Catalina Goanta (17/12/2021). Online Advertising (Ads). In Belli, L.; Zingales, N. & Curzi, Y. (Eds.), Glossary of Platform Law and Policy Terms (online). FGV Direito Rio. https://platformglossary.info/online-advertising-ads/.
Author: Catalina Goanta
Online advertising can be defined as the industry of Internet marketing/advertising, as well as the technologies (AdTech) and practices characterizing this industry. Online advertising has two important features distinguishing it from traditional advertising: measurability and targetability (Goldfarb, Tucker, 2011). Among the main types of online advertising, we can distinguish display advertising, search advertising, and social media advertising (Goldfarb, Tucker, 2011)1.
Display ads are mainly used on regular websites and entail the display of banners or audio-visual ads. Search advertising entails that ads are featured at the top of search results returned from a search engine query. Both types of advertising evolved to also include so-called ‘ad auctions’ and ‘real-time bidding’, which involve the buying and selling of advertising via programmatic instantaneous auctions (Information Commissioner’s Office, 20192; Google, 20203). Social media advertising uses elements of display and searches advertising, combined with native advertising models such as influencer marketing (see also the entries for ‘content/web monetization’ and ‘influencers/content creators)’.
- Goldfarb, A., Tucker, C. (2011). Chapter 6-online advertising. Advances in Computers, 81, 289-315.
- Information Commissioner’s Office. (2019). Update report into AdTech and real-time bidding. Available at: https://ico.org.uk/media/about-the-ico/documents/2615156/adtech-real-time-bidding-report-201906.pdf.
- Google. How the Google Ads auction works. Available at: https://support.google.com/google-ads/answer/6366577?hl=en.