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. | Business Model | Description | Examples | |
. | Direct Advertising | Advertiser and publisher get in direct touch and sign a direct business agreement for display advertising or other promotional initiatives. | | |
. | Self-service Advertising | Advertising approach where campaigns, positioning, visuals and copy are specified by the advertiser through an online self-service process. | Blogads | Google AdWords |
. | Ad Networks | Ad networks connect and mediate advertisers inventory with publishers websites. Ad networks generally serve untargeted campaigns striving to make the largest number of impressions at the lower cost possible. | ValueClick Media | Tribal Fusion |
. | Contextual Advertising | Advertising targeted to content. Ads are not displayed at random, but selected and served by automated systems based on the content to which they are displayed next to. | Google AdSense | Yahoo! Publisher Network |
. | Twitter Advertising | Advertisement are served as tweets from advertisers which provide short, keyword-built ads, and delivered to users whose message stream content matches the selected keywords. | Magpie | Twittad |
. | In-Text Advertising | In-text advertising systems automatically link specific words within web published content to relevant advertising content. | Kontera | Vibrant In-Text Ad |
. | Ad Network Optimization | Ad Optimization services evaluate and select in real-time best paying ads to be served at any time on any web page of a site by evaluating all possible alternatives and while efficiently selecting the most appropriate ad sizes, and visual formatting characteristics. | PubMatic | YieldBuild |
. | Rep Ad Agencies | Advertising agencies that represent specific blogs and web sites and who mediate the sale of large campaigns with big brands and large media advertising agencies. | Federated Media | Tribal Fusion |
. | Social Advertising | Advertising for social media. Unlike traditional advertising, this form of advertising leverages social influence dynamics such as peer pressure, word of mouth, viral marketing and direct person-to-person recommendations. | VideoEgg | Meebo |
. | Video Advertising | Form of advertising targeted to video content. Many different formats are available, including contextual and dynamic ads which can be displayed before, after, during, over and around any specific video content. | Voxant | AdSense for Video |
. | RSS Advertising | Ads displayed inside an RSS feed, which can be contextual to the content of the RSS feed or manually targeted to serve specific sponsorship or advertising needs. | Pheedo | Feedvertising |
. | Sponsorship | Sponsorship is a financial aid or the provision of products or services to a property in return for access to the exploitable commercial potential associated with that property. Online sponsorships are an alternative strategy to those media properties that have a specific focus and prefer to endorse extensively one product or brand across their site and distribution channels, rather than plaster their content with much distracting and non-relevant advertising. | | |