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<li id="pt-sitesupport-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="https://donate.wikimedia.org/wiki/Special:FundraiserRedirector?utm_source=donate&utm_medium=sidebar&utm_campaign=C13_en.wikipedia.org&uselang=en" class=""><span>Donate</span></a> </li> <li id="pt-createaccount-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="/w/index.php?title=Special:CreateAccount&returnto=Digital+display+advertising" title="You are encouraged to create an account and log in; however, it is not mandatory" class=""><span>Create account</span></a> </li> <li id="pt-login-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="/w/index.php?title=Special:UserLogin&returnto=Digital+display+advertising" title="You're encouraged to log in; however, it's not mandatory. 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<span>History</span> </div> </a> <button aria-controls="toc-History-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle History subsection</span> </button> <ul id="toc-History-sublist" class="vector-toc-list"> <li id="toc-Programmatic,_Real_time_bidding_(RTB)" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Programmatic,_Real_time_bidding_(RTB)"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.1</span> <span>Programmatic, Real time bidding (RTB)</span> </div> </a> <ul id="toc-Programmatic,_Real_time_bidding_(RTB)-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-First_online_advertisement" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#First_online_advertisement"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.2</span> <span>First online advertisement</span> </div> </a> <ul id="toc-First_online_advertisement-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Operations" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Operations"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Operations</span> </div> </a> <button aria-controls="toc-Operations-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Operations subsection</span> </button> <ul id="toc-Operations-sublist" class="vector-toc-list"> <li id="toc-Accounts_department" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Accounts_department"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>Accounts department</span> </div> </a> <ul id="toc-Accounts_department-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Creative_department" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Creative_department"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.2</span> <span>Creative department</span> </div> </a> <ul id="toc-Creative_department-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Media_planner" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Media_planner"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.3</span> <span>Media planner</span> </div> </a> <ul id="toc-Media_planner-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Ad_operations" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Ad_operations"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.4</span> <span>Ad operations</span> </div> </a> <ul id="toc-Ad_operations-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Ad_server" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Ad_server"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.5</span> <span>Ad server</span> </div> </a> <ul id="toc-Ad_server-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Importance_of_formats_of_display_ads" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Importance_of_formats_of_display_ads"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.6</span> <span>Importance of formats of display ads</span> </div> </a> <ul id="toc-Importance_of_formats_of_display_ads-sublist" class="vector-toc-list"> <li id="toc-Ad_Fatigue_or_Ads_boredom" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Ad_Fatigue_or_Ads_boredom"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.6.1</span> <span>Ad Fatigue or Ads boredom</span> </div> </a> <ul id="toc-Ad_Fatigue_or_Ads_boredom-sublist" class="vector-toc-list"> <li id="toc-Reasons_for_Fatigue_from_Display_Ads" class="vector-toc-list-item vector-toc-level-4"> <a class="vector-toc-link" href="#Reasons_for_Fatigue_from_Display_Ads"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.6.1.1</span> <span>Reasons for Fatigue from Display Ads</span> </div> </a> <ul id="toc-Reasons_for_Fatigue_from_Display_Ads-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> </ul> </li> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Notes" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Notes"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>Notes</span> </div> </a> <ul