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Online-Werbung

In: Praxiswissen Online-Marketing

Author

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  • Erwin Lammenett

Abstract

Zusammenfassung Als ich 1995 meine erste Internetagentur gründete, verstand man unter Online-Werbung die Verlinkung eines Werbebanners (zumeist eine GIF-Datei) mit einer bestimmten Webseite. Meistens wurden Werbeplätze noch direkt beim Anbieter gebucht, AdServer gab es selten und Werbevermarkter noch seltener. Mehr gab es damals im Grunde nicht zu schreiben zum Thema Online-Werbung. Heute ist Online-Werbung ein Milliardenmarkt und man könnte ohne Probleme einen ziemlich dicken Wälzer dazu verfassen. Wer heute effiziente Online-Werbung betreiben möchte, hat viele Hausaufgaben zu erledigen. Und er hat die Qual der Wahl, was Anbieter, Werbemittel und Buchungsart angeht.

Suggested Citation

  • Erwin Lammenett, 2021. "Online-Werbung," Springer Books, in: Praxiswissen Online-Marketing, edition 8, chapter 0, pages 365-394, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32340-0_12
    DOI: 10.1007/978-3-658-32340-0_12
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