Christy Belden, VP of Media + Marketing, presented on digital advertising. Topics covered included digital advertising industry statistics, media buying, ad targeting, ad networks vs. direct publisher, current tends and best practices.

34. Skyscraper Half Page
160x600 300x600
Medium Rectangle
300x250
Small Rectangle
180x150
Leaderboard
728x90

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+

39. +
+

41. 1 2 3 4
5 6 7 8
9

42. 1 2 3
4 5 6
7 8 9

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+

45. 1
2
3

46. 1
2
3

47. 1
2
3

50. Pushdown Ad
Starts as thin ad that expands to take up most “above the fold” space
upon click or rollover

51. Fixed Placement Ad
Ad stays with you as you scroll up/down through content

52. Pushdown Ad
Extra-large ad for high impact/visibility

54. Resources: DoubleClick, PointRoll Industry Data (2009), Atlas 2007-2010

68. A user makes a request to
a web site by typing in the
URL or clicking a link
The ad server delivers the A page request is made to
appropriate ad to the the web server…
page and generates ad tag
for each site placement
…which can make a
request to the ad server
The web server delivers
the requested page to the
user’s browser