Change is the only thing which is permanent. so don’t forget “change with the change otherwise change will change folks”
The Web became an advertising medium in the early 1990’s. According to Hairong Li (2011) the Web started as a single page and transformed into something richly sophisticated, with new features, functions and advanced applications. With the proliferation of e-commerce the Web has been used as platform to launch new forms of interactive advertising, like display ads, sponsorship, search ads, blogs, social ads, user generated content, and applications.
The history of the Web teaches us how rapidly the platforms have changed in the past 15 years. According to Hairong Li (2011) in the Interactive Advertising Bureau (IAB) 1998 revenue report there were only four types of interactive advertising. This number grew to 22% in 2010. Search advertising, instead first appeared in the IAB 2000 revenue report and passed from 1% on the first year to 47% in 2009 (p. 17).
With the growth of advertising utilizing digital media,
negative consumer reactions toward digital…
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