Difference between revisions of "Timeline of online advertising"

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This page is a timeline of online advertising. Major launches, milestones and other major events are included.

Overview

Decade	Description
1978–1992	This era pre-dates the World Wide Web. Much of online advertising during this time period is done through Email, in the form of spamming.^[1] Such activities have continued to this day, but became much more common after the ban against the commercial use of the internet was lifted in 1991.^[2]
1993–1999	With people now having their own websites, banner ads are used as a source of income to pay for these websites and as side money. Companies like Prodigy, Global Network Navigator (GNN), and HotWired are pioneers in the business of online advertising.^[3] Some of the companies that would later dominate online advertising are created, including Google and DoubleClick. Some models that originated at this time include: display advertising (specifically, banner ads), pay-per-click advertising (starting with Overture/Goto.com, in the context of search), ad exchanges (starting with OpenX), popup ads (by Ethan Zuckerman of Tripod.com), and behavioral targeting and retargeting (by DoubleClick).
2000–2002	This period sees the burst of the tech bubble. There are few launches and acquisitions in this period. The main development during this period is Google's launch of Adwords (its search advertising tool) and the growth of Adwords along with increased Internet and search engine use.
2003–2006	After recovery from the bursting of the tech bubble, the pace of acquisitions and new company formation increases again. During this period, companies such as Google, Microsoft, Yahoo!, and AOL acquire many nascent advertising companies, and new companies such as Criteo form.
2007–2010	The period begins with Google's acquisition of DoubleClick (that would prove to be a great success) and Microsoft's acquisition of aQuantive (that would ultimately be written off). Big companies continue to buy key ad technology companies in this period. Acquisitions by Google/DoubleClick prove the most valuable, including the acquisition of AdMob and Invite Media. Yahoo! and AOL also acquire some companies, and Apple enters the game with its acquisition of Quattro. The period also sees the launch of Digiday and AdExchanger, two online publications devoted to online advertising and digital media.
2011–2013	With the rebranding of DoubleClick's core offerings as DoubleClick For Publishers (DFP), and significant expansion in features available, DoubleClick Ad Exchange comes to dominate the ad exchange world, and DFP comes to dominate the publisher-facing side of ad serving. This puts Google in a strong position with respect to display advertising, in addition to its search stronghold. Two other players that enter advertising at a larger scale at this time are Facebook (through the use of sponsored stories) and Amazon (with the introduction of the Amazon Advertising Platform). Twitter also starts monetizing through promoted tweets. The period also sees more development of standards around real-time bidding (with OpenRTB 2.0) and norms around what advertisers can track and how they should disclose this information.
2014–2017	Social media advertising continues to grow; Instagram, Pinterest and Snapchat are among the new players in the space. Google retains its dominant position in display advertising, but faces more pressure from both buyers and sellers to make its policies more friendly to their needs. Inefficiencies in the ad serving process lead to opportunities for innovations like header bidding. Google attempts to render these redundant by allowing for more competition in the ad serving. Verizon acquires AOL and then Yahoo!, with the former acquisition explicitly being justified as an ad tech acquisition.