id="toc-Notes-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-listBullet mw-ui-icon-wikimedia-listBullet"></span> <span class="vector-dropdown-label-text">Toggle the table of contents</span> </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading"><span class="mw-page-title-main">Digital display advertising</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. Available in 11 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-11" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">11 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%94%D0%B8%D1%81%D0%BF%D0%BB%D0%B5%D0%B9_%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D0%B0" title="Дисплей реклама – Bulgarian" lang="bg" hreflang="bg" data-title="Дисплей реклама" data-language-autonym="Български" data-language-local-name="Bulgarian" class="interlanguage-link-target"><span>Български</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EB%94%94%EC%A7%80%ED%84%B8_%EB%94%94%EC%8A%A4%ED%94%8C%EB%A0%88%EC%9D%B4_%EA%B4%91%EA%B3%A0" title="디지털 디스플레이 광고 – Korean" lang="ko" hreflang="ko" data-title="디지털 디스플레이 광고" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Periklanan_tampilan_digital" title="Periklanan tampilan digital – Indonesian" lang="id" hreflang="id" data-title="Periklanan tampilan digital" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Display_advertising" title="Display advertising – Italian" lang="it" hreflang="it" data-title="Display advertising" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-mk mw-list-item"><a href="https://mk.wikipedia.org/wiki/%D0%9C%D0%B5%D0%B4%D0%B8%D1%83%D0%BC%D1%81%D0%BA%D0%B0_%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D0%B0" title="Медиумска реклама – Macedonian" lang="mk" hreflang="mk" data-title="Медиумска реклама" data-language-autonym="Македонски" data-language-local-name="Macedonian" class="interlanguage-link-target"><span>Македонски</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%83%87%E3%82%A3%E3%82%B9%E3%83%97%E3%83%AC%E3%82%A4%E5%BA%83%E5%91%8A" title="ディスプレイ広告 – Japanese" lang="ja" hreflang="ja" data-title="ディスプレイ広告" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-km mw-list-item"><a href="https://km.wikipedia.org/wiki/%E1%9E%80%E1%9E%B6%E1%9E%9A%E1%9E%95%E1%9F%92%E1%9E%9F%E1%9E%B6%E1%9E%99%E1%9E%96%E1%9E%B6%E1%9E%8E%E1%9E%B7%E1%9E%87%E1%9F%92%E1%9E%87%E1%9E%80%E1%9E%98%E1%9F%92%E1%9E%98" title="ការផ្សាយពាណិជ្ជកម្ម – Khmer" lang="km" hreflang="km" data-title="ការផ្សាយពាណិជ្ជកម្ម" data-language-autonym="ភាសាខ្មែរ" data-language-local-name="Khmer" class="interlanguage-link-target"><span>ភាសាខ្មែរ</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9C%D0%B5%D0%B4%D0%B8%D0%B9%D0%BD%D0%B0%D1%8F_%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D0%B0" title="Медийная реклама – Russian" lang="ru" hreflang="ru" data-title="Медийная реклама" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-uk mw-list-item"><a href="https://uk.wikipedia.org/wiki/%D0%9C%D0%B5%D0%B4%D1%96%D0%B9%D0%BD%D0%B0_%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D0%B0" title="Медійна реклама – Ukrainian" lang="uk" hreflang="uk" data-title="Медійна реклама" data-language-autonym="Українська" data-language-local-name="Ukrainian" class="interlanguage-link-target"><span>Українська</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Qu%E1%BA%A3ng_c%C3%A1o_hi%E1%BB%83n_th%E1%BB%8B" title="Quảng cáo hiển thị – Vietnamese" lang="vi" hreflang="vi" data-title="Quảng cáo hiển thị" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a href="https://zh.wikipedia.org/wiki/%E9%A1%AF%E7%A4%BA%E5%BB%A3%E5%91%8A" title="顯示廣告 – Chinese" lang="zh" hreflang="zh" data-title="顯示廣告" data-language-autonym="中文" data-language-local-name="Chinese" 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.sidebar-list-title-c{padding:0 0.4em;text-align:center;margin:0 3.3em}@media(max-width:640px){body.mediawiki .mw-parser-output .sidebar{width:100%!important;clear:both;float:none!important;margin-left:0!important;margin-right:0!important}}body.skin--responsive .mw-parser-output .sidebar a>img{max-width:none!important}@media screen{html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar nomobile nowraplinks hlist"><tbody><tr><td class="sidebar-pretitle">Part of a series on</td></tr><tr><th class="sidebar-title-with-pretitle"><a href="/wiki/Online_advertising" title="Online advertising">Internet marketing</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Search_engine_optimization" title="Search engine optimization">Search engine optimization</a></li> <li><a href="/wiki/Local_search_engine_optimisation" title="Local search engine optimisation">Local search engine optimisation</a></li> <li><a href="/wiki/Social_media_marketing" title="Social