The Future of Internet Advertising
Internet advertising is bound to grow significantly in years to come. Three days ago, Yahoo! announced the acquisition of RightMedia, a web advertising market place for $680 million in cash and Yahoo stock. This follows last months Google’s acquisition of DoubleClick, an ad management company for $3.1 billion in cash. The internet giants are at war in attempt to secure as much of the online ad space as currently possible. These acquisitions are a sign that internet advertising is on the rise and the long-term strategy of these giants, counts on it to continue to do so.
The internet as a medium allows advertisers to collect user data, which translates to contextual advertising that is better targeted. Impressions, clicks, and conversions are all carefully stored and tracked. Advertisers will learn how to improve their ad content to get better results and higher conversion rates. In addition, the internet is a better medium to call users into action. Advertisements on the internet serve a much larger purpose than just branding and promotion; they actually have the power to convert an impression to a customer.
