How Big Data Analytics are Empowering Customer’s Acquisition in Native Advertising

In the early days of online advertising, companies were quick to spot the potential lucrative rewards that could be available were they to switch their attention to the new format. In 1993, Global Network Navigator became the first website to sell what later became known as “banner ads,” in this case to a law firm.

GNN acted as an information portal, and within two years large companies such as MasterCard were purchasing advertising spots for over $10,000 per week. What is Native Advertising? The explosion in adware led in turn to the development of better software able to defend computers from unwanted advertisements. At the same time, users became savvier as to which advertisements they were willing to click, and more discerning as to the provenance of an advertisement.

Author: Rotem Gitlin


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