The Diversification of Digital Advertising

Medium Rectangle

300x250

Skyscraper

160x600

Leaderboard

728x90

Small Rectangle

180x150

Half Page

300x600

+

+

+

+

+

1 3

5

2 4

76 8

9

1 2

7

654

3

8 9

+

+

1

2

3

1

2

3

1

2

3

Pushdown AdStarts as thin ad that expands to take up most “above the fold” space

upon click or rollover

Fixed Placement AdAd stays with you as you scroll up/down through content

Pushdown AdExtra-large ad for high impact/visibility

Resources: DoubleClick, PointRoll Industry Data (2009), Atlas 2007-2010

A user makes a request to a web site by typing in the

URL or clicking a link

A page request is made to the web server…

…which can make a request to the ad server

The web server delivers the requested page to the

user’s browser

The ad server delivers the appropriate ad to the

page and generates ad tag for each site placement