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Encyclopedia of Database Systems pp 4602–4605Cite as

Web Advertising

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Synonyms

Contextual advertising; Online advertising; Search advertising

Definition

Web advertising aims to place relevant ads on web pages. As in traditional advertising, most of the advertising on the web can be divided into brand advertising and direct advertising. In the majority of cases, brand advertising is achieved by banners – images or multimedia ads placed on the web page. As opposed to traditional brand advertising, on the web the user can interact with the ad and follow the link to a website of advertisers choice. Direct advertising is mostly in the form of short textual ads on the side of the search engine result pages and other web pages. Finally, the web allows for other types of advertising that are hybrids and cross into other media, such as video advertising, virtual worlds advertising, etc. Web advertising systems are built by implementing information retrieval, machine learning, and statistical techniques in a scalable, low-latency computing platform capable of...

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Recommended Reading

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Author information

Authors and Affiliations

  1. Uppsala University, Uppsala, Sweden

    Vanja Josifovski

  2. Yahoo! Research, Santa Clara, CA, USA

    Andrei Broder

Authors
  1. Vanja Josifovski
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  2. Andrei Broder
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Corresponding author

Correspondence to Vanja Josifovski .

Editor information

Editors and Affiliations

  1. Georgia Institute of Technology College of Computing, Atlanta, GA, USA

    Ling Liu

  2. University of Waterloo School of Computer Science, Waterloo, ON, Canada

    M. Tamer Özsu

Section Editor information

  1. Google Research, New York, NY, USA

    Cong Yu

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© 2018 Springer Science+Business Media, LLC, part of Springer Nature

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Josifovski, V., Broder, A. (2018). Web Advertising. In: Liu, L., Özsu, M.T. (eds) Encyclopedia of Database Systems. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-8265-9_455

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