Timeline

Year	Month and date	Event type	Topic	Description
1978	May 3	Milestone	Email marketing	The first instance of email spam is sent, the purpose of which is advertising.^[1]
1980		Launch	N/A	Usenet, a popular discussion forum, launches, and is occasionally overwhelmed with advertising spam posts.^[4]
1984		Launch	Banner advertising	Prodigy launches, offering one of the first online advertising services; although these ads are always in the same spot on the screen, and are non-clickable.^[4]
1991	March	Milestone	N/A	The ban on commercial use on the NSFNET is lifted by the National Science Foundation (NSF).^[2]^[5]
1993		Launch	Banner advertising	GNN, one of the first web publication and web advertising services, is launched by O'Reilly Media.^[6]
1994		Milestone	Banner advertising	The first ever clickable advertisement is sold to a Silicon Valley law firm by GNN.^[7]
1994		Launch	N/A	HotWired, the first commercial web magazine, launches.^[6]^[4]
1994	October 27	Milestone	Banner advertising	The first ever banner is sold to AT&T, and is visible on the first issue of HotWired.^[8]^[7]^[3]
1995	May	Acquisition	Banner advertising	GNN is acquired by AOL for $11 million.^[9]^[4]
1995	August	Launch	Ad serving	NetGravity is founded by Paul Nakada, Tom Shields, and John Danner, and builds its ad serving product with Yahoo! as the first customer. The product, Netvertiser, launches on Yahoo! on October 23, 1995.^[10]
1996		Launch	Association	The Interactive Advertising Bureau (IAB) launches.^[11]
1996		Launch	Ad serving	DoubleClick, a prominent online advertising company, launches.^[4]^[12] DoubleClick uses the new technology of browser cookies to track users as they travel between websites.^[13]
1996	March	Launch	Web-ring advertising	LinkExchange is founded by Tony Hsieh (who would later become CEO of Zappos) and Sanjay Madan.^[14] Ali Partovi later joined them as a third partner in August 1996.^[15] In November 1996, when the company consisted of about 10 people, it moved from Hsieh's and Madan's living room to an office^[16]
1996	June	Launch	Demand-side platform	Connexity, a company providing advertising solutions for e-commerce companies, is founded.^[17]
1996	July	Launch, Milestone	Search advertising	Yahoo! launches the very first search ads in their search engine.^[18]
1997		Launch	Ad serving	aQuantive launches.^[19]
1997		Invention	Pop-up ads	Pop-up ads are invented by Ethan Zuckerman at Tripod.com, and considered to be a more aggressive and disliked advertising strategy.^[20]^[21]
1998	September 4	Launch	N/A	Google, an online search engine, launches.^[22]^[23] Google would later come to be the dominant player in search (and hence, search advertising) as well as display advertising.
1998	October 5	New feature	Retargeting, behavioral targeting	DoubleClick launches two new products: DataBank, that allows for targeting users based on their known correlations between their activity (the types of sites they visit) and purchase patterns, and Boomerang, a retargeting solution.^[24] Boomerang is the first retargeting solution.^[13]
1998	November 5	Acquisition	Web-ring advertising	Microsoft announces that it has acquired LinkExchange, a company that worked on monetization of web-rings.^[25]^[26]^[27]
1998		Invention, Launch, Milestone	Ad exchange	OpenX, one of the first ad exchanges, launches as an open source project.^[28]
1998		Launch	Search advertising	GoTo (later Overture, now Yahoo! Search Marketing), a search engine which offers search advertising, launches.^[20] It is among the pioneers of a pay-per-click model of search advertising, treating search advertising as a primary revenue source rather than a loss leader.^[29]
1999		Defunction	N/A	HotWired is shutdown after its domain is re-purposed by Lycos.^[30]
1999	July 13	Acquisition	Ad serving	DoubleClick acquires NetGravity for $530 million in stock.^[10]^[31]^[32]^[26]
2000		Launch	Association	The Network Advertising Initiative (NAI) is founded. NAI is a membership-based "self-regulatory association dedicated to responsible data collection and its use for digital advertising."^[33]
2000	October 23	Launch	Search advertising	Google launches the prominent AdWords service, which allows for advertising based on a user's browsing habits and their search keywords.^[34]^[7]
2002		Invention, Milestone	Pop-up ads	With the annoyance brought about by pop-up ads, many prominent web browsers such as Firefox, Netscape, and Opera begin to roll out features to block these ads.^[35]
2003	March	Launch	Content-targeted advertising	Google launches its Content-Targeted Advertising Program, that would later be renamed AdSense. The advertisements come from AdWords advertisers, but rather than being related to the user's search intent, they are related to the content of the page..^[36]
2003	March 30	Launch	Ad exchange	Right Media, the company that operates the Right Media Exchange (RMX) launches.^[37] It would eventually be acquired by Yahoo!.^[38]
2003	April 23	Acquisition	Content-targeted advertising	Google acquires Applied Semantics, a company specializing in advertising targeted to the content of the pages on which the ad shows.^[39] The acquisition comes a month after Google's own release of its Content-Targeted Advertising Program, and leads to the program being renamed AdSense.
2003	October 7	Acquisition	Search advertising	Overture (formerly GoTo) is acquired by Yahoo! to enrich their search engine.^[40]
2003	December 15	Acquisition	Search advertising	aQuantive acquires Go Toast, a Denver-based pay-per-click online search technology company.^[41]^[42]^[26]
2004	January 7	Launch	Ad network	BlieLithium is founded by Gurbaksh Chahal and Krishna Subramanian as an ad network focused on behavioral targeting.^[43] The company would later be acquired by Yahoo! and its product woud become Yahoo! Advertising.^[44]^[45]
2004	February	Launch	Social media advertising	Facebook, the most popular social media network, launches.^[46]
2004	June 24	Acquisition	Ad serving	AOL acquires Advertising.com for $435 million.^[47]^[26]
2005	February 14	Launch	Banner advertising	YouTube, a popular video sharing website, launches.^[48]
2005	June 10	Acquisition	Ad formats	Gannett announcing that it is acquiring rich ad media formats company PointRoll for $100 million.^[49]^[50]
2005		Launch	Demand-side platform, retargeting	Criteo, one of the first demand-side platforms, launches.^[51] Its focus is on retargeting, and it would bring its product to market after four years of product development.
2006	April 10	Launch	Mobile advertising	Mobile advertising platform AdMob launches.^[52]^[53]
2006	August	Launch	Native advertising	YouTube launches its video advertising platform, which has a giant reach today.^[54]
2006	October	Acquisition	N/A	YouTube is acquired by Google for $1.65 billion.^[55]
2006		Launch	Ad serving	PubMatic is founded.^[56]
2006		Invention, Launch, Milestone	Ad blocking	Adblock Plus, a very prominent ad-blocking add-on for web browsers, is released.^[57]
2006		Launch	Content discovery platform	Outbrain, a notable advertising company that powers external recirculation widgets, launches.^[58]
2007		Launch	Content discovery platform	Taboola, a notable advertising company that powers external recirculation widgets, launches.^[59]^[60]
2007		Launch	Behavioral targeting, Social media advertising	Facebook launches Beacon, an intricate advertising platform that tracks Facebook user's activities on websites outside of Facebook.^[61]
2007	April	Launch	Demand-side platform	Invite Media launches. It is the creator of Bid Manager, a demand-side platform (DSP). It would eventually be acquired by Google and the Bid Manager would be rebranded as DoubleClick Bid Manager (DBM).
2007	April 14	Acquisition	Ad serving	Google acquires DoubleClick, an advertising platform, for $3.1 billion.^[62]
2007	April 30	Acquisition	Ad exchange	Yahoo! acquires Right Media, the company behind the Right Media Exchange (RMX).^[38]
2007	May 1	Launch	Ad serving	The Rubicon Project is founded as an advertising network, by Frank Addante, Craig Roah, Duc Chau and Julie Matter.
2007	May 16	Acquisition	Ad serving	AOL acquires AdTech AG, an online ad-serving company based in Germany, at undisclosed terms. The company would operate as an independent subsidiary of the AOL-owned advertising.com.^[63]
2007	May 18	Acquisition	Ad serving	Microsoft acquires AQuantive, an advertising platform, for $6.5 billion. This includes Atlas DMT, the advertising technology division.^[64]^[65]
2007	July 23	Launch	Video advertising	TubeMogul launches, initially as a cross-platform video analytics tool.^[66] It would eventually become an online video advertising network and solution.
2007	September 4	Acquisition	Ad network	Yahoo! acquires ad network company BlueLithium, leading to it being rebranded as Yahoo! Advertising.^[44]^[44]^[26]
2007		Launch	Ad serving/demand-side platform	AppNexus, a company offering online advertising auction technology and advertising campaign management, launches.
2007		Launch	Demand-side platform	MediaMath, a notable demand-side platform, launches.^[67]
2008	March	Launch	Demand-side platform	Rocket Fuel Inc., a notable demand-side platform, launches.^[68]
2008		Launch	Publication	AdExchanger, a company with an eponymous website, that tracks the ad serving and ad exchange space, launches.^[69]
2008		Launch	Ad blocking	Rick Petnel creates Easylist, one of the most popular filter lists available for ad-blocking web browser add-ons.^[70] The filter list Easylist Privacy is also available, and focuses on the blocking of web elements that may invade a user's privacy.
2008		Launch	Data management platform	BlueKai, a cloud-based data management platform, launches as a marketing tech startup.^[71]
2009		Launch	Ad serving	Adzerk, a company that provides ad serving tech as well as tools to build an in-house ad server, is founded by James Avery, growing out of two niche ad networks started by him: The Lounge and Ruby Row.^[72]^[73] The company would soon acquire Stack Overflow as a customer and report raising seed funding of $650,000 in July 2011.^[73]
2009		Launch	Ad measurement	Integral Ad Science is launched as AdSafe Media. The company would be known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score.^[74]^[75]
2009		Launch	Demand-side platform	DataXu, a software copmany that runs a real-time bidding platform and would co-found the OpenRTB Consortium, launches.^[76]
2009	September 18	Launch	Ad exchange	Google launches its own ad exchange platform with DoubleClick.^[77]
2009	October 1	Launch	Demand-side platform	The Trade Desk, a technology company that operates a demand-side platform, launches.^[78]
2009	November 9	Acquisition	Mobile advertising	Google announces that it is in the process of acquiring mobile advertising platform AdMob for $750 million.^[79]^[80] The completion of the acquisition is announced on the Google blog on May 27, 2010.^[81]
2010		Launch	Ad measurement (search, viewability)	Moat is founded by Jonah and Noah Goodhart and Mike Walrath, who were previously involved with Right Media Exchange. The company provides an ad search tool and Internet-wide ad viewability data and insights.^[82]^[83]
2010		Launch	Ad measurement (real-time price data, inventory discovery, bid monitoring)	Metamarkets launches. The company is an ad tech startup that provides programmatic ad data-related services to marketers, such as a data dashboard to measure how campaigns are performing; an API to import your programmatic data into other apps; and inventory discovery and bid monitoring for exchanges.^[84]^[85]
2010		Launch	Publication	Digiday, a company and eponymous daily publication focused on digital marketing and digital media, launches. It would be one of the important publications covering news in the world of digital advertising.^[86]
2010	January 4	Acquisition	Mobile advertising	Apple acquires Quatto Wireless, a mobile advertising company. The acquisition comes shortly after Google's acquisition of AdMob.^[87]^[88]
2010	February 22	Launch	Ad serving	Google launches DoubleClick for Publishers (DFP), an advertising software as a service, as well as the sister product, DFP Small Business.^[89]^[90] DFP is a rebranding of the service previously called DoubleClick's DART ad server, and DFP Small Business is a rebranding of Google Ad Manager.^[91]
2010	April 12	Launch	Social media advertising	Twitter launches Promoted Tweets, which allows advertisers to pay for tweets to be shown in a user's feed.^[92]
2010	April 13	Launch	Viewability standard	The Media Rating Council approves RealVu's acccreditation for the Viewable Impression metric and related viewability metrics. This is the first viewability metric, and is an early harbinger of a shift toward viewability standard that would unfold over the next several years.^[93] Later in the year, RealVu would be awarded a certificate of excellence as a finalist for the prestigious Direct Marketing Association's (DMA) Innovation Awards for the Company's Viewable Impression metric.^[94]
2010	May	Launch	Data management platform	Krux, a data management platform (DMP), gets seed funding.^[95]
2010	June 3	Acquisition	Demand-side platform	Google confirms the acquisition of Invite Media.^[96]^[97] The Bid Manager would be rebranded as DoubleClick Bid Manager (DBM).
2010	October	Launch	End user control standard	The Digital Advertising Alliance (DAA) launches the AdChoices program.^[98]
2010	December	New feature	End user control standard	Microsoft announces that the Do Not Track (DNT) standard will be supported in Internet Explorer 9.^[99] Subsequently, Firefox becomes the first browser to implement DNT, and Internet Explorer, Safari, Chrome, and Opera follow/^[100]^[101]
2011	January 24	Launch	Social media advertising	Facebook launches Sponsored Stories, where brands can pay money to have their posts or other interactions related to the brand (such as friend activity) appear in front of more users. The Sponsored Stories would appear in place of existing ads and would not increase the ad load on the site (later, Sponsored Stories would become part of the News Feed; however, at this time, they are not).^[102]^[103]
2011	August	Standard change	End user control standard	Apple announces that it is deprecating UDID, the unique device identifier that advertisers and others can use to identify a device.^[104]^[105]
2011	September 29	New terminology	Native advertising	At the Online Media, Marketing and Advertising Conference, Fred Wilson first uses the term "native advertising".^[106]
2011	November 4	New publisher	Native advertising	Viral content publisher BuzzFeed launches its advertising page, inviting brands to run viral advertising campaigns on BuzzFeed.^[107] (Note: the archived link is from November 11; the date of November 4 comes from Google Search snippet).
2011	December 20	Launch	Social media advertising	Facebook announces that, starting in January 2012, it will be showing ads in the news feed on web (not on mobile), with the name "Featured Stories".^[108]^[109]^[110] The stories must be based on actions by the viewer's friends or from pages that the viewer has liked. As of January 10, 2012, the feature has launched.^[111]
2012	January	Launch	Real-time bidding standard	OpenRTB 2.0, a specification for real-time bidding (RTB), is released.^[112]
2012	June	New feature	End user control standard	Apple announces two new identifiers, IDFA (Identifier for Advertisers) (a cross-app/cross-publisher identifier) and IDFV (Identifier for Vendors) (a publisher-specific identifier), which is hailed as good news for the mobile app advertising industry.^[113]^[114]
2012	July 12	Write-off	Ad serving	Microsoft writes off the value of its aQuantive acquisition, leading to post-mortems regarding what went wrong with the acquisition.^[115]
2012	October 2	Launch	Demand-side platform	Amazon.com announces its advertising ambitions at Advertising Week. This includes building out the Amazon Advertising Platform (AAP) into a full-fledged demand-side platform, and opening it up to agencies.^[116] Commentators note the huge potential of Amazon's rich data on people's purchase intent and interest in powering targeted advertising.^[117]^[118]
2012		New feature	End user control standard	The Express installation settings for Microsoft's web browser, Internet Explorer 10, turn Do Not Track on by default. The Digital Advertising Alliance protests this decision^[119] while a Microsoft spokesperson defends it.^[120] On September 7, Roy Fielding, one of the authors of the DNT standard, submits a change to ignore the header for users coming from IE10,^[121] leading to controversy.^[122]^[123] The patch is commented out on October 9, restoring original behavior.^[124] On April 3, 2015, Microsoft announces that the Express installation will no longer activate Do Not Track, but Microsoft will continue to highlight the option to users so that they are aware of it.^[125]
2012	October 27 (one of the releases)	New feature	End user control standard	The Acceptable Ads standard is created by eyeo (the company behind Adblock Plus) and the Adblock Plus community. The standard controls which advertisers and ad formats are permitted for users who opt in to Acceptable Ads. It is offered as a middle ground between full ad blocking and no ad blocking.^[126] The Adblock Plus 1.3 release (October 27) starts showing some of these acceptable ads by default.^[127]
2012	December 11	Adoption	Viewability standard	Adweek reports that, starting 2013, the viewability standard will start rolling out seriously, through an initiative called the Making Measurement Making Sense (3MS) involving the Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB), and American Association of Advertising Agencies (4A's). In particular, Media Rating Council-accredited third-party researchers and analytics vendors will begin counting only viewable ad impressions.^[128]
2013	March	Adoption	Ad serving	Reddit starts using Adzerk for ad serving. This replaces DFP for serving external ads, and replaces Reddit's in-house ad management system for native advertising.^[129]^[130]^[131]^[132]
2013	April 26	Acquisition	Ad serving	Facebook acquires Atlas Solutions from Microsoft for $100 million, in order to enrich its already bustling advertising platform.^[133]^[134]^[65]^[135]
2013	May 1	Standard change	End user control standard	Apple announces that it is discontinuing accepting apps that use its deprecated identifier (the UDID) starting this date. Apple had announced the discontinuation of the identifier in August 2011 and introduced a replacement (the IDFA and IDFV) in June 2012.^[136]
2013	September 20	IPO	Demand-side platform	Rocket Fuel IPOs. Shares double on the first day of trading. This is the most successful ad tech IPO of 2013.^[137]
2013	October	Launch	Social media advertising	Instagram, a popular image sharing platform, releases its feature of having sponsored posts appear on user's feeds.^[138]
2013	October 30	IPO	Demand-side platform, retargeting	Retargeting-focused DSP Criteo IPOs on the NASDAQ, initially pricing its shares at $31.^[139]^[140]
2013	October 31	Standard change	End user control standard	Google announces that it is replacing "Android ID" with "Advertising ID" on Android devices. The move is analogized to Apple's move from UDID to Identifier for Advertising (IDFA).^[141]^[142]
2014	January 16	Open release	Real-time bidding standard	The first commit on the GitHub repository for the OpenRTB standard is recorded.^[143]
2014	February 24	Acquisition	Data management platform	Oracle acquires data management platform (DMP) company Bluekai.^[71]
2014	March	Acquisition	Video advertising	It is announced that Comcast is acquiring Freewheel, a video advertising solution used by many online video platforms including the online presence of many TV networks.^[144]
2014	March 24	Launch	Social media advertising	Pinterest, a creative image sharing platform, launches it Promoted Pins service which allows for additional advertising in a user's feed.^[145]
2014	June 23	Launch	Ad blocking	UBlock Origin, a very prominent ad-blocking extension for web browsers, launches.^[146]
2014	June 30	Launch	Viewability standard	The Media Rating Council releases Version 1.0 (Final) of its Viewable Ad Impression Measurement Guidelines.^[147]
2014	July 18	IPO	Video advertising	Video advertising platform TubeMogul IPOs at $7 per share (half of its original intended IPO price), and rises 50% on its first day of trading.^[148]^[149]^[150]^[151]
2014	November 14	Launch*	Ad serving	Facebook re-launches Atlas.^[152]
2015	May 12	Acquisition	Ad serving	Mobile data carrier Verizon acquires AOL for $4.4 billion; the main value of the acquisition to Verizon is the ad technology owned by AOL. The deal is expected to help Verizon target ads better to users across devices, through the combination of AOL's ad tech and data and Verizon's data.^[153]^[154]^[155]
2015	June 4	Analysis	Content discovery platform	An article by John Mahoney in The Awl introduces the term chumbox for the external recirculation widgets powered by content discovery platforms such as Taboola and Outbrain.^[156]
2015	July 19	New feature	Header bidding	The first commit for Prebid.js on GitHub is made by Paul Young.^[157] Prebid.js is a project at AppNexus to facilitate header bidding integrations.^[158]^[159]
2015	September 3	Acquisition	Ad serving	Verizon-owned AOL confirms the acquisition of Millennial Media for $238 million, to expand in mobile ads.^[160]
2015	November 2	New feature	Ad serving	Google DFP launches First Look, to allow buyers to access high-value users early on, and allow publishers to bring in high-value inventory at a higher priority than reserved impressions. Commentators view this as Google's answer to header bidding.^[161]
2016	April 13	New feature	Ad serving	Google announces that First Look is available to all DFP clients globally, and that it is testing exchange bidding in dynamic allocation (EBDA) with select partners, including Index Exchange and Rubicon Project.^[162] The move is seen as an effort to reduce the value of or need for header bidding.^[163]^[164]
2016	June 14	Launch	Social media advertising	Snapchat, a popular messaging app, begins to include advertisements between user's "stories".^[165]
2016	June 30	Shutdown	Ad serving	Apple shuts down the iAd app network and disbands the sales team, in favor of a new publisher-driven system.^[166]^[167]
2016	August	Major event	Ad blocking	Facebook states that they will start blocking the use of ad blocking extensions, specifically Adblock Plus and Adblock. In response to this, these ad-blockers began to block Facebook's blocking in a back-and-forth "war."^[168]
2016	September 15	Launch	Association	17 companies including the Interactive Advertising Bureau, Google, Procter & Gamble, Unilever, GroupM, and the Washington Post form the Coalition for Better Ads.^[169]^[170]^[171]^[172]
2016	September 21	IPO	Demand-side platform	The Trade Desk IPOs, and within a day, is trading at 60% more than the IPO offer price. It is the only "pure ad-tech" IPO of the year.^[173]^[174]
2016	September 26	Acquisition	Ad serving	Applovin is acquired by Chinese private equity firm Orient Hentai Capital for $1.42 billion.^[175]^[176]
2016	September 27	Launch	Ad guidelines	The Interactive Advertising Bureau introduces updates to its guidelines to address different ad sizes and formats, including 360 degree video, autoplays, emojis, and other emerging formats.^[177]
2016	October 3	Acquisition	Data management platform	Salesforce acquires Krux for $700 million and rebrands it as Salesforce DMP.^[178]
2017	February 10	Third-party verification	Viewability standard	Facebook agrees to have its ad serving audited by the Media Rating Council.^[179]^[180]
2017	February 21	Third-party verification	Viewability standard	YouTube agrees to have its ad serving audited by the Media Rating Council.^[181]^[182]
2017	February to April	Controversy	Ad serving	Google has a "brand safety" fiasco, after The Times of London publishes an article showing that advertisements are being shown alongside "extremist" YouTube videos.^[183] As a result, advertisers and agencies, initially in the United Kingdom,^[184] and later in the United States as well, pause their ads on YouTube.^[185] In response, Google promises to make improvements to its process for determining videos that are safe for ads, and also to give advertisers more visibility and control into the sort of content their ads are being shown against.^[186]^[187]
2017	March 15	Transition	Ad blocking	Eyeo, the company behind Adblock Plus, announces the transition of control for the standards behind Acceptable Ads to an Acceptable Ads Committee.^[188]^[189]
2017	March 28	Lawsuit	Ad serving	UK-based news webite The Guardian sues the Rubicon Project for allegedly not disclosing its fees when buying the publisher's inventory.^[190]
2017	March 31	New feature	Ad serving	Google announces that it is removing the "last-look" advantage for Ad Exchange in exchanging bidding in dynamic allocation (EBDA). Previously, all exchanges other than the Ad Exchange would have to submit bids first, and Ad Exchange would submit the final bid. Now, Ad Exchange would submit its bid along with all the other exchanges.^[191]^[192]
2017	April 18	Acquisition	Ad measurement (search, viewability)	Oracle acquires ad measurement company Moat for $850 million.^[193]^[194]^[195]
2017	April 20		Ad fraud	The Interactive Advertising Bureau (IAB) gives its 463 members until June 1, 2018 to register with the Trustwothy Accountability Group (TAG), the digital ad industry’s program to fight fraud and other criminal activity, to remain eligible for continued membership in the industry’s leading trade association.^[196]
2017	May	Launch	Social media advertising	Snapchat begins rolling out its self-serve ad manager for buying video Snap Ads.^[197]^[198]
2017	May		Ad fraud	The Interactive Advertising Bureau (IAB) Tech Lab introduces ads.txt as a tool that can help ad buyers avoid illegitimate sellers who arbitrage inventory and spoof domains.^[199]
2017	May 23	Launch	Social media advertising	Quora launches a self-serve ad platform. Previously, advertising on Quora was open only to a small number of select partners.^[200]^[201]^[202] Initial advertiser feedback praises the interface and the cost-effectiveness but asks for larger reach and more granular targeting options.^[203]
2017	June 1	Shutdown	Ad agency	AudienceScience shuts down after losing Procter & Gamble, its biggest client.^[204]
2017	June 5	New feature	Third-party cookies	Apple launches a new feature on Safari (both mobile and desktop) called Intelligent Tracking Prevention (ITP). ITP imposes a strict 24-hour limit on the use in a third-party context of persistent cookies that it believes (based on a machine learning algorithm) to be from ad networks. Cookies themselves can last for up to 30 days; it is only their use in a third-party context that is strictly limited to within 24 hours after accessing the website.^[205]
2017	September 14	Protest	Third-party cookies	Six adversting trade groups (the Interactive Advertising Bureau, American Advertising Federation, the Association of National Advertisers, the 4A’s and two others) publish an open letter critical of Apple's introduction of Intelligent Tracking Prevention (ITP), expressing concerns over how it will "sabotage" the Intenet's current economic model, hurting advertisers and publishers and resulting in less relevant ads for users.^[206]^[207]
2017	November	Information	Political manipulation	At the request of the United States House Intelligence Committee, Facebook publishes details of political advertisements bought in 2016 by social media accounts based in Russia, many of which were suspected to be connected with the Internet Research Agency, a company with Kremlin ties. This is amidst suspicion that the influence of these advertisements could have led to Donald Trump's victory in the 2016 election.^[208]^[209] Subsequently, Rob Goldman, vice-president of ads at Facebook, would say that sowing division in United States politics, rather than electing Trump, was the goal of these ads, citing a protest in Houston, both sides of which appear to have been orchestrated by the fake social media accounts.^[210]
2018	April 25	Industry standard	End user control standard, general privacy standard	The Transparency and Consent Framework' (TCF) v1.1 is released by the Interactive Advertising Bureau (IAB), specifically IAB Europe and IAB Tech Lab. It is intended as a framework for compliance with the European Union's General Data Protection Regulation that is scheduled to go in effect on May 25. Over time, TCF (mostly the successor version TCFv2) would be supported by consent management platforms and adopted by websites for serving their European traffic.^[211]
2018	May 25	Regulation	End user control standard, general privacy standard	The European Union's General Data Protection Regulation (GDPR) takes effect on this date. GDPR imposes a number of restrictions and requirements around how companies can collect user data, what information they need to make available to end users if asked, and end users' right to request that their data be erased. It is expected to have significant impact on the advertising and third-party data ecosystems, both in the European Union and worldwide.^[212] GDPR is expected to have some impact on the operations of Google^[213] and Facebook.^[214] It also leads to two US-based ad tech companies (location-based mobile marketing platform Verve and cross-device marketing platform Drawbridge) quitting Europe.^[215]^[216]
2018	June 27	Renaming	Ad serving	Google rebrands its ad products. Google Adwords becomes Google Ads, DoubleClick advertiser products and Google Analytics 360 Suite become Google Marketing Platform, and DoubleClick for Publishers and DoubleClick Ad Exchange become Google Ad Manager.^[217]^[218]
2019	March 6	New feature	Ad serving	Google announcees that Google Ad Manager will switch to a unified first-price auction (instead of the second-price auction in use at the time), citing greater complexity in the ad serving process making it more important to have a simpler auction step. Google is among the last to make the switch. Google plans to do tests during the summer and roll out later in the year if the tests go well.^[219]^[220]^[221]
2019	May 30	New feature	Identity solution	LiveRamp launches Authenticated Traffic Solutions (ATS) for publishers. This solution matches consented user data with a LiveRamp IdentityLink in real time, enabling personalized third-party advertising without the use of third-party cookies.^[222]^[223]
2019	August 21	Industry standard	End user control standard, general privacy standard	The Transparency and Consent Framework' (TCF) v2 is released by the Interactive Advertising Bureau (IAB), specifically IAB Europe and IAB Tech Lab. It is an upgrade to TCFv1.1 and is intended compliance with the European Union's General Data Protection Regulation.Over time, TCFv2 would be supported by consent management platforms and adopted by websites for serving their European traffic.^[211]
2019	September 3	New feature	Third-party cookies	Firefox's latest release activates Enhanced Tracking Protection by default for all users. This blocks third-party tracking cookies and cryptominers.^[224]^[225]
2019	September 5	New feature	Ad serving	Google announces that it is beginning the rollout of unified first-price auctions for Google Ad Manager. This follows up on a preliminary announcement in March and testing in the intermediate months.^[226]^[227]
2019	October 3	Merger	Content discovery platform	Content discovery platforms Taboola and Outbrain announce plans to merge; the combined entity would be market-dominant among content discovery platforms.^[228]^[229] The planned merger would be called off in late 2020.^[230]
2020	January 14	New feature	Third-party cookies	Google announces a proposal to phase out third-party cookies from Chrome by 2022, and create a "privacy sandbox" through which the browser makes some high-level information about the user available to websites. This is far behind Safari and Firefox, that have largely eliminated third-party cookies by this point.^[231]^[232]^[233]
2020	March 24	New feature	Third-party cookies	Almost three years after introducing Intelligent Tracking Prevention (ITP), Apple makes several updates to ITP on Safari, the most important of which is that it now fully blocks all use of cookies in a third-party context by default.^[234]^[235]
2020	September 8	Merger	Content discovery platform	The planned merger of Taboola and Outbrain is called off.^[230]^[236]
2020	November	Launch	Identity solution	The Trade Desk's "Unified ID 2.0" solution gets buy-in from several companies in the ad tech and measurement space including LiveRamp, Criteo, Nielsen, Magnite, Index Exchange, and PubMatic.^[237]^[238]
2021	April 26	New feature	App identity	Apple releases iOS 14.5; this includes the long-awaited App Tracking Transparency update; this prompts the user for apps that are tracking the user across websites and apps. This is expected to negatively affect in-app advertising in advertising-supported apps (such as Facebookk) if a lot of users opt out of tracking.^[239]
2021	June 11	Regulation	Third-party cookies	The UK's competition regulator, the Competition and Markets Authority, announces an agreement with Google whereby Google makes some commitments about the way it will phase out third-party cookies and introduce Privacy Sandbox, so as to minimize the negative effects of these steps on its competition.^[240]^[241]
2021	June 24	Announcement	Third-party cookies	Google announces that the release of Privacy Sandbox, the third-party cookie replacement used by Chrome, will be delayed to 2023.^[242]^[243]

