing, CRM, Inventory systems,... Providing solutions for Publishers (campaign management, ad serving, ad trafficking, technical consulting,..), ad networks and ad agencies. New York, London, Sao Paulo, Bangalore URL: Operative.com
	RSG Media: Revenue optimizationr: delivery and yoeld optimization, deal management, ad sales pricing and rate forecasts, reserve. URL: RSGmedia.com
	ZOOXit: Digital media tools for publisher ad operations: rate cards, proposal and contract building, finance reconcilliation, sales analytics, yield management. URL: Zooxit.com

• Ad Exchange: The technology platform which facilitates the bidding (on behalf of advertisers) and purchase of online publisher inventory from multiple ad networks.
• CDN: Content Delivery Network (eg Akamai) Ad media delivery with high speed servers located near the consumer.
• CTR: Click Through rate (number of ad clicks divided by the number of page views).
• DSP: Demand Side Platform - Typically the ad network placing the requests for ad from the ad exchange. The DSP manages multiple ad exchanges to provide the best ad to the publisher based on various performance indicators.
• OBA: Online Behavioral Advertising - deliver behaviorally targeted ads.
• Publisher Inventory: The web publisher's available unsold ad space for an advertisement. Often called simply "inventory".
• QPS: Queries Per Second - volume of display ads being offered via RTB
• RPM: Revenue for 1000 page impressions (page views).
• RTB: Real Time Bidding - Allows web publishers to access the ads of the highest bidder. Real time auction for ad placement. Publisher's ad space is bid on in real time and the highest bid is selected.
• SEM: Search Engine Marketing - ads placed on search engine results.
• SSP: Supply Side Platform - ad providers - the technology platform which represents the suppliers of online advertisements and tries to guarentee ad inventory.

• AdServerBeans.com - Java and Flex based, Supports most features including ad auction. Can use existing ad networks.
  (Follow-on from legacy AdSapient)
• OpenX.org - Php based. Uses OpenX Market to sell ads.
• Oasis - PHP/Apache/MySQL - Basic simple
• Max Media Manager - based on phpAdsNew
• VA Bennerator - PHP/Apache/MySQL and load balanced across numerous servers - No project page
• Apache mod_adbanners - for static web pages - No project page
• Appnexus - supports Real TimeBidding (RTB), open API

• DMA: Direct Marketing Association - global trade association of businesses and nonprofit organizations. DMA advocates industry standards for responsible marketing – both online and offline.
• NetworkAdvertising.org: NAI - Network Advertising Initiative - association of advertising networks, data exchanges, and marketing analytics services providers to help safeguard online privacy.
• ANA: Association of National Advertisers - the advertising industry’s oldest trade association, founded on June 24, 1910 in Detroit, Michigan by 45 companies to safeguard and advance the interests of advertisers and consumers. Currently, the ANA leads the marketing community by providing its members insights, collaboration, and advocacy.
• Ad-ID: Advertising Identification and Manaement - Web-based system accessible 24/7 worldwide that generates a unique identifying code for each advertising asset, creating a capability to identify them across all media.
• AAAA: American Association of Advertising Agencies - 4A's
• IAB: Internet Advertising Board - corporate listings
• NAI: Network Advertising Initiative - online privacy

• Advertising Age
  • AdAge Datacenter: Advertising database (subscribers only)
• AdWeek
• POP: Professional Online Publisher - newsletter

• Advertising Trade shows and conferences - YoLinux list
• AdExchanger.com - Online industry website journal
• Adotas - online newsletter
• Clickz - internet marketing
• ExchangeWire - Tracking Ad Trading and the Exchange Marketplace
• Ad Age Ad Network and Exchange Guide
• Wikipedia list of ad networks
• Ad Exchanges
• LUMAscape: Terry Kawaja's charts
• Online ad App Marketplace

Books:

	The Online Advertising Playbook by Joe Plummer, Steve Rappaport, Taddy Hall, Robert Barocci ISBN #0470051051, Wiley 2007 Proven Strategies and Tested Tactics from the Advertising Research Foundation
	Internet Advertising by David Schumann, Esther Thorson ISBN #0805851097, Psychology Press, 2nd edition 2007 Theory and Research (Advertising and Consumer Psychology)
	The Complete Guide to Google Advertising by Bruce Brown ISBN #1601380453, Atlantic Publishing 2008 Tips, Tricks, & Strategies to Create a Winning Advertising Plan