Keywords: targeted online advertising
By Randeep Grewal
In today’s digital age, the prevalence of targeted online advertising is easily felt. Technology companies are developing increasingly innovative ways for brands to engage with and understand their consumer base on a deeper level. However, the mainstay of these various media continues, at least for now, to be keyword advertising.
Since its inception in 1996, keyword advertising has grown to represent the most significant form of digital marketing globally and the largest revenue stream for most of the world’s major internet search engines. For example, it is estimated that around £3bn is spent annually on search advertising in the UK alone.
Despite recent doubts as to its efficacy (a March 2013 report by eBay comments that ‘results show that brand keyword ads have no short-term benefits, and that returns from all other keywords are a fraction of conventional estimates’), keyword advertising continues to be extremely popular with brands of all sizes and from across a wide range of sectors. Put simply, it has become a conventional form of advertising…
If you are registered and logged in to the site, click on the link below to read the rest of the Taylor Wessing briefing. If not, please register or sign in with your details below.
News from Taylor Wessing
News from The Lawyer
Briefings from Taylor Wessing
A ratchet is a structure whereby the eventual equity allocations between the shareholders depend on future performance of the company or the rate of return achieved by the venture capital firm.
The venture capital investors in an investment round normally require that certain actions cannot be taken without the consent of the holders of a majority of their class or series of shares.
Analysis from The Lawyer
The city-state is working hard to become a global wealth management hub, and law firms are gearing up for a prosperous new world
Financial disputes are starting to dominate the English courts as the long-awaited fallout from the downturn finally comes to town