(*) Such launches are not initial launches, but rather re-launches.

Numerical and visual data

Google Scholar

The following table summarizes per-year mentions on Google Scholar as of August 15, 2021.

Year	"online advertising"
1994	95
1996	72
1998	244
2000	523
2002	761
2004	796
2006	1,030
2008	1,790
2010	4,270
2012	3,540
2014	4,300
2016	5,530
2018	6,880
2020	7,950

Google Trends

The comparative chart below shows Google Trends data for Online advertising (Search term) and Online advertising (Topic), from January 2004 to March 2021, when the screenshot was taken. Interest is also ranked by country and displayed on world map.^[244]

Google Ngram Viewer

The chart below shows Google Ngram Viewer data for Online advertising, from 1990 to 2019.^[245]

Wikipedia Views

The chart below shows pageviews of the English Wikipedia article Online advertising, on desktop from December 2007, and on mobile-web, desktop-spider, mobile-web-spider and mobile app, from July 2015; to February 2021.^[246]

Meta information on the timeline

How the timeline was built

The first iteration of the timeline was created by Avi Glozman on Wikipedia with payment from Vipul Naik, who also provided a list of event types and some sample events to get started with. The completion of the iteration (at the time of import into Timelines Wiki) is here.
The second iteration was worked on by Vipul Naik. The methods used in this iteration include:
- Reading through recent posts and archives of digital advertising and digital content publications like Digiday and AdExchanger to get a better qualitative sense of the sorts of topics discussed around digital advertising.
- Using web search engines with various search keywords that combine ad tech terms with history terms, along with date range selection tools in search, to get a bunch of pages that talk of the history of ad tech. Then, using the lists of companies and events obtained this way and explicitly searching with those as keywords to get more specific data on them.

What the timeline is still missing

The timeline is lacking in a few important respects:

It does not provide a clear sense on the timeline of migration to digital for advertisers who have (or previously had) a big advertising presence. A number of lists of largest advertisers is available online.^[247]^[248]
It does not give enough importance to advertising agencies, the intermediaries between the companies on behalf of which advertisements are made, and the DSPs or ad networks that actually manage ad pacing, bidding, and delivery. Advertising agencies are responsible for designing ad creatives and manage the relationship with the DSP (or sometimes directly with the ad network or publisher). They again pre-date the Internet, so their migration to digital (or the evolution of new digital-focused agencies) is worth understanding. Examples include Havas and GroupM.
More coverage is needed of "brand safety" issues.
More coverage is needed of issues related to viewability, ad fraud, and third-party measurement and verification.
Maybe a row or two on hacks such as floor price optimization, and other evolutions in the real-time bidding space?
More coverage of attribution and connection with offline purchases (to the extent that it strongly connects with online advertising)

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Difference between revisions of "Timeline of online advertising"

