The abbreviation "ad", derived from the English term advertising, is used in combination with other terms for web advertising: To measure their efficiency, to generate contacts, to arouse interest or to sell services and products.
In the case of online advertising, the presentation of products and services takes place on special advertising spaces called banners, which are placed around the content or can also be placed in the content. The banners have standardized banner formats on which the offer is presented statically or dynamically. The advertising formats are named with American words: Skyscraper and Half Page, Rectangle, Content Banner and Wallpaper, Flash Layer, Pop-Up Banner and Superstitial Banner. Apart from the mentioned advertising formats, there are various other advertising offers. One of the more popular ones is the thematically optimized classified ads, the AdWords.
To increase the efficiency of web advertising there are certain display techniques. Frequency Cap or Ad Rotation are such techniques where the advertising presentation changes constantly or the visitor sees it only a few times. In addition, the use of collaborative filtering( CF) can help optimize online advertising because CF techniques identify the behaviors and buying patterns of target audiences.
Like no other form of advertising, web advertising, and especially search engine advertising, offers various characteristics and billing models with which the number of users, contacts and efficiency can be evaluated and which are of relevance to advertising technology: Page impressions and ad impressions, ad view time, ad click rate, cost per click( CPC), cost per lead( CPL), cost per order( CPO), cost per thousand ( CPM) and some more.