{"id":6323,"date":"2016-09-06T11:17:07","date_gmt":"2016-09-06T15:17:07","guid":{"rendered":"https:\/\/www.kaspersky.co.in\/blog\/?p=6323"},"modified":"2017-09-24T20:10:37","modified_gmt":"2017-09-24T14:40:37","slug":"how-internet-ads-work","status":"publish","type":"post","link":"https:\/\/www.kaspersky.co.in\/blog\/how-internet-ads-work\/6323\/","title":{"rendered":"How Internet ads work"},"content":{"rendered":"<div class=\"entry-content\">\n<div>\n<p>For centuries, advertising was fundamentally unidirectional. A company blasted out advertising and the public \u2014 actually, not a very predictable portion of the public \u2014 received it. That\u2019s still the case with traditional media \u2014radio, TV, magazines, billboards, and so forth. The advertiser has an approximate idea of how many people might see or hear the advertisement, but detailed information is out of reach \u2014 how many people <em>actually<\/em> viewed it? How many of them were interested in the advertised product or service? How old are they? Where are they from? Not to mention a hundred other questions that could help the company convert viewers into customers.<\/p>\n<p><a href=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/36\/2016\/09\/05085630\/internet-ads-featured-1-1024x672.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-12905\" src=\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/36\/2016\/09\/05085630\/internet-ads-featured-1-1024x672.jpg\" alt=\"How Internet ads work\" width=\"1280\" height=\"840\"><\/a><\/p>\n<p>With digital media, advertisers gain powerful tools to learn more about the people who are exposed to their ads. Or, looking at it from the consumer side, digital media gives advertisers powerful ways to spy on you and effectively sell you stuff you never wanted to buy until they reached you.<\/p>\n<p>Essentially, with ad tools and digital media, advertising becomes bidirectional. The result is more effective and targeted marketing investments. A good web marketing campaign requires specialists who know how to develop, publish, and monitor it, and it almost always yields the expected returns. That\u2019s why worldwide ad spending is going to reach $674 billion by the end of 2020 by <a href=\"http:\/\/www.emarketer.com\/Article\/Worldwide-Ad-Spending-Growth-Revised-Downward\/1013858\" target=\"_blank\" rel=\"noopener nofollow\">eMarketer estimates<\/a>.<\/p>\n<p>Here we take a quick journey through digital marketing and how it affects us all. We\u2019ll look at what digital marketing is and how it has evolved. We\u2019ll also reveal some tactics ad agencies use to make inroads to the toughest customers.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Make your web surfing completely private <a href=\"https:\/\/t.co\/xWkXlPVJrt\" target=\"_blank\" rel=\"noopener nofollow\">https:\/\/t.co\/xWkXlPVJrt<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/privacy?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#privacy<\/a> <a href=\"https:\/\/t.co\/IYuGcLENvA\" target=\"_blank\" rel=\"noopener nofollow\">pic.twitter.com\/IYuGcLENvA<\/a><\/p>\n<p>\u2014 Kaspersky (@kaspersky) <a href=\"https:\/\/twitter.com\/kaspersky\/status\/705845617210363905?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">March 4, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<div class=\"embed\"><strong>\u00a0The players<\/strong><\/div>\n<p>It may seem as though <em>everyone<\/em> has something to sell you. Publisher, advertiser, affiliate\u2026everyone finds you fascinating! When I hear about marketing and read articles, I often see a lot of confusion about the entities involved in digital marketing. Let\u2019s cut through the confusion with a few brief but clear definitions.<\/p>\n<p>The <b>advertiser<\/b> (or merchant) kicks things off. This company wants to create an advertising campaign to promote its brand, product, or service. The advertiser pays for the promotion.<\/p>\n<p>Then there may be an <b>advertising agency<\/b> to act as an intermediary. In many cases, the advertiser doesn\u2019t have the knowledge and experience to create and lead an effective marketing campaign. Creativity and know-how are key, and ad agencies provide those. An ad agency can manage a marketing campaign from planning to publishing and beyond.<\/p>\n<p>The last piece of the puzzle is the <b>publisher<\/b> (or affiliate), an individual or organization that places advertising on digital platforms. Increasingly, big publishers provide full service in advertising, taking on the role of the ad agency as well.<\/p>\n<p>You may have heard the term <b>affiliate networks<\/b> as well. Affiliate networks are virtual spaces where advertisers find publishers and vice versa. Advertisers sign up, load their campaigns, and chose which affiliate program is most suitable. Publishers, in turn, join a network and offer their inventory in exchange for revenue.<\/p>\n<h3>The money<\/h3>\n<p>A variety of payment models exist. With <b>pay-per-impression<\/b> (or cost-per-impression, CPM), the advertiser pays a fee each time an ad is displayed, regardless of whether the user clicks on it.<\/p>\n<p>Another model, <b>pay-per-click<\/b> (or PPC or CPC) has the advertiser paying the publisher each time the ad is clicked.<\/p>\n<p>Finally, <b>pay-per-action<\/b> is a performance-based model. The advertiser pays each time an agreed action is performed by the user \u2014 signing up, say, or registering for a newsletter, buying a product, completing a survey, and so forth.