Instead, let’s go back to first principles and focus on the nature of online advertising, and why – at its core – it has become a corrupt and dangerous thing. The Internet promised to change all that, transforming the enormous advertising industry from something that was mostly wasteful into a hyperefficient, hypereffective commercial matchmaker. Some companies list a few jobs on big job boards like but have a much larger list of openings on their private website.
It is frequently argued that the advertising industry will provide sufficient innovation to replace the loss of traditional ads on traditional mass media. The consumers are given the power to control the opportunity in establishing an on-line participation through the use of internet (Cartellieri 1997; Kim 2001).
Display advertising uses demographic and geographic targeting – capturing users’ cookie and browser history to determine demographics, location, and interests – to target appropriate ads to those browsers. In 1996, the first major change to online advertising came when Hewlett-Packard embedded Pong (the first video arcade game) into a banner ad, creating one of the first interactive ads on the Internet.
When the icon is clicked, the consumer is able to identify the companies involved in serving such ads to them, and see a description of each company’s data collection and use practices. Now that businessmen have engaged themselves into doing business online, the need to advertise a product has become the quintessential factor in online advertising strategy.
We are the largest per capita e-commerce market in the world and that could not be the case without exceptional advertising. However, I have discovered a way around that and it involves what I call end-around advertising. The Federal Bureau of Prisons’ web page offers an inmate locator service absolutely free.