The Online Advertising

Update 12/12/2019


1.1 Presentation and definition of the online advertising market

According to , online advertising, or digital advertising, or online advertising includes all advertising communication actions carried out on the Internet

There are two main types of actions

  • display advertising, which consists in inserting messages, banners, buttons, advertising communication videos for an advertiser on websites,
  • search advertising, which works with hyperlinks leading to an advertiser's website, offered to the Internet user when a request is made via a search engine

Online advertising purchases were made in different ways:

- through a classic contract specific to a communication operation, between advertiser and advertising network for example

- through auctions, say" real time bidding or RTB . This method has been in existence since 2000 But lately, it has been programmatic purchasing, a derivative that allows more complex mechanics to develop

The online advertising market has never performed as well in France as it does today, but it is now threatened by the popularity of advertising blockers since the use of blocking software has been constantly increasing since the creation of AdBlock Plus, for example

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Rédaction d'études de marché

Manon Dehorta

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MS Media, Arts & Creation - HEC

Guillaume Belie

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