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">The scary side of <a href=\"https:\/\/twitter.com\/hashtag\/big?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#big<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/data?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#data<\/a> <a href=\"http:\/\/t.co\/jka3ZJSK6R\" target=\"_blank\" rel=\"noopener nofollow\">http:\/\/t.co\/jka3ZJSK6R<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/bigdata?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#bigdata<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/analytics?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">#analytics<\/a> <a href=\"http:\/\/t.co\/9beTnrKice\" target=\"_blank\" rel=\"noopener nofollow\">pic.twitter.com\/9beTnrKice<\/a><\/p>\n<p>\u2014 Kaspersky (@kaspersky) <a href=\"https:\/\/twitter.com\/kaspersky\/status\/634727788784820229?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener nofollow\">August 21, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<div class=\"embed\">\n<h3>Where there is money, there are criminals<\/h3>\n<\/div>\n<p>Given the simplicity of the payment models above, it might seem easy to cheat the system and generate fake traffic. That is partly true, although anti-fraud systems mitigate the problem.<\/p>\n<p>One of the simplest methods for generating clicks is <b>paid-to-click<\/b>, which actually is not a scam: Real people really are rewarded for clicking on ads. This \u201ceasy money\u201d scheme is fairly well known. People get drawn in by promises of getting big money for doing almost nothing \u2014 just clicking links a few hours a day. In reality, you would have to click all day, quickly and without breaks, to make even a few bucks.<\/p>\n<p>Another method involves automated scripts, such as <b><a href=\"https:\/\/en.wikipedia.org\/wiki\/clickjacking\" target=\"_blank\" rel=\"noopener nofollow\">ClickJacking<\/a><\/b>. By using this technique, criminals can trick users and \u201chijack\u201d clicks on some objects, routing them to another page.<\/p>\n<p>Then there is malware that can make <a href=\"https:\/\/www.kaspersky.com\/blog\/botnet\/1742\/\" target=\"_blank\" rel=\"noopener nofollow\">botnets<\/a> capable of generating traffic on infected computers for pay-per-click campaigns. <a href=\"https:\/\/securelist.com\/threats\/trojan-clicker\/\" target=\"_blank\" rel=\"noopener\">Trojan-Clicker<\/a> is the most prevalent click-fraud malware. This code remains in system memory and attempts to connect to specific Internet resources, such as online ads. That damages not only the digital marketing system, but also the users who unknowingly take part in the fraud.<\/p>\n<blockquote class=\"twitter-pullquote\"><p>How Internet ads attract fraudsters and Trojans<\/p>\n<p><a class=\"btn btn-twhite\" href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fkas.pr%2F3Gb4&amp;text=How+Internet+ads+attract+fraudsters+and+Trojans\" target=\"_blank\" rel=\"noopener nofollow\">Tweet<\/a><\/p><\/blockquote>\n<p>The above is just a small taste of the basic concepts of digital advertising. In the next installment we will write about the evolution of Web advertising, from outdated static banners to the most recent successful trends, focusing on ad exchange platforms and real-time bidding. In the last article of the series, we will discuss about the most recent digital tools that boosted the Web advertising \u2014 namely, methods that give advertisers a close-up view of you and other consumers. Last but not least, we will discuss how to avoid those omnipresent spying tools. Stay tuned!<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>For centuries, advertising was fundamentally unidirectional. A company blasted out advertising and the public \u2014 actually, not a very predictable portion of the public \u2014 received it. That\u2019s still the<\/p>\n","protected":false},"author":707,"featured_media":6324,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[785,1190,1000,1832,43,1164,698],"class_list":{"0":"post-6323","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"tag-ads","9":"tag-advertising","10":"tag-big-data","11":"tag-marketing","12":"tag-privacy","13":"tag-private-browsing","14":"tag-trojans"},"hreflang":[{"hreflang":"en-in","url":"https:\/\/www.kaspersky.co.in\/blog\/how-internet-ads-work\/6323\/"},{"hreflang":"zh","url":"https:\/\/www.kaspersky.com.cn\/blog\/how-internet-ads-work\/4763\/"}],"acf":[],"banners":"","maintag":{"url":"https:\/\/www.kaspersky.co.in\/blog\/tag\/ads\/","name":"ads"},"_links":{"self":[{"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/posts\/6323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/users\/707"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/comments?post=6323"}],"version-history":[{"count":1,"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/posts\/6323\/revisions"}],"predecessor-version":[{"id":7788,"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/posts\/6323\/revisions\/7788"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/media\/6324"}],"wp:attachment":[{"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/media?parent=6323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/categories?post=6323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaspersky.co.in\/blog\/wp-json\/wp\/v2\/tags?post=6323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}