media marketing">Social media marketing</a></li> <li><a href="/wiki/Email_marketing" title="Email marketing">Email marketing</a></li> <li><a href="/wiki/Referral_marketing" title="Referral marketing">Referral marketing</a></li> <li><a href="/wiki/Content_marketing" title="Content marketing">Content marketing</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Search_engine_marketing" title="Search engine marketing">Search engine marketing</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Pay-per-click" title="Pay-per-click">Pay-per-click</a></li> <li><a href="/wiki/Cost_per_impression" title="Cost per impression">Cost per impression</a></li> <li><a href="/wiki/Search_analytics" title="Search analytics">Search analytics</a></li> <li><a href="/wiki/Web_analytics" title="Web analytics">Web analytics</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Ad_blocking" title="Ad blocking">Ad blocking</a></li> <li><a href="/wiki/Contextual_advertising" title="Contextual advertising">Contextual advertising</a></li> <li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Affiliate_marketing" title="Affiliate marketing">Affiliate marketing</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Cost_per_action" title="Cost per action">Cost per action</a></li> <li><a href="/wiki/Revenue_sharing" title="Revenue sharing">Revenue sharing</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></th></tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Internet_marketing" title="Template:Internet marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Internet_marketing" title="Template talk:Internet marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Internet_marketing" title="Special:EditPage/Template:Internet marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><b>Digital display advertising</b> is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Display_advertising_-_Guide_2-0" class="reference"><a href="#cite_note-Display_advertising_-_Guide-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> A display ad is usually <a href="/wiki/Interactive_advertising" title="Interactive advertising">interactive</a> (i.e. clickable), which allows brands and advertisers to engage deeper with the users. A display ad can also be a <a href="/wiki/Companion_ad" title="Companion ad">companion ad</a> for a non-clickable <a href="/wiki/Video_advertising" title="Video advertising">video ad</a>. </p><p>According to <a href="/wiki/EMarketer" class="mw-redirect" title="EMarketer">eMarketer</a>, <a href="/wiki/Facebook" title="Facebook">Facebook</a> and <a href="/wiki/Twitter" title="Twitter">Twitter</a> were set to take 33 percent of display ad spending market share by 2017.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Desktop display advertising eclipsed search ad buying in 2014, with mobile ad spending overtaking display in 2015.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Overview">Overview</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=1" title="Edit section: Overview"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Digital display advertising is an online form of advertising in which the company's promotional messages appear on third-party sites or search engine results pages such as publishers or social networks. There is an evidence showing that this advertising can increase the number of website page view of a company from most types of customers except from the non-authenticated visitors who visited the website before.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> The main purpose of display advertising is to support brand awareness (Robinson et al., 2007)<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> and it also helps to increase the purchase intention of consumers. </p><p><a href="/wiki/Social_media" title="Social media">Social media</a> is used by many organizations. One example is, in 2014, <a href="/wiki/ASOS.com" class="mw-redirect" title="ASOS.com">ASOS</a> and <a href="/wiki/Nike,_Inc." title="Nike, Inc.">Nike</a> collaborated with <a href="/wiki/Google_Hangouts" title="Google Hangouts">Google Hangouts</a> to create the first shoppable video web chat<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> on <a href="/wiki/Google%2B" title="Google+">Google+</a>. The video is an example of display advertising used for commemorating 27 years of Nike's Air Max shoes. The video advertising aimed at creating brand awareness among users and convincing them to watch the Hangout and purchase products from the display advertising itself. Consumers were able to shop by clicking the display advertising. According to an ASOS statement, display advertising has contributed to an increase in both the number of users visiting its website and downloads of the ASOS App by 28 percent, with users having then visited the website eight times a month, on average.