Online advertising

Online advertising promotes products, services, or ideas through paid placements on websites, apps, search engines, and other internet services. It can target audiences using context, search intent, or collected data.

Real-time bidding: An automated auction process that sells individual digital ad impressions as pages or apps load. It is a common way advertisers compete for placements in milliseconds.
Search engine advertising: Paid placement of advertisements alongside or within search engine results. It reaches people through the queries they enter, often near a purchase decision.
Surveillance capitalism: An economic system in which personal data is collected and analyzed to predict and influence behavior for profit. Behavioral ad targeting is a prominent revenue use of extensive personal data collection.
Search engine optimization: The practice of improving a website's visibility in unpaid search engine results. It competes for search visibility without buying the placement itself.
Digital advertising fraud: Deceptive activity that generates invalid ad impressions, clicks, or conversions for financial gain. Fraudulent traffic can distort campaign results and divert advertiser spending.
Ad exchange: A digital marketplace where publishers and advertisers trade advertising inventory, often through automated auctions. It connects the buying and selling systems that place many online ads.
Display advertising: Visual advertisements placed in website or app spaces outside the main content. It is the familiar banner-and-image format within the broader online ad landscape.
Behavioral advertising: Advertising selected using information about a person's past online behavior. It is the targeting approach most directly associated with tracking across digital activity.
Public relations: The management of communication between an organization and its publics to shape understanding and relationships. Unlike paid placements, public relations seeks attention through earned coverage and communication.
Viewability: A measure of whether a digital advertisement had an opportunity to be seen on a screen. An ad served to a page is not necessarily visible to a person.

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