Digital Display Advertising

Kevin M. Ryan and Rob Spider Graham

Chapter Chapter 5 in Taking Down Goliath, 2014, pp 85-100 from Palgrave Macmillan

Abstract: Abstract Digital display ads are the core of online advertising. Th ey are also one of the most misused digital advertising tools. When we talk about digital display advertising, we can either look at it from the perspective of what channel to choose or from a strategic perspective.

Keywords: Digital Display; Brand Awareness; Banner Advertising; Vacation Package; Landing Page (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44421-9_6

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DOI: 10.1057/9781137444219_6

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