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Guide to Digital Display Advertising

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this is a 2017 guide to the digital

display market

from the iab to understand how far we

have come in the last 20 years of

online display trading we need to start

from the beginning

in the beginning an advertiser or an

agency representing an advertiser

would work directly with a publisher to

purchase ad space on their website

this could be done on a tenancy basis

with every visitor to the website

being shown the same message or the

advertiser could purchase a share of the

total impressions

paid for at a cost per thousand rate

publishers who were unable to monetize

all of their available inventory

would sell on their remnant impressions

to add networks

who would aggregate supply from multiple


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