Latest revision as of 11:43, 22 March 2024

Contents

Overview

Timeline

Numerical and visual data

Google Scholar

Google Trends

Google Ngram Viewer

Wikipedia Views

Meta information on the timeline

How the timeline was built

What the timeline is still missing

See also

References

Navigation menu

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@@ Line 1: / Line 1: @@
 {{Attribute English Wikipedia|original-exists=yes|substantial-edits=yes}}
-This page is a '''timeline of [[wikipedia:online advertising|online advertising]]'''. Major launches, milestones and other major events are included.
+This page is a '''timeline of {{w|online advertising}}'''. Major launches, milestones and other major events are included.
 == Overview ==
@@ Line 29: / Line 29: @@
 |Social media advertising continues to grow; Instagram, Pinterest and Snapchat are among the new players in the space.<br/> Google retains its dominant position in display advertising, but faces more pressure from both buyers and sellers to make its policies more friendly to their needs. Inefficiencies in the ad serving process lead to opportunities for innovations like header bidding. Google attempts to render these redundant by allowing for more competition in the ad serving.<br/>Verizon acquires AOL and then Yahoo!, with the former acquisition explicitly being justified as an ad tech acquisition.
 |}
 == Timeline ==
@@ Line 34: / Line 35: @@
 !Year
 !Month and date
-!Event Type
+!Event type
-!Advertisement Type
+!Topic
 !Description
 |-
@@ Line 118: / Line 119: @@
   |title= The American Dream: Running Your Own Show
   |first= Perla |last= Ni |date= May 27, 1999
-  |publisher= [[AsianWeek]]
+  |publisher= {{w|AsianWeek}}
-}}</ref> [[Ali Partovi]] later joined them as a third partner in August 1996.<ref>{{cite web|title=Ali Partovi on LinkedIn|url=https://www.linkedin.com/in/apartovi|publisher=LinkedIn|accessdate=10 July 2015}}</ref> In November 1996, when the company consisted of about 10 people, it moved from Hsieh's and Madan's living room to an office<ref>{{cite web
+}}</ref> {{w|Ali Partovi}} later joined them as a third partner in August 1996.<ref>{{cite web|title=Ali Partovi on LinkedIn|url=https://www.linkedin.com/in/apartovi|publisher=LinkedIn|accessdate=10 July 2015}}</ref> In November 1996, when the company consisted of about 10 people, it moved from Hsieh's and Madan's living room to an office<ref>{{cite web
   |url= http://linkexchange.com/compinfo/comp_index.html
   |title= Company Info
@@ Line 167: / Line 168: @@
 |Acquisition
 |Web-ring advertising
-|[[wikipedia:Microsoft|Microsoft]] announces that it has acquired [[wikipedia:LinkExchange|LinkExchange]], a company that worked on monetization of web-rings.<ref>{{cite web|url = https://www.wsj.com/articles/SB910216110299783500|title = Microsoft Buys LinkExchange For About $250 Million in Stock|last = Wingfield|first = Nick|date = November 5, 1998|accessdate = April 3, 2017|publisher = ''[[wikipedia:Wall Street Journal|Wall Street Journal]]}}</ref><ref name=ad-tech-acquisition-history>{{cite web|url = http://www.adopsinsider.com/ad-ops-strategy/a-history-of-ad-tech-acquisitions/|title = A History of Ad Tech Acquisitions|date = July 19, 2015|accessdate = April 3, 2017|publisher = Ad Ops Insider}}</ref><ref>{{cite web|url = https://news.microsoft.com/1998/11/05/microsoft-acquires-linkexchange-to-greatly-expand-small-business-services-from-msn/|title = Microsoft Acquires LinkExchange to Greatly Expand Small-Business Services From MSN|date = November 5, 1998|accessdate = April 3, 2017|publisher = [[wikipedia:Microsoft|Microsoft]]}}</ref>
+|[[wikipedia:Microsoft|Microsoft]] announces that it has acquired [[wikipedia:LinkExchange|LinkExchange]], a company that worked on monetization of web-rings.<ref>{{cite web|url = https://www.wsj.com/articles/SB910216110299783500|title = Microsoft Buys LinkExchange For About $250 Million in Stock|last = Wingfield|first = Nick|date = November 5, 1998|accessdate = April 3, 2017|publisher = ''[[wikipedia:Wall Street Journal|Wall Street Journal]]}}</ref><ref name=ad-tech-acquisition-history>{{cite web|url = http://www.adopsinsider.com/ad-ops-strategy/a-history-of-ad-tech-acquisitions/|title = A History of Ad Tech Acquisitions|date = July 19, 2015|accessdate = April 3, 2017|publisher = Ad Ops Insider}}</ref><ref>{{cite web|url = https://news.microsoft.com/1998/11/05/microsoft-acquires-linkexchange-to-greatly-expand-small-business-services-from-msn/|title = Microsoft Acquires LinkExchange to Greatly Expand Small-Business Services From MSN|date = November 5, 1998|accessdate = April 3, 2017|publisher = {{w|Microsoft}}}}</ref>
 |-
 |1998
@@ Line 192: / Line 193: @@
 |Ad serving
 |DoubleClick acquires NetGravity for $530 million in stock.<ref name=basswood/><ref name=doubleclick-acquires-netgravity-wsj>{{cite web|url = https://www.wsj.com/articles/SB931823854604934844|title = DoubleClick to Acquire NetGravity In Push to Own Online-Ad Market|last = Petersen|first = Andrea|date = July 13, 1999|accessdate = April 3, 2017|publisher = ''[[wikipedia:Wall Street Journal|Wall Street Journal]]''}}</ref><ref name=doubleclick-acquires-netgravity-cnn>{{cite web|url = http://money.cnn.com/1999/07/13/deals/doubleclick/|title = DoubleClick, NetGravity tie|publisher = ''[[wikipedia:CNN|CNN]]''|date = July 13, 1999|accessdate = April 3, 2017}}</ref><ref name=ad-tech-acquisition-history/>
+|-
+|2000
+|
+|Launch
+|Association
+|The {{w|Network Advertising Initiative}} (NAI) is founded. NAI is a membership-based "self-regulatory association dedicated to responsible data collection and its use for digital advertising."<ref>{{cite web|url = https://www.networkadvertising.org/about-nai/about-nai/|title = About The NAI|publisher = Network Advertising Initiative|accessdate = June 13, 2021}}</ref>
 |-
 |2000
@@ Line 215: / Line 222: @@
 |Launch
 |Ad exchange
-|[[wikipedia:Right Media|Right Media]], the company that operates the Right Media Exchange (RMX) launches.<ref>{{cite web|url=http://whois.domaintools.com/rightmedia.com|title=RightMedia.com WHOIS, DNS, & Domain Info - DomainTools|work=[[WHOIS]]|date= |accessdate=2016-07-19}}</ref> It would eventually be acquired by [[wikipedia:Yahoo!|Yahoo!]].<ref name=yahoo-rmx-acquisition>{{cite web|last=Auchard|first=Eric|title=Yahoo to buy rest of Right Media for $680 mln|url=http://www.reuters.com/article/2007/04/30/us-rightmedia-yahoo-idUSN3037037520070430|publisher=Reuters|accessdate=April 30, 2007}}</ref>
+|[[wikipedia:Right Media|Right Media]], the company that operates the Right Media Exchange (RMX) launches.<ref>{{cite web|url=http://whois.domaintools.com/rightmedia.com|title=RightMedia.com WHOIS, DNS, & Domain Info - DomainTools|work={{w|WHOIS}}|date= |accessdate=2016-07-19}}</ref> It would eventually be acquired by [[wikipedia:Yahoo!|Yahoo!]].<ref name=yahoo-rmx-acquisition>{{cite web|last=Auchard|first=Eric|title=Yahoo to buy rest of Right Media for $680 mln|url=http://www.reuters.com/article/2007/04/30/us-rightmedia-yahoo-idUSN3037037520070430|publisher=Reuters|accessdate=April 30, 2007}}</ref>
 |-
 |2003
@@ Line 239: / Line 246: @@
 |Launch
 |Ad network
-|[[wikipedia:BlueLithium|BlieLithium]] is founded by [[wikipedia:Gurbaksh Chahal|Gurbaksh Chahal]] and [[wikipedia:Krishna Subramanian|Krishna Subramanian]] as an ad network focused on behavioral targeting.<ref>{{cite web|url=http://whois.domaintools.com/bluelithium.com|title=BlueLithium.com WHOIS, DNS, & Domain Info - DomainTools|work=[[WHOIS]]|date= |accessdate=2016-07-19}}</ref> The company would later be acquired by Yahoo! and its product woud become [[wikipedia:Yahoo! Advertising|Yahoo! Advertising]].<ref name=yahoo-bluelithium=acquisition>{{cite web|url=https://techcrunch.com/2007/09/04/yahoo-acquires-ad-network-bluelithium/|title = Yahoo! Acquires Ad Network BlueLithium|last = Hendrickson|first = Mark|date = September 4, 2007|accessdate = April 14, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref><ref name=yahoo-acquires-bluelithium-2>{{cite web|url = http://searchengineland.com/yahoo-acquires-ad-network-bluelithium-12087|title = Yahoo Acquires Ad Network BlueLithium|last = Sterling|first = Greg|date = September 4, 2007|accessdate = April 14, 2017|publisher = Search Engine Land}}</ref>
+|[[wikipedia:BlueLithium|BlieLithium]] is founded by [[wikipedia:Gurbaksh Chahal|Gurbaksh Chahal]] and [[wikipedia:Krishna Subramanian|Krishna Subramanian]] as an ad network focused on behavioral targeting.<ref>{{cite web|url=http://whois.domaintools.com/bluelithium.com|title=BlueLithium.com WHOIS, DNS, & Domain Info - DomainTools|work={{w|WHOIS}}|date= |accessdate=2016-07-19}}</ref> The company would later be acquired by Yahoo! and its product woud become [[wikipedia:Yahoo! Advertising|Yahoo! Advertising]].<ref name=yahoo-bluelithium-acquisition>{{cite web|url=https://techcrunch.com/2007/09/04/yahoo-acquires-ad-network-bluelithium/|title = Yahoo! Acquires Ad Network BlueLithium|last = Hendrickson|first = Mark|date = September 4, 2007|accessdate = April 14, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref><ref name=yahoo-acquires-bluelithium-2>{{cite web|url = http://searchengineland.com/yahoo-acquires-ad-network-bluelithium-12087|title = Yahoo Acquires Ad Network BlueLithium|last = Sterling|first = Greg|date = September 4, 2007|accessdate = April 14, 2017|publisher = Search Engine Land}}</ref>
 |-
 |2004
@@ Line 251: / Line 258: @@
 |Acquisition
 |Ad serving
-|AOL acquires Advertising.com for $435 million.<ref>{{cite web|url = http://adage.com/article/digital/aol-acquires-advertising-435-million/40495/|title = AOL Acquires Advertising.com for $435 Million. Looks to Bolster Online Ad Growth With Pay-per-performance Model|date = June 24, 2004|accessdate = April 7, 2017|publisher = [[wikipedia:Advertising Age|Advertising Age]]}}</ref><ref name=ad-tech-acquisition-history/>
+|AOL acquires Advertising.com for $435 million.<ref>{{cite web|url = http://adage.com/article/digital/aol-acquires-advertising-435-million/40495/|title = AOL Acquires Advertising.com for $435 Million. Looks to Bolster Online Ad Growth With Pay-per-performance Model|date = June 24, 2004|accessdate = April 7, 2017|publisher = {{w|Advertising Age}}}}</ref><ref name=ad-tech-acquisition-history/>
 |-
 |2005
@@ Line 263: / Line 270: @@
 |Acquisition
 |Ad formats
-|[[wikipedia:Gannett|Gannett]] announcing that it is acquiring rich ad media formats company PointRoll for $100 million.<ref>{{cite web|url = http://www.adweek.com/brand-marketing/gannett-buys-pointroll-100-mil-79990/|title = Gannett Buys PointRoll for $100 Mil.|last = Morrissey|first = Brian|date = June 10, 2005|accessdate = April 4, 2017|publisher = [[wikipedia:AdWeek|AdWeek]]}}</ref><ref>{{cite web|url = https://technical.ly/philly/2014/01/22/biggest-philly-tech-exits/|title = 17 biggest Philadelphia tech business acquisitions since 2000. When Boomi, a Berwyn-based cloud computing company, got acquired by Dell, the Wired headline read: “Dell Discovers Internet Mojo...in Philadelphia?” Maybe after a few more local exits, Wired will drop the question mark.|last = Reyes|first = Juliana|date= January 22, 2014|accessdate = April 4, 2017|publisher = technical.ly}}</ref>
+|[[wikipedia:Gannett|Gannett]] announcing that it is acquiring rich ad media formats company PointRoll for $100 million.<ref>{{cite web|url = http://www.adweek.com/brand-marketing/gannett-buys-pointroll-100-mil-79990/|title = Gannett Buys PointRoll for $100 Mil.|last = Morrissey|first = Brian|date = June 10, 2005|accessdate = April 4, 2017|publisher = {{w|AdWeek}}}}</ref><ref>{{cite web|url = https://technical.ly/philly/2014/01/22/biggest-philly-tech-exits/|title = 17 biggest Philadelphia tech business acquisitions since 2000. When Boomi, a Berwyn-based cloud computing company, got acquired by Dell, the Wired headline read: “Dell Discovers Internet Mojo...in Philadelphia?” Maybe after a few more local exits, Wired will drop the question mark.|last = Reyes|first = Juliana|date= January 22, 2014|accessdate = April 4, 2017|publisher = technical.ly}}</ref>
 |-
 |2005
@@ Line 275: / Line 282: @@
 |Launch
 |Mobile advertising
-|Mobile advertising platform [[wikipedia:AdMob|AdMob]] launches.<ref name="tmcnet.com">{{cite web|url=http://www.tmcnet.com/usubmit/2009/11/04/4462302.htm|title=AdMob: STA Travel's iPhone advertising campaign takes flight|accessdate=November 9, 2009}}</ref><ref>{{cite web|url=https://opencorporates.com/companies/us_de/4140533|title=ADMOB GOOGLE INC. :: OpenCorporates|work=[[OpenCorporates]]|date=2015-10-10|accessdate=2016-03-08}}</ref>
+|Mobile advertising platform [[wikipedia:AdMob|AdMob]] launches.<ref name="tmcnet.com">{{cite web|url=http://www.tmcnet.com/usubmit/2009/11/04/4462302.htm|title=AdMob: STA Travel's iPhone advertising campaign takes flight|accessdate=November 9, 2009}}</ref><ref>{{cite web|url=https://opencorporates.com/companies/us_de/4140533|title=ADMOB GOOGLE INC. :: OpenCorporates|work={{w|OpenCorporates}}|date=2015-10-10|accessdate=2016-03-08}}</ref>
 |-
 |2006
@@ Line 288: / Line 295: @@
 |N/A
 |YouTube is acquired by Google for $1.65 billion.<ref>{{Cite news|url=https://www.nytimes.com/2006/10/09/business/09cnd-deal.html|title=Google to Acquire YouTube for $1.65 Billion|last=Sorkin|first=Andrew Ross|date=2006-10-09|last2=Peters|first2=Jeremy W.|newspaper=The New York Times|issn=0362-4331|access-date=2017-01-07}}</ref>
+|-
+|2006
+|
+|Launch
+|Ad serving
+|{{w|PubMatic}} is founded.<ref>{{cite web|url = https://pubmatic.com/about-us/|title = PubMatic: About|publisher = PubMatic|accessdate = June 13, 2021}}</ref>
 |-
 |2006
@@ Line 293: / Line 306: @@
 |Invention, Launch, Milestone
 |[[wikipedia:Ad blocking|Ad blocking]]
-|[[wikipedia:Adblock Plus|Adblock Plus]], a very prominent ad-blocking add-on for [[wikipedia:web browser|web browser]]s, is released.<ref>{{Cite web|url=https://adblockplus.org/en/about|title=About Adblock Plus|website=adblockplus.org|access-date=2017-01-12}}</ref>
