A classic online advertisement consists of both graphic elements, such as banners and buttons, as well as text and image content. Users view this advertisement material when they visit a website that has integrated it. The advertisement material can be clicked on and often redirects the user to the website of the advertising company. Special landing pages or corresponding product and category pages of the advertised contents are also common.
At the beginning of a display marketing campaign, there is always an advertiser who is willing to convey the advertising message and a publisher who provides the necessary resources (website, AdServer). While the publisher requires a website through which the advertisement will be relayed, the advertiser must prepare promotional content. Display marketing works with numerous advertising formats that are placed on a publisher’s website. For example: