The Key to the Web’s Success


The Web has been a dynamic platform for content distribution, but was not always this way. If one was to go back fifteen years, the landscape would be very different. It was hard to monetize content, and the Web wasn’t as popular. Connection speeds were slow and the technology was difficult to set up and understand. The user experience today is much smoother which has fueled colossal growth throughout all facets of the internet

The Nature of Ads

Ads are not the first thing people would list as their favorite part of the Web. Some even go to great lengths to block ads, but that is often because of poorly targeted ads. Technology takes a while to catch up to user intent, and while we’re not predictive in nature we can show ads to interested users. That changes the landscape of ads, which become less bothersome and more complementary.

Because the relationship with ads changes, the hope is that users will begin viewing ads as less of an annoyance. The quality of ads has also changed dramatically, especially with rich media and mobile video ads. Moving pictures with sound and succinct messaging have become the norm, and advertising is now a multi-billion dollar part of industry.

Changing Technology

If a publisher wanted more control over which ads would show, he or she would need to hunt for specific advertisers. Single ad networks did develop, like Google, but they can be difficult for bloggers and publishers to optimize for. Instead, buy-side platforms deliver content based on the interests of their audience. This is a more efficient delivery for advertisers who want guaranteed viewable impressions, and is also better for users who want to avoid inapplicable and thus annoying ads.

Bio: As CEO of engage:BDR, Ted Dhanik maintains presence in the digital advertising industry as an expert. Ted Dhanik is an active startup mentor, and a frequent guest blogger for publications such as AdAge and Venture Beat. Ted Dhanik and the team at engage:BDR drive innovation in digital advertising technology.