Kohlton White

ITS 380

Chapter 6


1.  Pay a visit to your favorite portal and count the total ads on the opening page. Count how many of these ads are (a) immediately of interest and relevant to you, (b) sort of interesting or relevant but not now, and (c) not interesting or relevant. Do these 10 times and calculate the percentage of the three kinds of situations. Describe what you find and explain the results using this case.


Normally I would use YouTube, but it’s a little harder to do on here. So, I chose Facebook and noticed that most of the ads were not interesting (1/10th) or even somewhat interesting (1/10th). Most of the ads were irrelevant to me. None of the ads were of anything that I’ve looked up or ordered, which is pretty strange because those are the ads that I would normally see. It could be because I use a private browser and ad blocker on the main browser that I use. So, when I disable them, there is nothing to go by. So that ads are irrelevant.


2.       Advertisers use different kinds of" profiles" in the decision to display ads to customers. Identify the different kinds of profiles described in this case and explain why they are relevant to online display advertising.


Traditional auction-based Real Time Bidding, Private Marketplace, and Programmatic Direct


The relevance of Real Time Bidding comes from an auction-based program that gives advertisers real estate on search pages and web sites to advertise in order to get their site or product in front of many viewers, which the publishers sell to advertisers.


Private Marketplace is another auction-based program that lets specific advertisers bid for available spots in real time, as long as their products are relevant to the site.  


PD is the most efficient form of advertising. It allows publishers to advertise on supply-side platform. This helps users locate specific goods and puts them into contact with the companies that supply them.


3.  How can display ads achieve search-engine-like results?

Display ads show the viewer some content that might spark their interest. The nice thing about them is that, if they’re not clickbait, you can view the product or content that was advertised, with ease.


4. Do you think instant display ads based on your immediately prior clickstream will be as effective as search engine marketing techniques? Why or why not?

I don’t think so… the reason why I think that is because showing someone an ad after they bought something isn’t going to make them want to buy it again. If someone was going to buy it but changes their mind last minute… most of the time, they’ve made up their mind on. With that said, there is a very small portion of people that might think “it’s a sign that I must have this…” So, they’ll buy it, but that’s not as common as you would think.


1.  Is growth of the Internet, in terms of users, expected to continue indefinitely? What, if anything, will cause it to slow?

The rate of growth of the internet will continue to fluctuate as the population continues to age (fall) and developing countries improve their infrastructures (raise). Will it continue to grow indefinitely? I’m not entirely sure. In recent years, we’ve seen more governments try to control the internet by creating their own “Great Firewall.” The latest to do so is Russia.


2.  Would you say that the Internet fosters or impedes social activity? Explain your position.

I think that it does a little of both. When you look at social and gaming platforms, people can socialize over the internet. Realistically, socializing and the way that we perceive it has evolved. And it’s not like, as soon as the internet appeared that people became antisocial or shut-ins. There’s always been people like that and the internet gives them a new way to socialize.