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Massimo Moruzzi

15 questions about online advertising that are seldom asked or answered. The real question of course is: Does online advertising work? Unfortunately, it's impossible to give a simple answer to this apparently straightforward question. For starters, this is not a single question, but at least three different ones. The right question to ask would be: for whom does online advertising work? Do banner ads, what we once called interactive advertising and now call display ads because nobody clicks on them, and much less "interacts" with them, work for publishers? Do they work for advertisers? Or do they just work for the middlemen based in Silicon Valley? 

The 15 Questions: 1. Why Banner Ads? 2. What Was Online Advertising Supposed to Be Like? 3. Did It Work Out as Advertised? 4. Why Not? 5. Why Are Banner Ads Still Around? 6. Is All This Targeting Good? 7. Is This Advertising at All? 8. How Big Is This Thing? 9. What Is Programmatic? 10. Does Online Advertising Work for Publishers? 11. Does It Work for Advertisers? 12. Does It Work for the Middlemen? 13. Is It a Gigantic Scam? 14. Should My Company Stay Away From Banner Ads? 15. Is There Any Hope for Online Advertising? Download it now: it's a smart 15 minutes' read.

15 Questions

15 Questions About Online Advertising: 15 questions about online advertising that are seldom asked or answered.

#NOT a real book (Just a screed) Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society? Should native advertisement be deregulated, or should it be more seriously regulated? The 15 Questions: 1. What Is Native Advertising? 2. Is It a New Practice? 3. Is Native Advertising Legal? 4. Are Content Marketing and Native Advertising the Same? 5. What Happened to Social Media Marketing? 6. What Is Social Media Marketing Today? 7. What About Influencer Marketing? 8. Does Native Advertising Happen Only on Social Media? 9. What About Native Advertising on Newspapers? 10. Can It Get Any Worse? 11. Does Native Advertising Work? 12. Why Does It Work? 13. Does It Have Negative Consequences? 14. Should Native Advertisement Be Deregulated? 15. What Does the Future Hold for Native Advertising? Download it now: it's a smart 15 minutes' read.

15 Questions

15 Questions

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