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=2" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Since the early advent of technology, the Internet has completely changed the way people relate to advertisements. As computers prices decreased, online content became accessible to a large portion of the world's population.<sup id="cite_ref-Display_advertising_-_Guide_2-1" class="reference"><a href="#cite_note-Display_advertising_-_Guide-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> This change has modified the way people are exposed to media and advertising and has led to the creation of online channels through which advertisements can reach users.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> </p><p>The first type of relationship between a website and an advertiser was a straightforward, direct partnership. This partnership model implies that the advertiser promoting a product or service pays the website (also known as a publisher) directly for a certain amount of ad impressions. The first digital ad, called a <a href="/wiki/Banner_ad" class="mw-redirect" title="Banner ad">banner ad</a>, was run in 1994 by AT&T on a site called HotWired.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p><p>As time went on, publishers began creating thousands of websites, leading to millions of pages with unsold ad space. This gave rise to a new set of companies called <a href="/wiki/Advertising_network" title="Advertising network">Ad Networks</a>.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> The ad network acted as a broker, buying unsold ad space from multiple publishers and packaged them into audiences to be sold to advertisers. This second wave of advertiser-publisher relationships rapidly gained popularity as it was convenient and useful for buyers who often found themselves paying a lower price yet receiving enhanced <a href="/wiki/Targeted_advertising" title="Targeted advertising">targeting</a> capabilities through ad networks. </p><p>The third and most recent major development that shaped the advertiser-publisher ecosystem started occurring in the late 2000s when widespread adoption of <a href="/wiki/Real-time_bidding" title="Real-time bidding">RTB (real time bidding) technology</a> took place. Also referred to as programmatic bidding, RTB allowed companies representing buyers and sellers to bid on the price to show an ad to a user every time a banner ad is loading. When a page loads during a user visit, there are thousands of bids occurring from advertisers to serve an ad to that user, based on each company's individual algorithms. With this most recent change in the industry, more and more ads are being sold on a single-impression basis, as opposed to in bulk purchases. </p> <div class="mw-heading mw-heading3"><h3 id="Programmatic,_Real_time_bidding_(RTB)"><span id="Programmatic.2C_Real_time_bidding_.28RTB.29"></span>Programmatic, Real time bidding (RTB)</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=3" title="Edit section: Programmatic, Real time bidding (RTB)"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Programmatic display advertising, or <a href="/wiki/Real-time_bidding" title="Real-time bidding">real time bidding (RTB)</a>, transformed the way digital display advertising is bought and managed in recent years. Rather than placing a booking for advertising directly with a website, advertisers will manage their activity through a (<a href="/wiki/Demand_side_platform" class="mw-redirect" title="Demand side platform">demand side platform</a>), and bid to advertise to people in real time, across multiple websites, based on targeting criteria. This method of advertising quickly gained popularity, as it allows for more control for the advertiser (or agency), including of the individual target audience, rather than just the website. It has become a threat to website operators and generally the cost paid for advertising in this way is less than the old method and so the earning potential for them is reduced.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (January 2020)">citation needed</span></a></i>]</sup> </p><p>Programmatic is not without its drawbacks, as without the appropriate management adverts can appear against unsavoury content or inappropriate news topics. This issue became front-page news in February 2017,<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> when advertisers on <a href="/wiki/YouTube" title="YouTube">YouTube</a> were found displayed on terror group websites and fake news sites. As a result, a number of major advertisers paused all of their online advertising until they could put the appropriate measures in place to prevent this occurring again.