DMOZ & Yahoo

Old-school search

PageRank

Google search

Ad commodities

impressions (CPM, cost per mille)

was it seen?

clicks/click-through rate (CTR)

was the ad clicked on?

conversion

did the user buy or complete a survey?

Google

AdWords

ads on search pages (second price auctions: highest bidder pays the price bid by 2nd-highest)

AdSense

ads on Web pages

Banners

Find me…??

• popups/pop-unders (browsers usually block)
• interstitial banners (between/before content)
• floating ads (on top of content)
• map ad
• retargeted ad

Social graph

FB:Ads

• Location
• Age; Gender
• Interests; Connections
• Relationship Status
• Languages
• Education; Workplaces

FB:Platform (2007) & Open Graph (2010)

Allowing app developers access to the social graph.

Which led to…

Cambridge Analytica

FB:SS Results

TBG Digital reported a 2 billion impression test showed FB:Sponsored Stories “ad units received a 46% higher click through rate, a 20% lower cost per click, and an 18% lower cost per fan than Facebook’s standard ad units.” (Constine 2011)

Back and forth

• Google tried to do social with Google+ and Search+ (2012)
• Facebook tried to do Facebook Search (2013)
• Google did Shared Endorsements (2013)

Eventually, both returned to their corners: Google dominates search & FB dominates social.

Safari blocks 3rd-party cookies

Facebook’s “Pixel”

Google’s “FLoC”

Evaluation and prediction

• Are Facebook Pixel or Google FloC the way to go?
• What do you think the implications will be for the future?

3-minute essay

Describe the major shifts in Web advertising.

Questions, insights, or connections?

What were the major shifts in Web advertising?