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30-426: Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, a fact first documented on HotWired in 1996 by researchers Rex Briggs and Nigel Hollis . Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to

60-986: A Juris Doctor from the Yale Law School and an MBA from the Yale School of Management . At the Yale Law School, he was the co-founder and editor-in-chief of the Yale Journal on Regulation and was a Senior Editor of the Yale Law Journal in 1984. Judson started his career as a consultant and founding member of the New York office of the Boston Consulting Group . In 1989, the Time Inc. Magazine Company appointed him as its first corporate Director of Marketing. After

90-675: A lot of young people.' They would send us money. It was almost like you could look out of the Time-Life Building to Madison Avenue, and watch people walking with bags of money, to dump it on our desk, or Bruce Judson ’s desk, to buy banner ads." The first central ad server was released in July 1995 by Focalink Communications, which enabled the management, targeting, and tracking of online ads. A local ad server quickly followed from NetGravity in January 1996. The technology innovation of

120-566: A management "clinic," offering free consulting to small businesses. He taught on the Yale Publishing Course and as the first entrepreneur-in-residence at the Yale Entrepreneurial Institute. Judson was also active in developing independent businesses, including Web-Clipping (co-founder), (an early online news clipping service for businesses), the business broadband marketplace Speed Anywhere, and

150-577: A mobile web site development firm. As of December 2015, Judson was a Senior Adviser to Tern Plc. After working starting in telehealth in 2017, Judson returned to the media business in 2019, joining BritePool, Inc. as Vice President of Communications. In 1996, Judson's first book NetMarketing was published. He was named by Advertising Age as one of the nation's "Cybermarketing Leaders." In 1999, Scribner published, HyperWars which Judson co-authored. The book asserted that significant changes in corporate strategies would be required for success in

180-495: A now defunct law firm with a Silicon Valley office. GNN was the first commercially supported web publication and one of the first commercial websites. For many years, HotWired was regarded as the inventor of the digital banner ad, and the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. Andrew Anker was HotWired's first CEO. Rick Boyce , a former media buyer with San Francisco advertising agency Hal Riney & Partners, spearheaded

210-409: A simplified channel structure. The site launched before the advent of Time Inc.'s Pathfinder.com site, and the emergence of independent web magazines such as Feed , Word , and Salon . HotWired's initial business model was 'corporate sponsorship', which quickly led to the design of the 'ad banner' display areas still in use today. The first banner ad on the internet was an AT&T ad featured on

240-488: A year after Condé Nast acquired Wired Magazine. It launched "HotWired 5.0" in September as an aggregator of Wired News and an archive of old HotWired content, slashing fresh editorial content except for Suck and Webmonkey. In 2006, Lycos turned the domain into a pay-per-click advertising hub, seemingly marking the definitive end of Hotwired as an online magazine. However, in July 2006, Condé Nast acquired both Webmonkey and

270-519: Is a banner ad which is created dynamically at the time of display, instead of being pre-programmed with fixed content. Live banners usually employ animation together with text, images, graphics, sounds and video to catch the viewer's attention. Depending on the banner design, any of these multimedia elements may be defined as dynamic and therefore variable. Formerly, they were built using technologies such as Adobe Flash , Java , or Microsoft Silverlight . HotWired Hotwired (1994–1999)

300-456: Is to use a proxy server that blocks them, such as Privoxy . Web browsers may also have extensions available that block banners, for example Adblock Plus for Mozilla Firefox , or AdThwart for Google Chrome and ie7pro for Internet Explorer . The banner ad played a significant role in enabling the rapid development of paid advertising on the Internet. The pioneer of online advertising

330-570: The IAB . Prior to the IAB standardization, banner ads appeared in over 250 different sizes. However, some websites and advertising networks (outside the Eurosphere or North America) may not use any or all of the IAB base ad sizes. The IAB ad sizes as of 2007 are : Notes In 2015, IAB announced advertising creative guidelines for display & mobile, considering HTML5. In 2017, IAB also introduced

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360-646: The Hotwired domain from Lycos, and Webmonkey was relaunched in May 2008. Projects and sites published under the Hotwired banner from 1994 to 1999 include: Bruce Judson Bruce Judson (born 1958 in New York City) is an American author, media innovator, and public policy analyst. Judson attended Dartmouth College and received a bachelor's degree in Policy Studies in 1980. In 1984, he received

390-482: The United States was a societal danger. Judson worked with historical and social science research to construct a model which indicated that highly unequal societies are characterized by political polarization, anger, lack of trust, political paralysis, a collapsing middle class and potentially political instability. The book appeared two years before Occupy Wall Street led economic inequality to be considered

420-459: The Wired search engine HotBot . After several previous site iterations, HotWired 4.0 launched on July 1, 1997, marking the magazine's most comprehensive overhaul. The reinvention efforts were led by Executive Producer June Cohen, Executive Editor Cate Corcoran and Senior Designer Sabine Messner. The redesigned site featured Dynamic HTML homepage teasers, more focus on user-centric interaction and

450-539: The ad server, together with the sale of online ads on an impression basis, fueled a dramatic rise in the proliferation of web advertising and provided the economic foundation for the web industry from the period of 1994 to 2000. The new online advertising model that emerged in the early years of the 21st century, introduced by GoTo.com (later Overture , then Yahoo! and mass marketed by Google 's AdWords program), relies heavily on tracking ad response rather than impressions. Ad sizes have been standardized to some extent by

480-505: The coming Internet era. In 2004, HarperBusiness published Judson's book, Go it Alone! which argued that the combination of software-as-a-service, automation, and outsourcing, enabled by the Internet would fundamentally alter the nature of entrepreneurship and small business success. In the book, Judson also asserted that as a result of automated leverage created by the Internet, small groups of people or individuals, working on their own, would be able to build high-revenue businesses. The book