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p><p>Other issues can arise from this method of buying display ads, for example since <a href="/wiki/Demand-side_platform" title="Demand-side platform">DSPs</a> mostly buy from inventory on the public <a href="/wiki/Ad_exchange" title="Ad exchange">ad exchanges</a>, the quality of the impressions bought can often be questionable and low value. in response to this, in the past few years we have seen the proliferation and use of private deals through <a href="/wiki/Private_marketplace" class="mw-redirect" title="Private marketplace">PMPs</a>. </p> <div class="mw-heading mw-heading3"><h3 id="First_online_advertisement">First online advertisement</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=4" title="Edit section: First online advertisement"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The birthday of the first banner display on the World Wide Web was on 27 October 1994. It appeared on <a href="/wiki/HotWired" title="HotWired">HotWired</a>, the first commercial web magazine.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p><p>The COCONET online service had graphical online banner ads starting in 1988 in San Diego, California. </p><p>The PRODIGY service, launched also in 1988, had banner ads as well. </p> <div class="mw-heading mw-heading2"><h2 id="Operations">Operations</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=5" title="Edit section: Operations"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Accounts_department">Accounts department</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=6" title="Edit section: Accounts department"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The accounts department meet with the client to define campaign goals and translate those goals into a creative brief to be forwarded to the creative department. </p> <div class="mw-heading mw-heading3"><h3 id="Creative_department">Creative department</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=7" title="Edit section: Creative department"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The role of the creative team is to conceptualise and create the advert. They have to develop a creative execution that will be compelling enough to drive a customer to buy a product or a service. The team often consists of a mix of copy writers and graphic designers who use their respective skillsets to communicate via copy and visuals.<sup id="cite_ref-Display_advertising_-_Guide_2-2" class="reference"><a href="#cite_note-Display_advertising_-_Guide-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Media_planner">Media planner</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=8" title="Edit section: Media planner"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>People have to test in which way the user experiences all the information of a data visualization. For this reason, they have to study the users' response to sounds, image, and motion. They have to be aware of everything that is digitally consumed, to know all the newest technologies and media solutions, and to help all the other departments to find the best way to reach the object's campaign. </p> <div class="mw-heading mw-heading3"><h3 id="Ad_operations">Ad operations</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=9" title="Edit section: Ad operations"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Ad Operations, or 'Ad ops', are the people who ensure that the ad is physically delivered to the correct website at the correct time. They do this by uploading the ad into the advertiser's ad server so that it can be delivered to the website and displayed to the end user who will see it. They are also responsible of delivering 100% of the advertiser's budget in an ad campaign by regularly tracking the ad campaign performance and optimizing it towards the advertiser's KPIs. </p> <div class="mw-heading mw-heading3"><h3 id="Ad_server">Ad server</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=10" title="Edit section: Ad server"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Ad servers helps manage digital display advertisements. It is an advertising technology (ad tech) tool that, throughout a platform, administrates the ads and their distribution. It is basically a service or technology for a company that takes care of all the ad campaign programs and by receiving the ad files it is able to allocate them in different websites.