+|{{w|Adblock Plus}}, a very prominent ad-blocking add-on for [[wikipedia:web browser|web browser]]s, is released.<ref>{{Cite web|url=https://adblockplus.org/en/about|title=About Adblock Plus|website=adblockplus.org|access-date=2017-01-12}}</ref>
 |-
 |2006
 |
 |Launch
-|[[wikipedia:Behavioral targeting|Content discovery platform]]
+|[[w:Behavioral targeting|Content discovery platform]]
-|[[wikipedia:Outbrain|Outbrain]], a notable advertising company that powers external recirculation widgets, launches.<ref>{{Cite news|url=http://startupcamel.com/ep-43-ori-lahav-outbrain/|title=EP 43: Ori Lahav / OutBrain - Startup Camel Podcast|date=2014-10-05|newspaper=Startup Camel Podcast|language=en-US|access-date=2017-01-12}}</ref>
+|{{w|Outbrain}}, a notable advertising company that powers external recirculation widgets, launches.<ref>{{Cite news|url=http://startupcamel.com/ep-43-ori-lahav-outbrain/|title=EP 43: Ori Lahav / OutBrain - Startup Camel Podcast|date=2014-10-05|newspaper=Startup Camel Podcast|language=en-US|access-date=2017-01-12}}</ref>
 |-
 |2007
@@ Line 305: / Line 318: @@
 |Launch
 |Content discovery platform
-|[[wikipedia:Taboola|Taboola]], a notable advertising company that powers external recirculation widgets, launches.<ref>{{Cite web|url=https://www.crunchbase.com/organization/taboola|title=Taboola {{!}} crunchbase|website=www.crunchbase.com|access-date=2017-02-09}}</ref><ref>{{Cite web|url=https://www.taboola.com/our-story|title=Our Story {{!}} World's Largest Discovery Platform {{!}} Taboola|website=www.taboola.com|access-date=2017-02-09}}</ref>
+|{{w|Taboola}}, a notable advertising company that powers external recirculation widgets, launches.<ref>{{Cite web|url=https://www.crunchbase.com/organization/taboola|title=Taboola {{!}} crunchbase|website=www.crunchbase.com|access-date=2017-02-09}}</ref><ref>{{Cite web|url=https://www.taboola.com/our-story|title=Our Story {{!}} World's Largest Discovery Platform {{!}} Taboola|website=www.taboola.com|access-date=2017-02-09}}</ref>
 |-
 |2007
 |
 |Launch
-|[[wikipedia:Behavioral targeting|Behavioral targeting]], [[wikipedia:Social Media Advertising|Social media advertising]]
+|{{w|Behavioral targeting}}, {{w|Social media advertising}}
 |Facebook launches [[wikipedia:Facebook Beacon|Beacon]], an intricate advertising platform that tracks Facebook user's activities on websites outside of Facebook.<ref>{{Cite web|url=http://www.pcworld.com/article/140182/article.html|title=Facebook's Beacon More Intrusive Than Previously Thought|website=PCWorld|access-date=2017-01-07}}</ref>
 |-
@@ Line 389: / Line 402: @@
 |Launch
 |Ad blocking
-|[[wikipedia:Rick Petnel|Rick Petnel]] creates [[wikipedia:Easylist|Easylist]], one of the most popular filter lists available for ad-blocking web browser add-ons.<ref>{{Cite news|url=http://www.washingtonpost.com/wp-dyn/content/article/2008/06/24/AR2008062401287.html|title=One Man, One Long List, No More Web Ads|last=Whoriskey|first=Peter|date=2008-06-25|newspaper=The Washington Post|access-date=2017-02-08|language=en-US|issn=0190-8286}}</ref> The filter list Easylist Privacy is also available, and focuses on the blocking of web elements that may invade a user's privacy.
+|{{w|Rick Petnel}} creates {{w|Easylist}}, one of the most popular filter lists available for ad-blocking web browser add-ons.<ref>{{Cite news|url=http://www.washingtonpost.com/wp-dyn/content/article/2008/06/24/AR2008062401287.html|title=One Man, One Long List, No More Web Ads|last=Whoriskey|first=Peter|date=2008-06-25|newspaper=The Washington Post|access-date=2017-02-08|language=en-US|issn=0190-8286}}</ref> The filter list Easylist Privacy is also available, and focuses on the blocking of web elements that may invade a user's privacy.
 |-
 |2008
@@ Line 402: / Line 415: @@
 |Ad serving
 |Adzerk, a company that provides ad serving tech as well as tools to build an in-house ad server, is founded by James Avery, growing out of two niche ad networks started by him: The Lounge and Ruby Row.<ref>{{cite web|url = https://adzerk.com/about/|title = Our Story|publisher = Adzerk|accessdate = April 7, 2017}}</ref><ref name=adzerk-seed-round>{{cite web|url = https://techcrunch.com/2011/07/12/ad-serving-technology-startup-adzerk-secures-650000/|title = Ad Serving Technology Startup Adzerk Secures $650,000|last = Wauters|first = Robin|date = July 12, 2011|accessdate = April 7, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref> The company would soon acquire [[wikipedia:Stack Overflow|Stack Overflow]] as a customer and report raising seed funding of $650,000 in July 2011.<ref name=adzerk-seed-round/>
+|-
+|2009
+|
+|Launch
+|Ad measurement
+|{{w|Integral Ad Science}} is launched as AdSafe Media. The company would be known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score.<ref>{{Cite web|url=http://www.adweek.com/news/technology/adsafe-rebrands-integral-ad-science-145493|title=AdSafe Rebrands as Integral Ad Science|publisher=''[[Adweek]]''|date=November 29, 2012|accessdate=March 29, 2015|author=Peterson, Tim}}</ref><ref>{{Cite web|url=https://techcrunch.com/2014/01/02/integral-ad-science-raises-30m-august-capital-led-round-to-find-high-quality-ad-impressions/| title = Integral Ad Science Raises $30M, August Capital-Led Round To Find High Quality Ad Impressions|publisher=''[[TechCrunch]]''|date=January 2, 2014|accessdate=March 29, 2015|author=Ha, Anthony}}</ref>
 |-
 |2009
@@ Line 419: / Line 438: @@
 |Launch
 |Demand-side platform
-|'''The Trade Desk''', a technology company that operates a demand-side platform, launches.<ref>{{cite web|url = https://www.crunchbase.com/organization/the-trade-desk|title = The Trade Desk|publisher = [[wikipedia:CrunchBase|CrunchBase]]|accessdate = April 14, 2017}}</ref>
+|'''The Trade Desk''', a technology company that operates a demand-side platform, launches.<ref>{{cite web|url = https://www.crunchbase.com/organization/the-trade-desk|title = The Trade Desk|publisher = {{w|CrunchBase}}|accessdate = April 14, 2017}}</ref>
 |-
 |2009
@@ Line 426: / Line 445: @@
 |Mobile advertising
 |Google announces that it is in the process of acquiring mobile advertising platform AdMob for $750 million.<ref>{{cite web|url = https://techcrunch.com/2009/11/09/google-acquires-admob/|title = Google Acquires AdMob For $750 Million|date = November 9, 2009|accessdate = April 3, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref><ref>{{cite web|url = http://www.nytimes.com/2009/11/10/technology/companies/10google.html|title = Google Set to Acquire AdMob for $750 Million|last = Helft|first = Miguel|date = November 9, 2009|accessdate = April 3, 2017|publisher = ''[[wikipedia:New York Times|New York Times]]''}}</ref> The completion of the acquisition is announced on the Google blog on May 27, 2010.<ref>{{cite web|url = https://googleblog.blogspot.com/2010/05/weve-officially-acquired-admob.html|title = We’ve officially acquired AdMob!|date = May 27, 2010|accessdate = April 3, 2017|publisher = Google Official Blog}}</ref>
+|-
+|2010
+|
+|Launch
+|Ad measurement (search, viewability)
+|Moat is founded by Jonah and Noah Goodhart and Mike Walrath, who were previously involved with Right Media Exchange. The company provides an ad search tool and Internet-wide ad viewability data and insights.<ref>{{cite web|url = https://www.crunchbase.com/organization/moat|title = Moat|publisher = CrunchBase|accessdate = August 1, 2017}}</ref><ref>{{cite web|url = https://techcrunch.com/2011/04/18/moat/|title = MOAT: A Search Engine For Ads, And So Much More|last = Schonfeld|first = Erick|date = April 18, 2011|accessdate = August 1, 2017|publisher = ''TechCrunch''}}</ref>
+|-
+| 2010
+|
+|Launch
+|Ad measurement (real-time price data, inventory discovery, bid monitoring)
+|Metamarkets launches. The company is an ad tech startup that provides programmatic ad data-related services to marketers, such as a data dashboard to measure how campaigns are performing; an API to import your programmatic data into other apps; and inventory discovery and bid monitoring for exchanges.<ref>{{cite web|url = https://techcrunch.com/2017/11/03/snap-metamarkets/|title = Sources: Snap has acquired Metamarkets for less than $100M to step up its ad tech play|last = Lunden|first = Ingrid|date = November 3, 2017|accessdate = November 5, 2017|publisher = TechCrunch}}</ref><ref>{{cite web|url = https://gigaom.com/2015/02/24/advertising-analytics-platform-metamarkets-raises-another-15m/|title = Advertising analytics platform Metamarkets raises another $15M|last = Harris|first = Derrick|date = February 24, 2015|accessdate = November 5,  2017|publisher = GigaOm}}</ref>
 |-
 |2010
@@ Line 450: / Line 481: @@
 |Social media advertising
 |[[wikipedia:Twitter|Twitter]] launches [[wikipedia:Promoted Tweets|Promoted Tweets]], which allows advertisers to pay for tweets to be shown in a user's feed.<ref>{{Cite news|url=http://www.telegraph.co.uk/technology/twitter/7586446/Twitter-launches-promoted-tweets-in-a-bid-to-make-money.html|title=Twitter launches 'promoted tweets'  in a bid to make money|newspaper=Telegraph.co.uk|access-date=2017-01-07}}</ref>
+|-
+|2010
+|April 13
+|Launch
+|Viewability standard
+|The {{w|Media Rating Council}} approves RealVu's acccreditation for the Viewable Impression metric and related viewability metrics. This is the first viewability metric, and is an early harbinger of a shift toward viewability standard that would unfold over the next several years.<ref>{{cite web|url = http://www.realvu.com/mrc-accredited-viewable-impressions/|title = MRC Accredited Viewable Impressions|publisher = RealVu|accessdate = July 25, 2017}}</ref> Later in the year, RealVu would be awarded a certificate of excellence as a finalist for the prestigious Direct Marketing Association's (DMA) Innovation Awards for the Company's Viewable Impression metric.<ref>{{cite web|url = http://www.marketwired.com/press-release/realvu-honored-direct-marketing-association-with-certificate-excellence-as-1326003.htm|title = RealVu Honored by the Direct Marketing Association With Certificate of Excellence as Innovation Award Finalist|date = September 28, 2010|accessdate = July 24, 2017}}</ref>
 |-
 |2010
@@ Line 500: / Line 537: @@
 |Launch
 |Social media advertising
-|Facebook launches Sponsored Stories, where brands can pay money to have their posts or other interactions related to the brand (such as friend activity) appear in front of more users. The Sponsored Stories would appear in place of existing ads and would not increase the ad load on the site (later, Sponsored Stories would become part of the News Feed; however, at this time, they are not).<ref>{{cite web|url = http://www.adweek.com/digital/sponsored-stories-feed-ads/|title = Facebook’s Sponsored Stories Turns News Feed Posts Into Home Page Ads|last = Constine|first = Josh|date = January 24, 2011|accessdate = April 5, 2017|publisher = [[wikipedia:Adweek|Adweek]]}}</ref><ref>{{Cite web|url = http://www.adweek.com/digital/facebook-launches-sponsored-stories-125531/|title = Facebook Launches ‘Sponsored Stories’|last = Morrissey|first = Brian|publisher = [[wikipedia:Adweek|Adweek]]|date = January 25, 2011|accessdate = April 5, 2017}}</ref>
+|Facebook launches Sponsored Stories, where brands can pay money to have their posts or other interactions related to the brand (such as friend activity) appear in front of more users. The Sponsored Stories would appear in place of existing ads and would not increase the ad load on the site (later, Sponsored Stories would become part of the News Feed; however, at this time, they are not).<ref>{{cite web|url = http://www.adweek.com/digital/sponsored-stories-feed-ads/|title = Facebook’s Sponsored Stories Turns News Feed Posts Into Home Page Ads|last = Constine|first = Josh|date = January 24, 2011|accessdate = April 5, 2017|publisher = {{w|Adweek}}}}</ref><ref>{{Cite web|url = http://www.adweek.com/digital/facebook-launches-sponsored-stories-125531/|title = Facebook Launches ‘Sponsored Stories’|last = Morrissey|first = Brian|publisher = {{w|Adweek}}|date = January 25, 2011|accessdate = April 5, 2017}}</ref>
 |-
 |2011
@@ Line 518: / Line 555: @@
 |New publisher
 |Native advertising
-|Viral content publisher [[wikipedia:BuzzFeed|BuzzFeed]] launches its advertising page, inviting brands to run viral advertising campaigns on BuzzFeed.<ref>{{cite web|url = http://www.buzzfeed.com/help/advertising|archiveurl = https://web.archive.org/web/20111111001836/http://www.buzzfeed.com/help/advertising|archivedate = November 11, 2011|title = Help / Advertising and Partnerships|publisher = [[wikipedia:BuzzFeed|BuzzFeed]]}}</ref> (Note: the archived link is from November 11; the date of November 4 comes from Google Search snippet).
+|Viral content publisher [[wikipedia:BuzzFeed|BuzzFeed]] launches its advertising page, inviting brands to run viral advertising campaigns on BuzzFeed.<ref>{{cite web|url = http://www.buzzfeed.com/help/advertising|archiveurl = https://web.archive.org/web/20111111001836/http://www.buzzfeed.com/help/advertising|archivedate = November 11, 2011|title = Help / Advertising and Partnerships|publisher = {{w|BuzzFeed}}}}</ref> (Note: the archived link is from November 11; the date of November 4 comes from Google Search snippet).
 |-
 |2011
@@ Line 524: / Line 561: @@
 |Launch
 |Social media advertising
