"In the short term, Google is obsessed with the head of the market, using a small volume of content and high value ads, " Chandratillake contends.
Still, if Microsoft were to declare that banners, boxes and other non-premium display ads have negligible value of their won, that would pose a problem for companies like Facebook, Yahoo and AOL, which depend heavily on that kind of high-volume, low-c0st advertising.
Some companies have responded by cutting back the number of ads to boost their value.
In addition, it's likely that the information Google collects as it watches people search and navigate in all these systems will increase the value of the ads it auctions.
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This helps the company avoid the Facebook problem: clutter, noise, and a lot of obtrusive ads which add little or no value to the experience.
While some marketers fail to see the light with display ads, others have recognized their value as an efficient and dynamic supplement to any online campaign.
Knowledge of how people shop on and offline can also increase the value of existing Google ads, by telling the company who is likely to buy what.
Marketing broadband around topics vital to everyday Korean's lives - such as targeting ads at mothers and stressing the value of broadband to education - played a vital role in getting such impressive take-up, said team member Dr Jyoti Choudrie.
For those earning credit via ads, commercials are queued according to value-per-second, meaning the ones that earn credit the quickest come first.
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If very strict rules are imposed about user data, then ads cannot be targeted, lowering their value and thus, possibly, making the services uneconomic.
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It appears that while the user base growth is slowing down, Facebook is focusing on pushing more ads on its platform and marketing their value to advertisers.
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Knowing who you are, where you are, your past behaviour, links and visits, increases the value to Google of any ads it might be able to show you.
Komen for the Cure of overstating the value of early detection in its ads while not telling women that screening can result in many false alarms and treatments for cancers that might not have been life-threatening.
Shifting the ads away from a TV show's runtime reduces the value of that time, and many marketers will look to pull out or renegotiate with networks, media experts say.
Equally important, we showed the business model could work creating a high-value, targeted community advertisers could reach with more than just banner ads.
These pages generate related text ads that monetize the traffic visiting the sites, but they are usually low value to end users.
The sports network plans to sell ads that will run inside the video clips, and marketing sponsors will commit to buying from Twitter a minimum value of "promoted" or paid Twitter posts to circulate their pitches.
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