<sup id="cite_ref-Display_advertising_-_Guide_2-3" class="reference"><a href="#cite_note-Display_advertising_-_Guide-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> The ad server is responsible for things such as the dates by which the campaign has to run on a website; the rapidity in which an ad as to be spread and where (geographic location targeting, language targeting.. ); controlling that an ad is not overseen by a user by limiting the number of visualisations; proposing an ad on past behaviour targeting. </p><p>There are different types of ad servers. There is an ad server for publishers that helps them to launch a new ad on a website by listing the highest ads' price on its and to follow the ad's growth by registering how many users it has reached. There is an ad server for advertisers that helps them by sending the ads in the form of HTML codes to each publisher. In this way, it is possible to open the ad in every moment and make changes of frequency for example, at all times. Lastly, there is an ad server for ad networks that provides information as in which network the publisher is registering an income and which is the daily revenue. </p> <div class="mw-heading mw-heading3"><h3 id="Importance_of_formats_of_display_ads">Importance of formats of display ads</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=11" title="Edit section: Importance of formats of display ads"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Two students of the "Amsterdam school of Communication Research ASCor" have run studies about the audience reactions to different display advertising formats. In particular, they took into consideration two different types of format (sponsored content and banner advertising) to demonstrate that people react and perceive formats in different ways, positive and negative.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> For this reason, it is important to choose the right format because it will help to make the most of the medium. It is also possible to add: </p> <ul><li>Video;</li> <li><a href="/wiki/Rich_Media" class="mw-redirect" title="Rich Media">Rich Media</a> Ads (Expandables): flash files that may expand when the user interacts on mouseover (polite), or auto- initiated (non-polite);</li> <li>Overlays: ads that appear above content and that are possible to remove by clicking on a close button;</li> <li><a href="/wiki/Interstitial_webpage" title="Interstitial webpage">Interstitials</a>: Ads that are displayed on web pages before expected content (before the target page is displayed on the user's screen);</li> <li>Sponsorship: including a logo or adding a brand to the design of a website. This can also can fall under <a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a>, which is an ad that can seem like Editorial, or "In-Feed", but has really been paid for by the advertiser<sup id="cite_ref-Display_advertising_-_Guide_2-4" class="reference"><a href="#cite_note-Display_advertising_-_Guide-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></li></ul> <figure typeof="mw:File/Thumb"><a href="/wiki/File:Standard_web_banner_ad_sizes.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/4/43/Standard_web_banner_ad_sizes.svg/400px-Standard_web_banner_ad_sizes.svg.png" decoding="async" width="400" height="376" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/4/43/Standard_web_banner_ad_sizes.svg/600px-Standard_web_banner_ad_sizes.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/4/43/Standard_web_banner_ad_sizes.svg/800px-Standard_web_banner_ad_sizes.svg.png 2x" data-file-width="1160" data-file-height="1090" /></a><figcaption>IAB standard ad sizes. This illustration has been reduced in size. <a href="//upload.wikimedia.org/wikipedia/commons/4/43/Standard_web_banner_ad_sizes.svg" class="internal" title="Standard web banner ad sizes.svg">See actual sizes</a>.</figcaption></figure> <p>To help to better select the right format for the type of ad, <a href="/wiki/Interactive_Advertising_Bureau" title="Interactive Advertising Bureau">Interactive Advertising Bureau</a> has realized a Display Standard Ad Unit Portfolio that works as a guideline that can be followed by the creatives. The IAB ad sizes as of 2007 are :<sup id="cite_ref-y2007_16-0" class="reference"><a href="#cite_note-y2007-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p> <ul><li>Rectangles and Pop-Ups<sup id="cite_ref-y2000_17-0" class="reference"><a href="#cite_note-y2000-17"><span class="cite-bracket">[</span>a<span class="cite-bracket">]</span></a></sup> <ul><li><b>Medium rectangle: 300 x 250</b></li> <li><code>Square pop-up: 250 x 250</code></li> <li><code>Vertical rectangle: 240 x 400</code></li> <li><code>Large rectangle: 336 x 280</code></li> <li><b>Rectangle: 180 x 150</b></li> <li><code>3:1 Rectangle: 300 x 100</code><sup id="cite_ref-y2007a_18-0" class="reference"><a