-|Facebook announces that, starting in January 2012, it will be showing ads in the news feed on web (''not'' on mobile), with the name "Featured Stories".<ref>{{cite web|url = http://adage.com/article/digital/facebook-start-placing-ads-user-news-feeds-january/231691/|title = Facebook to Start Placing Ads in User News Feeds in January. 'Sponsored Stories' in the News Feed, But Not in Mobile for Now|last = Delo|first = Cotton|date = December 20, 2011|accessdate = April 5, 2017|publisher = [[wikipedia:Advertising Age|Advertising Age]]}}</ref><ref>{{cite web|url = https://techcrunch.com/2011/12/20/sponsored-stories-news-feed/|title = Facebook Sponsored Story Ads To Appear In The Web News Feed In 2012|last = Constine|first = Josh|date = December 20, 2011|accessdate = April 5, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref><ref>{{cite web|url = https://www.ft.com/content/a6e33c1a-2b7a-11e1-9fd0-00144feabdc0|title = Facebook to allow advertising in news feed|date = April 21, 2011|accessdate = April 5, 2017|publisher = ''[[wikipedia:Financial Times|Financial Times]]''|last = Dembowsky|first = April}}</ref> The stories must be based on actions by the viewer's friends or from pages that the viewer has liked. As of January 10, 2012, the feature has launched.<ref>{{cite web|url = http://www.zdnet.com/article/facebook-starts-displaying-ads-in-the-news-feed/|title = Facebook starts displaying ads in the News Feed. Facebook has finally put ads in your News Feed. These new ads, which are labelled as Featured Stories, are displayed based on actions made by your friends and Pages you have Liked.|last = Protalski|first = Emil|date = January 10, 2012|accessdate = April 6, 2017|publisher = ''[[wikipedia:ZDNet|ZDNet]]''}}</ref>
+|Facebook announces that, starting in January 2012, it will be showing ads in the news feed on web (''not'' on mobile), with the name "Featured Stories".<ref>{{cite web|url = http://adage.com/article/digital/facebook-start-placing-ads-user-news-feeds-january/231691/|title = Facebook to Start Placing Ads in User News Feeds in January. 'Sponsored Stories' in the News Feed, But Not in Mobile for Now|last = Delo|first = Cotton|date = December 20, 2011|accessdate = April 5, 2017|publisher = {{w|Advertising Age}}}}</ref><ref>{{cite web|url = https://techcrunch.com/2011/12/20/sponsored-stories-news-feed/|title = Facebook Sponsored Story Ads To Appear In The Web News Feed In 2012|last = Constine|first = Josh|date = December 20, 2011|accessdate = April 5, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref><ref>{{cite web|url = https://www.ft.com/content/a6e33c1a-2b7a-11e1-9fd0-00144feabdc0|title = Facebook to allow advertising in news feed|date = April 21, 2011|accessdate = April 5, 2017|publisher = ''[[wikipedia:Financial Times|Financial Times]]''|last = Dembowsky|first = April}}</ref> The stories must be based on actions by the viewer's friends or from pages that the viewer has liked. As of January 10, 2012, the feature has launched.<ref>{{cite web|url = http://www.zdnet.com/article/facebook-starts-displaying-ads-in-the-news-feed/|title = Facebook starts displaying ads in the News Feed. Facebook has finally put ads in your News Feed. These new ads, which are labelled as Featured Stories, are displayed based on actions made by your friends and Pages you have Liked.|last = Protalski|first = Emil|date = January 10, 2012|accessdate = April 6, 2017|publisher = ''[[wikipedia:ZDNet|ZDNet]]''}}</ref>
 |-
 |2012
@@ Line 530: / Line 567: @@
 |Launch
 |Real-time bidding standard
-|OpenRTB 2.0, a specification for [[wikipedia:real-time bidding|real-time bidding]] (RTB), is released.<ref>{{cite web|url = https://www.iab.com/guidelines/real-time-bidding-rtb-project/|title = Real-Time Bidding (RTB) Project: OpenRTB 2.5|publisher = [[wikipedia:Interactive Advertising Bureau|Interactive Advertising Bureau]]|accessdate = April 3, 2017}}</ref>
+|OpenRTB 2.0, a specification for [[wikipedia:real-time bidding|real-time bidding]] (RTB), is released.<ref>{{cite web|url = https://www.iab.com/guidelines/real-time-bidding-rtb-project/|title = Real-Time Bidding (RTB) Project: OpenRTB 2.5|publisher = {{w|Interactive Advertising Bureau}}|accessdate = April 3, 2017}}</ref>
 |-
 |2012
@@ Line 555: / Line 592: @@
 |End user control standard
 |The Express installation settings for Microsoft's web browser, Internet Explorer 10, turn Do Not Track on by default. The Digital Advertising Alliance protests this decision<ref>{{cite web|title=Microsoft ticks off advertisers with IE10 'Do Not Track' policy|url=http://news.cnet.com/8301-10805_3-57445568-75/microsoft-ticks-off-advertisers-with-ie10-do-not-track-policy/|publisher=CNET|accessdate=8 September 2012}}</ref> while a Microsoft spokesperson defends it.<ref name=dig-msdnt>{{cite news|title=Microsoft's "Do Not Track" Move Angers Advertising Industry|url=http://blogs.wsj.com/digits/2012/05/31/microsofts-do-not-track-move-angers-advertising-industry/|work=Digits|publisher=The Wall Street Journal|accessdate=8 September 2012}}</ref> On September 7, [[wikipedia:Roy Fielding|Roy Fielding]], one of the authors of the DNT standard, submits a change to ignore the header for users coming from IE10,<ref>{{Cite web|title = Apache does not tolerate deliberate abuse of open standards · apache/httpd@a381ff3|url = https://github.com/apache/httpd/commit/a381ff35fa4d50a5f7b9f64300dfd98859dee8d0|website = GitHub|accessdate = 2016-01-02}}</ref> leading to controversy.<ref>{{Cite web|title = Apache does not tolerate deliberate abuse of open standards · apache/httpd@a381ff3|url = https://github.com/apache/httpd/commit/a381ff35fa4d50a5f7b9f64300dfd98859dee8d0#commitcomment-1819635|website = GitHub|accessdate = 2016-01-03}}</ref><ref>{{cite web |url=http://arstechnica.com/information-technology/2012/08/microsoft-sticks-to-its-guns-keeps-do-not-track-on-by-default-in-ie10/ |title=Microsoft sticks to its guns, keeps Do Not Track on by default in IE10 |publisher=Ars Technica |accessdate=14 May 2013}}</ref> The patch is commented out on October 9, restoring original behavior.<ref>{{cite web|title= Apache Won't Override Do-Not-Track Headers |url= http://www.mediapost.com/publications/article/184855/apache-wont-override-do-not-track-headers.html |publisher= MediaPost Communications|accessdate=22 December 2012}}</ref> On April 3, 2015, Microsoft announces that the Express installation will no longer activate Do Not Track, but Microsoft will continue to highlight the option to users so that they are aware of it.<ref name=cw-dntdisabledms>{{cite web|title=Microsoft rolls back commitment to Do Not Track|url=http://www.computerworld.com/article/2905551/microsoft-rolls-back-commitment-to-do-not-track.html|website=Computerworld|publisher=IDG|accessdate=3 April 2015}}</ref>
+|-
+|2012
+|October 27 (one of the releases)
+|New feature
+|End user control standard
+|The Acceptable Ads standard is created by eyeo (the company behind Adblock Plus) and the Adblock Plus community. The standard controls which advertisers and ad formats are permitted for users who opt in to Acceptable Ads. It is offered as a middle ground between full ad blocking and no ad blocking.<ref>{{cite web|url = https://acceptableads.com/about/|title=What ads are acceptable?|publisher = Acceptable Ads|accessdate = June 13, 2021}}</ref> The Adblock Plus 1.3 release (October 27) starts showing some of these acceptable ads by default.<ref>{{cite web|url = https://adblockplus.org/releases/adblock-plus-13-for-google-chrome-released|title = Adblock Plus and (a little) more|date = October 27, 2012|accessdate = June 13, 2021|publisher = Adblock Plus}}</ref>
+|-
+|2012
+|December 11
+|Adoption
+|Viewability standard
+|{{w|Adweek}} reports that, starting 2013, the viewability standard will start rolling out seriously, through an initiative called the Making Measurement Making Sense (3MS) involving the Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB), and American Association of Advertising Agencies (4A's). In particular, Media Rating Council-accredited third-party researchers and analytics vendors will begin counting only viewable ad impressions.<ref>{{cite web|url = http://www.adweek.com/digital/advertisers-ready-make-impression-145801/|title = Advertisers Ready to Make an Impression. Web ad business finally moves to a new measurement standard, but it could get messy|last = Warzel|first = Charlie|date = December 11, 2012|accessdate = July 25, 2017|publisher = Adweek}}</ref>
 |-
 |2013
@@ Line 560: / Line 609: @@
 |Adoption
 |Ad serving
-|[[wikipedia:Reddit|Reddit]] starts using Adzerk for ad serving. This replaces DFP for serving external ads, and replaces Reddit's in-house ad management system for native advertising.<ref>{{cite web|url = https://www.reddit.com/r/blog/comments/1aqp5c/quick_update_about_ads_on_reddit/|title = Quick update about ads on reddit|publisher = [[wikipedia:Reddit|Reddit]]|date = March 21, 2013|accessdate = April 7, 2017}}</ref><ref>{{cite web|url = https://techcrunch.com/2013/05/30/how-adzerk-made-it-big-by-hitching-their-wagon-to-reddit/|title = How Adzerk Made It Big (With Reddit’s Help)|last = Biggs|first = John|date = May 30, 2013|accessdate = April 7, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref><ref>{{cite web|url = https://adzerk.com/blog/2014/04/why-reddit-built-their-advertising-system-on-the-adzerk-platform/|title = Why Reddit Built Their Advertising System On The Adzerk Platform|date = April 17, 2014|accessdate = April 7, 2017|publisher = Adzerk}}</ref><ref>{{cite web|url = https://moz.com/blog/the-advertisers-guide-to-surviving-reddit|title = The Advertiser's Guide To Surviving Reddit|last = Coraggio|first = Anthony|date = April 28, 2014|accessdate = April 7, 2017|publisher = Moz}}</ref>
+|[[wikipedia:Reddit|Reddit]] starts using Adzerk for ad serving. This replaces DFP for serving external ads, and replaces Reddit's in-house ad management system for native advertising.<ref>{{cite web|url = https://www.reddit.com/r/blog/comments/1aqp5c/quick_update_about_ads_on_reddit/|title = Quick update about ads on reddit|publisher = {{w|Reddit}}|date = March 21, 2013|accessdate = April 7, 2017}}</ref><ref>{{cite web|url = https://techcrunch.com/2013/05/30/how-adzerk-made-it-big-by-hitching-their-wagon-to-reddit/|title = How Adzerk Made It Big (With Reddit’s Help)|last = Biggs|first = John|date = May 30, 2013|accessdate = April 7, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref><ref>{{cite web|url = https://adzerk.com/blog/2014/04/why-reddit-built-their-advertising-system-on-the-adzerk-platform/|title = Why Reddit Built Their Advertising System On The Adzerk Platform|date = April 17, 2014|accessdate = April 7, 2017|publisher = Adzerk}}</ref><ref>{{cite web|url = https://moz.com/blog/the-advertisers-guide-to-surviving-reddit|title = The Advertiser's Guide To Surviving Reddit|last = Coraggio|first = Anthony|date = April 28, 2014|accessdate = April 7, 2017|publisher = Moz}}</ref>
 |-
 |2013
@@ Line 602: / Line 651: @@
 |Open release
 |Real-time bidding standard
-|The first commit on the [[wikipedia:GitHub|GitHub]] repository for the OpenRTB standard is recorded.<ref>{{cite web|url = https://github.com/openrtb/OpenRTB/commit/586b88485d931e0da54d935f12d27a9163da07cb|date = January 16, 2014|accessdate = April 3, 2017|publisher = OpenRTB via GitHub}}</ref>
+|The first commit on the [[wikipedia:GitHub|GitHub]] repository for the OpenRTB standard is recorded.<ref>{{cite web|url = https://github.com/openrtb/OpenRTB/commit/586b88485d931e0da54d935f12d27a9163da07cb|title = Initial commit|date = January 16, 2014|accessdate = April 3, 2017|publisher = OpenRTB via GitHub}}</ref>
 |-
 |2014
@@ Line 609: / Line 658: @@
 |Data management platform
 |[[wikipedia:Oracle|Oracle]] acquires data management platform (DMP) company Bluekai.<ref name=bluekai-oracle-sale/>
+|-
+|2014
+|March
+|Acquisition
+|Video advertising
+|It is announced that {{w|Comcast}} is acquiring Freewheel, a video advertising solution used by many online video platforms including the online presence of many TV networks.<ref>{{cite web|url = https://techcrunch.com/2014/03/01/comcast-freewheel/|title = Comcast Is Acquiring Video Ad Company FreeWheel For $320 Million|date = March 1, 2014|accessdate = June 13, 2021|publisher = TechCrunch|last = Lawler|first = Ryan}}</ref>
 |-
 |2014
@@ Line 621: / Line 676: @@
 |Ad blocking
 |[[wikipedia:UBlock Origin|UBlock Origin]], a very prominent ad-blocking extension for web browsers, launches.<ref>{{Cite web|url=https://github.com/gorhill/uBlock/wiki/Change-log#0100|title=gorhill/uBlock|website=GitHub|language=en|access-date=2017-02-08}}</ref>
+|-
+|2014
+|June 30
+|Launch
+|Viewability standard
+|The Media Rating Council releases Version 1.0 (Final) of its Viewable Ad Impression Measurement Guidelines.<ref>{{cite web|url = http://mediaratingcouncil.org/063014%20Viewable%20Ad%20Impression%20Guideline_Final.pdf|title = MRC Viewable Ad Impression Measurement Guidelines. Prepared in collaboration with IAB Emerging Innovations Task Force|date = June 30, 2014|accessdate = July 24, 2017|publisher = Media Rating Council}}</ref>
 |-
 |2014
@@ Line 639: / Line 700: @@
 |Ad serving
 |Mobile data carrier [[wikipedia:Verizon|Verizon]] acquires [[wikipedia:AOL|AOL]] for $4.4 billion; the main value of the acquisition to Verizon is the ad technology owned by AOL. The deal is expected to help Verizon target ads better to users across devices, through the combination of AOL's ad tech and data and Verizon's data.<ref>{{cite web|url = http://adage.com/article/media/ad-tech-is-king-verizon-aol/298574/|title = Ad-Tech, not Content, Is King in the Verizon-AOL Deal. Takeaways From This Morning's Announcement|last = Kantrowitz|first = Alex|date = May 12, 2015|accessdate = April 7, 2017|publisher = ''[[wikipedia:Advertising Age|Advertising Age]]''}}</ref><ref>{{cite web|url = http://www.theverge.com/2015/5/12/8590669/verizon-aol-merger-news-explained-ad-tech|title = Forget blogs, Verizon bought AOL for its ad tech business. This is about mobile marketing and video advertising, as dollars move from TV to the web|last = Popper|first = Ben|date = May 12, 2015|accessdate = April 7, 2017|publisher = ''[[wikipedia:The Verge|The Verge]]''}}</ref><ref>{{cite web|url = http://www.businessinsider.com/ad-tech-industry-on-aol-selling-to-verizon-2015-5|title = Here’s what the ad industry thinks of Tim Armstrong selling AOL for $4.4 billion to Verizon|last = O'Reilly|first = Lara|date = May 12, 2015|accessdate = April 7, 2017|publisher = ''[[wikipedia:Business Insider|Business Insider]]''}}</ref>
