This handbook takes the first of many steps to educate advertisers, agencies and publishers about the ever evolving display ecosystem and how to take advantage of the exciting opportunities available for display advertising.
Welcome to the first in a series of handbooks by the IAB Display Trading Council. The last two years has seen the display ecosystem go through a transformation that has been talked, blogged and presented about extensively. This transformation has been down to one thing, an industry striving for more efficiency. Display advertising has always taken a large percentage of ad spend. However the industry has always felt it was under achieving.
This was mainly down to the way it was traded and the inefficiencies around trafficking which it grew up with.