href="#cite_note-y2007a-18"><span class="cite-bracket">[</span>b<span class="cite-bracket">]</span></a></sup></li> <li><code>Pop-Under: 720 x 300</code><sup id="cite_ref-y2007a_18-1" class="reference"><a href="#cite_note-y2007a-18"><span class="cite-bracket">[</span>b<span class="cite-bracket">]</span></a></sup></li></ul></li> <li>Banners and Buttons <ul><li><code>Full banner: 468 x 60</code></li> <li><code>Half banner: 234 x 60</code></li> <li>Micro bar: 88 x 31</li> <li><code>Button 1: 120 x 90</code></li> <li>Button 2: 120 x 60</li> <li><code>Vertical banner: 120 x 240</code></li> <li><code>Square button: 125 x 125</code></li> <li><b>Leaderboard: 728 x 90</b><sup id="cite_ref-y2003a_21-0" class="reference"><a href="#cite_note-y2003a-21"><span class="cite-bracket">[</span>c<span class="cite-bracket">]</span></a></sup></li></ul></li> <li>Skyscrapers<sup id="cite_ref-y2000_17-1" class="reference"><a href="#cite_note-y2000-17"><span class="cite-bracket">[</span>a<span class="cite-bracket">]</span></a></sup> <ul><li><b>Wide skyscraper: 160 x 600</b></li> <li><code>Skyscraper: 120 x 600</code></li> <li>Half-page: 300 x 600<sup id="cite_ref-y2004a_23-0" class="reference"><a href="#cite_note-y2004a-23"><span class="cite-bracket">[</span>d<span class="cite-bracket">]</span></a></sup></li></ul></li></ul> <p>Those sizes that are bold above are part of the Universal Ad Package.<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup><code>Grayed</code> entries were delisted after the update in 2011.<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Standard banner ad sizes are constantly evolving due to consumer creative fatigue and banner blindness. Ad companies consistently test performance of ad units to ensure maximum performance for their clients. IAB has updated its guideline bi-annually. </p><p>In 2015, IAB announced advertising creative guidelines for display & mobile, considering HTML5.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p> <div class="thumb tnone" style="margin-left:auto;margin-right:auto;overflow:hidden;width:auto;max-width:476px"><div class="thumbinner"><div class="noresize" style="overflow:auto"><span typeof="mw:File"><a href="/wiki/File:Qxz-ad39.png" class="mw-file-description" title="Typical web banner, sized 468×60 pixels."><img alt="" src="//upload.wikimedia.org/wikipedia/commons/b/b0/Qxz-ad39.png" decoding="async" width="468" height="60" class="mw-file-element" data-file-width="468" data-file-height="60" /></a></span></div><div class="thumbcaption"><div class="magnify"><a href="/wiki/File:Qxz-ad39.png" title="File:Qxz-ad39.png"> </a></div>Typical <a href="/wiki/Web_banner" title="Web banner">web banner</a>, sized 468×60 pixels.</div></div></div> <p>In 2017 IAB also introduced the new guidelines, featuring adjustable ad formats, as well as the guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> </p><p>Fixed size ad spec is:<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> </p> <table class="wikitable"> <caption> </caption> <tbody><tr> <th style="text-align:left">Ad unit Name </th> <th>Fixed Size (px) </th></tr> <tr> <th scope="row" style="text-align:left">Billboard </th> <td>970 x 250 </td></tr> <tr> <th scope="row" style="text-align:left">Smartphone Banner </th> <td>300 x 50、320 x 50 </td></tr> <tr> <th scope="row" style="text-align:left">Leaderboard </th> <td>728 x 90 </td></tr> <tr> <th scope="row" style="text-align:left">Super Leaderboard/Pushdown </th> <td>970 x 90 </td></tr> <tr> <th scope="row" style="text-align:left">Portrait </th> <td>300 x 1050 </td></tr> <tr> <th scope="row" style="text-align:left">Skyscraper </th> <td>160 x 600 </td></tr> <tr> <th scope="row" style="text-align:left">Medium Rectangle </th> <td>300 x 250 </td></tr> <tr> <th scope="row" style="text-align:left">120x160 </th> <td>120 x 160 </td></tr> <tr> <th scope="row" style="text-align:left">Mobile Phone Interstitial </th> <td>640 x 1136、750 x 1334、1080 x 1920 </td></tr> <tr> <th scope="row" style="text-align:left">Feature Phone Small Banner </th> <td>120 x 20 </td></tr> <tr> <th scope="row" style="text-align:left">Feature Phone Medium Banner </th> <td>168 x 28 </td></tr> <tr> <th scope="row" style="text-align:left">Feature Phone Large Banner </th> <td>216 x 36 </td></tr></tbody></table> <div class="mw-heading mw-heading4"><h4 id="Ad_Fatigue_or_Ads_boredom">Ad Fatigue or Ads boredom</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=12" title="Edit section: Ad Fatigue or Ads boredom"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Display advertising Fatigue is the term used to describe the state in which consumers lose their sensitivity to or responsiveness to display advertising as a result of prolonged