Reklama w Internecie

Chapter discusses the phenomenon of Internet advertising, presents the circumstances of its creation and development, as well as the most important forms and mechanism. For a more complete description it concerns three aspects: the classification of various forms of Web advertising, models its accounting and targeting mechanisms. In the framework of the presentation of the first aspects has been widely discussed with unions search market, including Google’s AdWords and the advertising displayed on your screen. The last part discusses the sample formats. These aspects are places against the background of the economic, social and technological context of Web advertising, which allows one to identify key trends and the effects of this advertising. The core is supplemented with the description of the changes made by mobile devices and social networking sites, and is closed by the short overview on analytical techniques used to evaluate online advertising. As a lat part of the presentation advertising products from Onet are being analyzed as a case study. Especially one can meet a detailed description of the most important Internet advertising formats and selected technology for example associated with the display of video footage.