eMarketing: The Essential Guide to Online Marketing

Saylor URL: http://www.saylor.org/books Saylor.org

o Exclusivity

o Context of content

• Tracking via cookies is an important part of online advertising.

EXERCISES

1. Explain the role an ad server plays in a campaign. Why is it important? What may happen if there isn’t an
   ad server?


2. Describe a situation in which contextual advertising would be harmful to a campaign.


3. Can you think of an example when an advertiser may find geotargeting useful? What about targeting by
   day and time?