exposure to them. This may lead to poorer click-through rates (CTR), lower engagement rates, and a general decline in the efficacy of ad campaigns. Digital advertising strategies that largely rely on Re-targeting or repetitive exposure across websites and platforms are more likely to face the issue of display ad fatigue. Most common example of ad fatigue is Youtube Ads, Published by Google Ads Advertisers around the world. </p> <div class="mw-heading mw-heading5"><h5 id="Reasons_for_Fatigue_from_Display_Ads">Reasons for Fatigue from Display Ads</h5><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=13" title="Edit section: Reasons for Fatigue from Display Ads"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Overexposure: If users see the same advertisements too often, they may grow irritated or stop noticing them altogether. </p><p>Lack of Variety: Users may become disinterested if they always encounter the same messaging or creatives ads. </p><p>Inadequate Targeting: Users may become disengaged or uninterested in ads that are not tailored or relevant to them. </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=14" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Internet_marketing" class="mw-redirect" title="Internet marketing">Internet marketing</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/Pop-up_ad" title="Pop-up ad">Pop-up ad</a></li> <li><a href="/wiki/Interstitial_webpage" title="Interstitial webpage">Interstitial webpage</a></li> <li><a href="/wiki/Interactive_media" title="Interactive media">Interactive media</a></li> <li><a href="/wiki/Hover_ad" class="mw-redirect" title="Hover ad">Hover ad</a></li> <li><a href="/wiki/Affiliate_marketing" title="Affiliate marketing">Affiliate marketing</a></li> <li><a href="/wiki/Pay_per_click" class="mw-redirect" title="Pay per click">Pay per click</a></li> <li><a href="/wiki/Site_retargeting" title="Site retargeting">Site Retargeting</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="Notes">Notes</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=15" title="Edit section: Notes"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-lower-alpha"> <div class="mw-references-wrap"><ol class="references"> <li id="cite_note-y2000-17"><span class="mw-cite-backlink">^ <a href="#cite_ref-y2000_17-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-y2000_17-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">This group was added around the beginning of 2000.</span> </li> <li id="cite_note-y2007a-18"><span class="mw-cite-backlink">^ <a href="#cite_ref-y2007a_18-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-y2007a_18-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">Added in 2007 update.<sup id="cite_ref-y2007_16-1" class="reference"><a href="#cite_note-y2007-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup></span> </li> <li id="cite_note-y2003a-21"><span class="mw-cite-backlink"><b><a href="#cite_ref-y2003a_21-0">^</a></b></span> <span class="reference-text">Added in 2003 update.<sup id="cite_ref-y2002_19-0" class="reference"><a href="#cite_note-y2002-19"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-y2003_20-0" class="reference"><a href="#cite_note-y2003-20"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup></span> </li> <li id="cite_note-y2004a-23"><span class="mw-cite-backlink"><b><a href="#cite_ref-y2004a_23-0">^</a></b></span> <span class="reference-text">Added in 2004 update.<sup id="cite_ref-y2003_20-1" class="reference"><a href="#cite_note-y2003-20"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-y2004_22-0" class="reference"><a href="#cite_note-y2004-22"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Digital_display_advertising&action=edit&section=16" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239543626"><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon 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Retrieved <span class="nowrap">21 March</span> 2021</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=IAB&rft.atitle=IAB+NEW+STANDARD+AD+UNIT+PORTFOLIO+TRANSITION+GUIDE+JULY+2017&rft_id=https%3A%2F%2Fwww.iab.com%2Fwp-content%2Fuploads%2F2017%2F07%2FIABNewAdPortfolio_Transition_Guide_2017-07.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3ADigital+display+advertising" class="Z3988"></span></span> </li> <li id="cite_note-30"><span class="mw-cite-backlink"><b><a href="#cite_ref-30">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.iab.com/wp-content/uploads/2019/04/IABNewAdPortfolio_LW_FixedSizeSpec.pdf">"IAB New Ad Portfolio Fixed Size Ad Specifications"</a> <span class="cs1-format">(PDF)</span>. <i>IAB</i><span class="reference-accessdate">. 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