Online and Mobile Advertising. Chapter Objectives. After reading this chapter you should be able to: Appreciate the magnitude, nature, and potential for online and mobile advertising. Describe how the online advertising process works.
After reading this chapter you should be able to:
Keyword Matching Advertising
Prospective advertisers bid for keywords by indicating how much they are willing to pay each time an Internet shopper clicks on their website as a result of a search (cost per click).
(Google Ad Words: www.adwords.google.com)
2015: 4.9 billion phones worldwide; 2014: U.S. ad spending doubles to $2.55 billion