510-444: The concept of a clickable/trackable ad. He stated that he believed that only a direct response model—in which the return on investment of individual ads was measured—would prove sustainable over the long run for online advertising. In spite of this prediction, banner ads were valued and sold based on the number of impressions they generated. However, Time Warner 's Pathfinder (website) , which launched on October 24, 1994,

540-538: The concept of the Web banner ad, which established the standardized system that enabled the rapid growth of Internet advertising. Judson's activities at Time Inc. New Media are described in Michael Wolff ’s book, Burn Rate . Judson left Time Inc. in 1997. He became a Faculty Fellow at the Yale School of Management , and by 2007 was a Senior Faculty Fellow. Yale School of Management announced that he would run

570-581: The merger of Time Inc. and Warner Communications led to the creation of Time Warner Inc. , Judson's corporate marketing department served as the focal point for Time Warner's initiative to provide advertisers with advertising programs. With the creation of Time Inc. New Media, Judson was appointed general manager, where he was one of the co-founders of the Pathfinder (website) . Both Walter Isaacson , then President of Time Inc. New Media, and The Columbia Journalism Review credit Judson with inventing

600-648: The new guidelines, featuring adjustable ad formats, as well as the guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads. Standard web banners included into the IAB's Universal Package and Ad Units Guidelines are supported by major ad serving companies. This is particularly relevant for IAB members such as Adform , AppNexus , Chitika , Conversant, Epom , HIRO, Mixpo , SpotXchange , ZEDO , and many others. Additionally, ad serving providers may offer other, non-standard banner sizes and technologies, as well as

630-414: The rise, with Native advertising spending to hit over $ 4.3 Billion by the end of 2015. The use of web banners is not restricted to online advertising. Website designs often use non-advertising banners, also known as "hero images" or "hero headers" for aesthetic reasons. Hero images are represented by large photos, graphics, or videos that are placed in the prominent sections of a website. A "live banner"

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660-499: The sales effort for the company. HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. The first web banner sold by HotWired was paid for by AT&T Corp. and was put online on October 27, 1994. Another source also credits HotWired and October 1994, but has Coors ' " Zima " campaign as the first web banner. In May 1994, Ken McCarthy mentored Boyce in his transition from traditional to online advertising and first introduced

690-716: The same week as HotWired, but three days earlier included banner ads. Walter Isaacson , then President of Time Inc. New Media, and the Columbia Journalism Review , both credit Bruce Judson , then General Manager of Time Inc. New Media, with inventing the concept of the banner ad. In an interview for Harvard's Shorenstein Center for Media, Politics and Public Policy, on the history of the Internet, Isaacson discussed Judson's contribution, saying, "It really transformed everything. Immediately, Madison Avenue decided, 'Oh my God, we’ve got to understand this. We have to hire

720-484: The site in 1994. The first direct marketing focused ads were sold by David Hyman to Virtual Vineyards. Under the leadership of Rex Briggs , HotWired was the first to measure the effectiveness of online advertising, and among the first to attempt behavioral targeting and the first to apply real-time web analytics , known as “HotStats.” Wired Ventures' online division was acquired by Lycos, Inc. in October 1998,

750-665: The support of different online advertising formats (e.g. native ads ). However, standard banner ad sizes are constantly evolving due to consumer creative fatigue and banner blindness. Ad companies consistently test performance of ad units to ensure maximum performance for their clients. IAB has updated its guideline bi-annually. Some publishers that are known for their unique, custom executions include BuzzFeed , CraveOnline , Quartz (publication) , Thought Catalog , Elite Daily, Vice Media, Inc. , Mic (media company) , and many others. According to media research firm eMarketer, such types of custom executions through publisher direct buys are on

780-453: The viewer's interests. Behavior is often tracked through the use of a click tag . Many web surfers regard web advertisements as annoying because they distract from a web page's actual content or waste bandwidth . In some cases, web banners cover screen content that the user wishes to see. Newer web browsers often include software " adblocker " options to disable pop-ups or block images from selected websites. Another way of avoiding banners

810-496: Was Prodigy , a company owned by IBM and Sears at the time. Prodigy used online advertising first to promote Sears products in the 1980s, and then other advertisers, including AOL , one of Prodigy's direct competitors. Prodigy was unable to capitalize on any of its first mover advantage in online advertising. The first clickable web ad (which later came to be known by the term "banner ad") was sold by Global Network Navigator (GNN) in 1993 to Heller, Ehrman, White, & McAuliffe ,

840-433: Was featured in a U.S. News & World Report cover story. In 2012, Entrepreneur magazine dedicated a feature story to the book, and its continuing popularity writing "In a time when the half-life of business books" is [short]... Go It Alone! has remained popular and relevant." Judson's book, It Could Happen Here , was published in 2009 by HarperCollins. The book argued that growing and extreme economic inequality in

870-523: Was recognized by Library Journal as one of the best business books published in the year of its release, while Judson's ideas on the future of entrepreneurship was the subject of interviews in The Wall Street Journal and Entrepreneur magazine. Judson partnered with HarperBusiness to test the value of making the full text of Go It Alone! available free online, with advertising support. This first-of-its-kind effort in book publishing

900-531: Was the first commercial online magazine , launched on October 27, 1994. Although it was part of the print magazine Wired , Hotwired carried original content. Andrew Anker, Wired 's then Vice President and CTO, wrote the original HotWired business plan. On its approval in April 1994, he became HotWired's first CEO, and oversaw the development of the website. Over the next five years several other sites grew out of Hotwired, most notably Wired News, Webmonkey , and

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