+|-
+|2015
+|June 4
+|Analysis
+|Content discovery platform
+|An article by John Mahoney in ''The Awl'' introduces the term {{w|chumbox}} for the external recirculation widgets powered by content discovery platforms such as Taboola and Outbrain.<ref>{{cite web|url = https://www.theawl.com/2015/06/a-complete-taxonomy-of-internet-chum/|title = A Complete Taxonomy of Internet Chum|last = Mahoney|first = John|date = June 4, 2015|accessdate = June 13, 2021}}</ref>
 |-
 |2015
@@ Line 644: / Line 711: @@
 |New feature
 |Header bidding
-|The first commit for Prebid.js on GitHub is made by Paul Young.<ref>{{cite web|url = https://github.com/prebid/Prebid.js/commit/49fa6daeeb7f37e58463d4da44f60bb37091cdd2|title = first commit: Prebid.js|date = July 19, 2015|accessdate = April 3, 2017|publisher = Prebid.js team on GitHub}}</ref> Prebid.js is a project at AppNexus to facilitate header bidding integrations.<ref>{{cite web|url = https://blog.appnexus.com/2016/prebid-js-a-year-in-the-life-of-an-open-sourced-ad-tech-project/|title = Prebid.js: a year in the life of an open-sourced ad tech project|last = Yang|first = Paul|date = August 1, 2016|accessdate = April 3, 2017|publisher = [[wikipedia:AppNexus|AppNexus]]}}</ref><ref>{{cite web|url = https://adexchanger.com/ad-exchange-news/news-corp-exits-rubicon-project-investment/|title = News Corp. Exits Rubicon Project Investment|publisher = AdExchanger|date = February 13, 2017|accessdate = April 3, 2017}}</ref>
+|The first commit for Prebid.js on GitHub is made by Paul Young.<ref>{{cite web|url = https://github.com/prebid/Prebid.js/commit/49fa6daeeb7f37e58463d4da44f60bb37091cdd2|title = first commit: Prebid.js|date = July 19, 2015|accessdate = April 3, 2017|publisher = Prebid.js team on GitHub}}</ref> Prebid.js is a project at AppNexus to facilitate header bidding integrations.<ref>{{cite web|url = https://blog.appnexus.com/2016/prebid-js-a-year-in-the-life-of-an-open-sourced-ad-tech-project/|title = Prebid.js: a year in the life of an open-sourced ad tech project|last = Yang|first = Paul|date = August 1, 2016|accessdate = April 3, 2017|publisher = {{w|AppNexus}}}}</ref><ref>{{cite web|url = https://adexchanger.com/ad-exchange-news/news-corp-exits-rubicon-project-investment/|title = News Corp. Exits Rubicon Project Investment|publisher = AdExchanger|date = February 13, 2017|accessdate = April 3, 2017}}</ref>
 |-
 |2015
@@ Line 669: / Line 736: @@
 |Social media advertising
 |[[wikipedia:Snapchat|Snapchat]], a popular [[wikipedia:messaging app|messaging app]], begins to include advertisements between user's "stories".<ref>{{Cite web|url=http://www.theverge.com/2016/6/14/11930386/snapchat-ads-api-stories|title=Snapchat will start showing ads between your friends' stories|last=Vincent|first=James|date=2016-06-14|website=The Verge|access-date=2017-01-07}}</ref>
+|-
+|2016
+|June 30
+|Shutdown
+|Ad serving
+|Apple shuts down the iAd app network and disbands the sales team, in favor of a new publisher-driven system.<ref>{{Cite web|url = http://www.adweek.com/digital/iad-shuts-down-apple-may-be-about-get-shot-advertising-redemption-172319/|title = As iAd Shuts Down, Apple May Be About to Get a Shot of Advertising Redemption. Marketers predict success for new app-install ads|last = Heine|first = Christopher|date = June 30, 2016|accessdate = July 25, 2017|publisher = Adweek}}</ref><ref>{{cite web|url = https://www.buzzfeed.com/johnpaczkowski/apple-iad?utm_term=.rg3dQr9gn#.cwo0aDRYl|title = Apple To Disband iAd Sales Team. Six years after launching its advertising platform, Apple is moving to phase out its in-house iAd sales team in favor of a new publisher-driven system.|date = January 13, 2016|accessdate = July 25, 2017|publisher = BuzzFeed|last = Paczkowski|first = John}}</ref>
 |-
 |2016
@@ Line 675: / Line 748: @@
 |Ad blocking
 |Facebook states that they will start blocking the use of ad blocking extensions, specifically [[wikipedia:Adblock Plus|Adblock Plus]] and Adblock. In response to this, these ad-blockers began to block Facebook's blocking in a back-and-forth "war."<ref>{{Cite web|url=http://fortune.com/2016/08/12/facebook-ad-blocking-war/|title=Here's Why Facebook Is Always Going to Win the Ad-Blocking War|website=Fortune|access-date=2017-02-08}}</ref>
+|-
+|2016
+|September 15
+|Launch
+|Association
+|17 companies including the Interactive Advertising Bureau, Google, Procter & Gamble, Unilever, GroupM, and the Washington Post form the Coalition for Better Ads.<ref>{{cite web|url = http://www.marketingdive.com/news/google-pg-industry-groups-try-to-repair-broken-consumer-trust-in-online/426468/|title = Google, P&G, industry groups try to repair broken consumer trust in online ads|date = September 16, 2016|accessdate = July 24, 2017|publisher = Marketing Dive}}</ref><ref>{{cite web|url = http://www.businessinsider.com/coaltion-for-better-ads-launched-by-iab-google-unilever-2016-9|title = Google and 16 other companies have formed a coalition that wants to police ads on the web|last = O'Reilly|first = Lara|date = September 15, 2016|accessdate = July 24, 2017|publisher = Business Insider}}</ref><ref>{{cite web|url = http://marketingland.com/coalition-for-better-ads-google-facebook-iab-191619|title = Google, Facebook, IAB & major brands form Coalition for Better Ads. In response to ad blocking, a global initiative forms to set new standards and develop technology to improve ad experiences.|last = Marvin|first = Ginny|date = September 16, 2016|accessdate = July 24, 2017}}</ref><ref>{{Cite web|url = https://www.betterads.org/global-online-media-leaders-join-forces-to-improve-consumer-ad-experience/|title = Coalition for Better Ads Will Use Research, Advocacy to Develop and Implement New Standards|publisher = Coalition for Better Ads|date = September 15, 2016|accessdate = July 24, 2017}}</ref>
 |-
 |2016
@@ Line 681: / Line 760: @@
 |Demand-side platform
 |The Trade Desk IPOs, and within a day, is trading at 60% more than the IPO offer price. It is the only "pure ad-tech" IPO of the year.<ref>{{cite web|url = http://www.businessinsider.com/the-trade-desk-ipo-2016-9|title = Ad tech company The Trade Desk goes public at $28.75 per share — a huge pop on its $18 price target|last = O'Reilly|first = Lara|date = September 21, 2016|accessdate = April 29, 2017|publisher = ''[[wikipedia:Business Insider|Business Insider]]''}}</ref><ref>{{cite web|url = https://techcrunch.com/2016/09/21/trade-desk-ipo/|title = The Trade Desk finishes strong at $30.10 per share after its first day on NASDAQ|last = Ha|first = Anthony|date = September 29, 2016|accessdate = April 29, 2017|publisher = ''[[wikipedia:TechCrunch|TechCrunch]]''}}</ref>
+|-
+|2016
+|September 26
+|Acquisition
+|Ad serving
+|{{w|Applovin}} is acquired by Chinese private equity firm Orient Hentai Capital for $1.42 billion.<ref>{{cite web|url = http://fortune.com/2016/09/26/applovin-orient-hontai-capital/|title = Exclusive: AppLovin to Be Acquired by Chinese Investor for $1.4 Billion|last = Primack|first = Dan|date = September 26, 2016|accessdate = July 24, 2017|publisher = ''Fortune''}}</ref><ref>{{cite web|url = http://www.businessinsider.com/applovin-acquired-orient-hon-hai-2016-9|title = AppLovin, a 115 employee, profitable startup that never raised money from VCs, sold itself for $1.4 billion|last = Bort|first = Julie|date = September 27, 2016|accessdate = July 24, 2017|publisher = ''Business Insider''}}</ref>
+|-
+|2016
+|September 27
+|Launch
+|Ad guidelines
+|The {{w|Interactive Advertising Bureau}} introduces updates to its guidelines to address different ad sizes and formats, including 360 degree video, autoplays, emojis, and other emerging formats.<ref>{{cite web|url = http://www.marketingdive.com/news/iab-overhauls-ad-guidelines-to-address-autoplay-video-emerging-formats/427102/|title = IAB overhauls ad guidelines to address autoplay video, emerging formats|last = Tode|first = Chantal|date = September 27, 2016|accessdate = July 24, 2017}}</ref>
+|-
+|2016
+|October 3
+|Acquisition
+|Data management platform
+|Salesforce acquires Krux for $700 million and rebrands it as Salesforce DMP.<ref>{{cite web|url = http://adage.com/article/digital/salesforce-buys-krux-data-management-platform-700-million/306139/|title = SALESFORCE BUYS KRUX, THE DATA-MANAGEMENT PLATFORM, FOR $700 MILLION|last = Slefo|first = George|date = October 3, 2016|accessdate = April 22, 2018|publisher = Advertising age}}</ref>
+|-
+|2017
+|February 10
+|Third-party verification
+|Viewability standard
+|{{w|Facebook}} agrees to have its ad serving audited by the {{w|Media Rating Council}}.<ref>{{cite web|url = https://adexchanger.com/platforms/facebook-slowly-embraces-mrc-agrees-independent-audit/|title = Facebook Slowly Embraces MRC, Agrees To Independent Audit|last = Schiff|first = Allison|date = February 10, 2017|accessdate = July 29, 2017|publisher = AdExchanger}}</ref><ref>{{cite web|url = https://www.wsj.com/articles/facebook-agrees-to-audit-of-its-metrics-following-data-controversy-1486735200|title = Facebook Slowly Embraces MRC, Agrees To Independent Audit|last = Shields|first = Mike|date = February 10, 2017|accessdate = July 29, 2017|publisher = ''{{w|Wall Street Journal}}''}}</ref>
+|-
+|2017
+|February 21
+|Third-party verification
+|Viewability standard
+|{{w|YouTube}} agrees to have its ad serving audited by the {{w|Media Rating Council}}.<ref>{{cite web|url = http://marketingland.com/google-youtube-mrc-audit-video-viewability-207223|title = Google’s YouTube to undergo MRC audits for video viewability measurement. The audits encompass all aspects of YouTube's third-party measurement integrations with MOAT, DoubleVerify and Integral Ad Science.|date = February 21, 2017|accessdate = July 29, 2017|publisher = MarketingLand}}</ref><ref>{{cite web|url = https://www.wsj.com/articles/google-agrees-to-youtube-metrics-audit-to-ease-advertisers-concerns-1487678403|title = Google Agrees to YouTube Metrics Audit to Ease Advertisers’ Concerns. Third party data collection partnerships will be vetted to boost marketers’ confidence in ad viewing measurements agreed to get audited by the MRC.|last = Shields|first = Mike|date = February 21, 2017|accessdate = July 29, 2017|publisher = ''{{w|Wall Street Journal}}''}}</ref>
 |-
 |2017
@@ Line 687: / Line 796: @@
 |Ad serving
 |Google has a "brand safety" fiasco, after ''The Times of London'' publishes an article showing that advertisements are being shown alongside "extremist" YouTube videos.<ref>{{Cite web|url = https://www.thetimes.co.uk/edition/news/google-faces-questions-over-videos-on-youtube-3km257v8d|title = Google faces questions over videos on YouTube|last = Mostrous|first = Alexi|date = February 9, 2017|accessdate = April 5, 2017}}</ref> As a result, advertisers and agencies, initially in the United Kingdom,<ref>{{cite web|url = https://adexchanger.com/platforms/google-gets-brexited-havas-uk-gov-guardian-yank-ads-brand-safety/|title = Google Gets Brexited As Havas UK, Gov and The Guardian Yank Ads Over Brand Safety|last = Sluis|first = Sarah|date = March 17, 2017|accessdate = April 3, 2017|publisher = AdExchanger}}</ref> and later in the United States as well, pause their ads on YouTube.<ref>{{cite web|url = https://adexchanger.com/platforms/rounding-industry-coverage-googles-brand-safety-fiasco/|title = Rounding Up The Industry Coverage Of Google's Brand Safety Fiasco|last = Weissbrot|first = Alison|date = March 27, 2017|accessdate = April 5, 2017|publisher = AdExchanger}}</ref> In response, Google promises to make improvements to its process for determining videos that are safe for ads, and also to give advertisers more visibility and control into the sort of content their ads are being shown against.<ref>{{cite web|url = https://www.wsj.com/articles/google-to-allow-brand-safety-monitoring-by-outside-firms-1491256676|title = Google to Allow ‘Brand Safety’ Monitoring by Outside Firms. Alphabet unit offers new tools to marketers after ads ran alongside objectionable content|last = Marshall|first = Jack|last2 = Nicas|first2 = Jack|date = April 3, 2017|accessdate = April 5, 2017|publisher = ''[[wikipedia:Wall Street Journal|Wall Street Journal]]''}}</ref><ref>{{cite web|url = https://www.nytimes.com/2017/04/03/technology/google-training-ad-placement-computers-to-be-offended.html?_r=0|title = Google Training Ad Placement Computers to Be Offended|last = Wakabayashi|first = Daisuke|date = April 3, 2017|accessdate = April 5, 2017|publisher = ''[[wikipedia:New York Times|New York Times]]''}}</ref>
+|-
+|2017
+|March 15
+|Transition
+|Ad blocking
+|Eyeo, the company behind Adblock Plus, announces the transition of control for the standards behind Acceptable Ads to an Acceptable Ads Committee.<ref>{{cite web|url = https://www.businessinsider.com/adblock-plus-acceptable-ads-committee-2017-3|title = Adblock Plus has announced the 'Acceptable Ads Committee' who will decide which ads it won't block|last = O'Reilly|first = Sara|date = March 15, 2017|accessdate = June 13, 2021|publisher = Business Insider}}</ref><ref>{{cite web|url = https://digiday.com/media/adblock-committee/|title = ‘Everyone has been wary’: Inside the Adblock Plus ‘acceptable ads’ committee|last = Benes|first = Ross|date = March 17, 2017|accessdate = June 13, 2021}}</ref>
+|-
+|2017
+|March 28
+|Lawsuit
+|Ad serving
+|UK-based news webite ''The Guardian'' sues the Rubicon Project for allegedly not disclosing its fees when buying the publisher's inventory.<ref>{{cite web|url = https://digiday.com/media/gloves-off-guardian-sues-rubicon-project-undisclosed-fees/|title = The gloves are off: The Guardian sues Rubicon Project for undisclosed fees|date = March 28, 2017|last = Davies|first = Jessica|accessdate = April 22, 2018|publisher = Digiday}}</ref>
