A Practical Guide to Display Advertising
Google's DoubleClick deal and automated ad exchanges are changing how display inventory gets bought, as a shaky economy forces advertisers to justify spend.
Topic
Display Advertising
How Display Advertising Changed Digital Marketing in 2008
2008 closed the Google-DoubleClick deal, tested Facebook's Beacon into a lawsuit and shutdown, then hit a recession forcing advertisers to prove real return.
Case Study: Winning With Display Advertising
An illustrative 2007 scenario of a mid-size retailer moving from static banner buys to targeted, frequency-capped display advertising that moved the numbers.
Display Advertising Trends Shaping 2007
2007's display advertising market was reshaped by acquisitions like Google-DoubleClick and Microsoft-aQuantive, plus the rise of rich media and pre-roll ads.