Display advertising is a major source of revenue for many of the online publishers and content providers. Historically …, display advertising impressions have been sold through pre-negotiated contracts, known as reservation contracts, between …

, the philosophy of advertising is significantlychanging. Most businesses realize that the dayswhen they relied on three … to standardizedadvertising. Many of them begin to adopt moreindividualized advertising approaches, empowered byInternet … technologies.This book outlines three fundamental strategies of advertising:standardized, targeted, and individua …