 |-
 |2017
@@ Line 693: / Line 814: @@
 |Ad serving
 |Google announces that it is removing the "last-look" advantage for Ad Exchange in exchanging bidding in dynamic allocation (EBDA). Previously, all exchanges other than the Ad Exchange would have to submit bids first, and Ad Exchange would submit the final bid. Now, Ad Exchange would submit its bid along with all the other exchanges.<ref>{{cite web|url = https://adexchanger.com/platforms/google-removes-last-look-auction-advantage/|title = Google Removes Its 'Last-Look' Auction Advantage|last = Sluis|first = Sarah|date = March 31, 2017|accessdate = April 3, 2017|publisher = AdExchanger}}</ref><ref>{{cite web|url = https://martechtoday.com/countering-header-bidding-google-drops-last-look-advantage-196889|title = Countering header bidding, Google drops its ‘last look’ advantage. The ad giant opens a beta version of its Exchange Bidding in Dynamic Allocation.|last = Levine|first = Barry|date = March 31, 2017|accessdate = April 3, 2017|publisher = MarTech Today}}</ref>
+|-
+|2017
+|April 18
+|Acquisition
+|Ad measurement (search, viewability)
+|Oracle acquires ad measurement company Moat for $850 million.<ref>{{cite web|url = https://www.oracle.com/corporate/pressrelease/oracle-buys-moat-041817.html|title = Oracle Buys Moat. Creates the World’s Most Comprehensive Cloud Platform for Marketing Data and Analytics|publisher = Oracle|date = April 18, 2017|accessdate = August 1, 2017}}</ref><ref>{{cite web|url = https://techcrunch.com/2017/04/18/oracle-acquires-moat/|title = Oracle acquires ad measurement company Moat|date = April 18, 2017|accessdate = August 1, 2017|last = Ha|first = Anthony}}</ref><ref>{{cite web|url = https://news.crunchbase.com/news/morning-report-context-moats-850-million-oracle-exit/|title = Morning Report: The Context Of Moat’s $850 Million Oracle Exit|last = Wilhelm|first = Alex|date = April 20, 2017|accessdate = August 1, 2017|publisher = CrunchBase}}</ref>
+|-
+|2017
+|April 20
+|
+|Ad fraud
+|The Interactive Advertising Bureau (IAB) gives its 463 members until June 1, 2018 to register with the Trustwothy Accountability Group (TAG), the digital ad industry’s program to fight fraud and other criminal activity, to remain eligible for continued membership in the industry’s leading trade association.<ref>{{cite web|url = https://www.iab.com/news/iab-make-tag-registration-mandatory-members-fight-fraud-improve-brand-safety/|title = IAB To Make TAG Registration Mandatory For Members To Fight Fraud and Improve Brand Safety|date = April 20, 2017|accessdate = April 22, 2018|publisher = Interactive Advertising Bureau}}</ref>
+|-
+|2017
+|May
+|Launch
+|Social media advertising
+|{{w|Snapchat}} begins rolling out its self-serve ad manager for buying video Snap Ads.<ref>{{cite web|url = https://techcrunch.com/2017/05/04/snapchat-ad-manager/|title = Snapchat launches self-serve ad manager|date = May 4, 2017|accessdate = November 5, 2017|publisher = TechCrunch|last = Constine|first = Josh}}</ref><ref>{{cite web|url = https://digiday.com/marketing/snapchat-launching-self-serve-platform-snap-ads/|title = Snapchat is launching a self-serve platform for Snap ads|last = Dua|first = Tanya|date = April 17, 2017|accessdate = November 5, 2017|publisher = Digiday}}</ref>
+|-
+|2017
+|May
+|
+|Ad fraud
+|The Interactive Advertising Bureau (IAB) Tech Lab introduces ads.txt as a tool that can help ad buyers avoid illegitimate sellers who arbitrage inventory and spoof domains.<ref>{{cite web|url = https://digiday.com/marketing/wtf-ads-txt/|title = WTF is ads.txt?|last = Benes|first = Ross|date = June 7, 2017|accessdate = April 22, 2018}}</ref>
+|-
+| 2017
+|May 23
+|Launch
+|Social media advertising
+|{{w|Quora}} launches a self-serve ad platform. Previously, advertising on Quora was open only to a small number of select partners.<ref>{{cite web|url = https://techcrunch.com/2017/05/23/quora-just-launched-a-self-serve-ad-platform/|title = Quora just launched a self-serve ad platform|last = Tepper|first = Fitz|date = May 23, 2017|accessdate = November 5, 2017|publisher = TechCrunch}}</ref><ref>{{Cite web|url = http://www.clixmarketing.com/blog/2017/06/29/5-things-you-should-know-about-quora-ads/|title = 5 Things You Should Know About Quora Ads|date = June 29, 2017|accessdate = November 5, 2017|publisher = Clix Marketing}}</ref><ref>{{cite web|url = https://zatomarketing.com/blog/quora-ads/|title = Pros and Cons of Quora Ads – A 90 Day Look|date = June 15, 2017|accessdate = November 5, 2017|last = Halloran|first = Tim}}</ref> Initial advertiser feedback praises the interface and the cost-effectiveness but asks for larger reach and more granular targeting options.<ref>{{cite web|url = https://marketingland.com/what-performance-advertisers-saying-quora-ad-platform-220261|title = Here’s what performance advertisers are saying about Quora’s new ad platform. Whether they've been on the platform for one month or seven, advertiser feedback is strikingly similar: We like the performance -- when can we scale?|last = Marvin|first = Ginny|date = July 21, 2017|accessdate = November 5, 2017|publisher = Marketing Land}}</ref>
+|-
+|2017
+|June 1
+|Shutdown
+|Ad agency
+|AudienceScience shuts down after losing {{w|Procter & Gamble}}, its biggest client.<ref>{{cite web|url = https://adexchanger.com/platforms/audiencescience-shuts-doors-less-month-pg-client-loss/|title = AudienceScience Shuts Its Doors Less Than A Month After P&G Client Loss|last = Schiff|first = Allison|last2 = Rodgers|first2 = Zach|date = June 1, 2017|accessdate = August 7, 2017|publisher = AdExchanger}}</ref>
+|-
+|2017
+|June 5
+|New feature
+|Third-party cookies
+|Apple launches a new feature on Safari (both mobile and desktop) called Intelligent Tracking Prevention (ITP). ITP imposes a strict 24-hour limit on the use in a third-party context of persistent cookies that it believes (based on a machine learning algorithm) to be from ad networks. Cookies themselves can last for up to 30 days; it is only their use in a third-party context that is strictly limited to within 24 hours after accessing the website.<ref name=itp-2017>{{cite web|url = https://webkit.org/blog/7675/intelligent-tracking-prevention/|title = Intelligent Tracking Prevention|last = Wilander|first = John|date = June 5, 2017|accessdate = June 13, 2021|publisher = WebKit}}</ref>
+|-
+|2017
+|September 14
+|Protest
+|Third-party cookies
+|Six adversting trade groups (the Interactive Advertising Bureau, American Advertising Federation, the Association of National Advertisers, the 4A’s and two others) publish an open letter critical of Apple's introduction of Intelligent Tracking Prevention (ITP), expressing concerns over how it will "sabotage" the Intenet's current economic model, hurting advertisers and publishers and resulting in less relevant ads for users.<ref>{{cite web|url = https://www.adweek.com/performance-marketing/every-major-advertising-group-is-blasting-apple-for-blocking-cookies-in-the-safari-browser/|title = Every Major Advertising Group Is Blasting Apple for Blocking Cookies in the Safari Browser.They argue it'll hurt user experience and campaign targeting|date = September 14, 2017|accessdate = June 13, 2021|publisher = Adweek|last = Swant|first = Marty}}</ref><ref>{{cite web|url = https://www.theverge.com/2017/9/14/16308138/apple-safari-11-advertiser-groups-cookie-tracking-letter|title = Advertisers are furious with Apple for new tracking restrictions in Safari 11. Time limits on browser cookies are threatening the digital ad industry|date = September 14, 2017|accessdate = June 13, 2021|publisher = The Verge|last = Statt|first = Nick}}</ref>
+|-
+|2017
+|November
+|Information
+|Political manipulation
+|At the request of the United States House Intelligence Committee, Facebook publishes details of political advertisements bought in 2016 by social media accounts based in Russia, many of which were suspected to be connected with the Internet Research Agency, a company with Kremlin ties. This is amidst suspicion that the influence of these advertisements could have led to Donald Trump's victory in the 2016 election.<ref>{{cite web|url = https://www.nytimes.com/2017/11/01/us/politics/russia-2016-election-facebook.html|title = These Are the Ads Russia Bought on Facebook in 2016|date = November 1, 2017|accessdate = April 22, 2018|publisher = ''New York Times''|last = Shane|first = Scott}}</ref><ref>{{cite web|url = https://medium.com/@ushadrons|title = UsHadrons|accessdate = April 22, 2018}}</ref> Subsequently, Rob Goldman, vice-president of ads at Facebook, would say that sowing division in United States politics, rather than electing Trump, was the goal of these ads, citing a protest in Houston, both sides of which appear to have been orchestrated by the fake social media accounts.<ref>{{cite web|url = https://www.cnbc.com/2018/02/17/facebooks-vp-of-ads-says-russian-meddling-aimed-to-divide-us.html|title = Trump backs Facebook's VP of ads, who says Russia's meddling was designed to divide America|last = Aiello|first = Chloe|date = February 17, 2018|accessdate = April 22, 2018|publisher = CNBC}}</ref>
+|-
+|2018
+|April 25
+|Industry standard
+|End user control standard, general privacy standard
+|The '''Transparency and Consent Framework'''' ('''TCF''') v1.1 is released by the {{w|Interactive Advertising Bureau}} (IAB), specifically IAB Europe and IAB Tech Lab. It is intended as a framework for compliance with the European Union's {{w|General Data Protection Regulation}} that is scheduled to go in effect on May 25. Over time, TCF (mostly the successor version TCFv2) would be supported by consent management platforms and adopted by websites for serving their European traffic.<ref name=tcf>{{cite web|url = https://iabeurope.eu/transparency-consent-framework/|title = What Is The Transparency & Consent Framework (TCF)?|publisher = IAB Europe|accessdate = June 22, 2021}}</ref>
+|-
+|2018
+|May 25
+|Regulation
+|End user control standard, general privacy standard
+|The European Union's {{w|General Data Protection Regulation}} (GDPR) takes effect on this date. GDPR imposes a number of restrictions and requirements around how companies can collect user data, what information they need to make available to end users if asked, and end users' right to request that their data be erased. It is expected to have significant impact on the advertising and third-party data ecosystems, both in the European Union and worldwide.<ref>{{cite web|url = https://adexchanger.com/data-driven-thinking/post-gdpr-clients-will-own-data-and-agencies-must-get-creative/|title = Post-GDPR, Clients Will Own Data And Agencies Must Get Creative|date = April 20, 2018|accessdate = April 22, 2018|publisher = AdExchanger|last = Snyder|first = Jon}}</ref> GDPR is expected to have some impact on the operations of Google<ref>{{cite web|url = https://digiday.com/media/googles-gdpr-approach-raises-publisher-concerns/|title = Google’s GDPR approach raises publisher concerns|date = April 16, 2018|last = Davies|first = Jessica|date = April 16, 2018|accessdate = April 22, 2018|publisher = Digiday}}</ref> and Facebook.<ref>{{cite web|url = https://digiday.com/media/gdpr-will-change-facebook-ad-targeting/|title = The GDPR is coming and will change Facebook ad targeting|last = Davies|first = Jessica|date = April 18, 2018|publisher = Digiday}}</ref> It also leads to two US-based ad tech companies (location-based mobile marketing platform Verve and cross-device marketing platform Drawbridge) quitting Europe.<ref>{{cite web|url = https://adexchanger.com/mobile/verve-closes-european-business-thanks-to-gdpr/|title = Verve Closes European Business Thanks To GDPR|last = Schiff|first = Allison|date = April 18, 2018|accessdate = April 22, 2018|publisher = AdExchanger}}</ref><ref>{{cite web|url = https://digiday.com/media/ad-tech-firms-quitting-europe-blaming-gdpr-often-scapegoat/|title = Ad tech firms are quitting Europe, blaming the GDPR (often as a scapegoat)|date = April 19, 2018|accessdate = April 22, 2018}}</ref>
+|-
+|2018
+|June 27
+|Renaming
+|Ad serving
+|Google rebrands its ad products. Google Adwords becomes Google Ads, DoubleClick advertiser products and Google Analytics 360 Suite become Google Marketing Platform, and DoubleClick for Publishers and DoubleClick Ad Exchange become Google Ad Manager.<ref>{{cite web|url = https://www.blog.google/products/admanager/introducing-google-ad-manager/|title = Introducing Google Ad Manager|last = Bellack|first = Jonathan|date = June 27, 2018|accessdate = June 13, 2021|publisher = Google}}</ref><ref>{{cite web|url = https://searchengineland.com/google-is-retiring-the-adwords-doubleclick-brands-in-a-major-rebranding-aimed-at-simplification-301073|title = Google is retiring the AdWords & DoubleClick brands in a major rebranding aimed at simplification. Welcome to Google Ads, Google Marketing Platform, and Google Ad Manager.|date = June 27, 2018|accessdate = June 13, 2021|publisher = Search Engine Land}}</ref>
+|-
+|2019
+|March 6
+|New feature
+|Ad serving
+|Google announcees that Google Ad Manager will switch to a unified first-price auction (instead of the second-price auction in use at the time), citing greater complexity in the ad serving process making it more important to have a simpler auction step. Google is among the last to make the switch. Google plans to do tests during the summer and roll out later in the year if the tests go well.<ref>{{cite web|url = https://www.blog.google/products/admanager/simplifying-programmatic-first-price-auctions-google-ad-manager/|title = Simplifying programmatic: first price auctions for Google Ad Manager|last = Cox|first = Sam|date = March 6, 2019|accessdate = June 13, 2021|publisher = Google}}</ref><ref>{{cite web|url = https://www.adexchanger.com/online-advertising/google-switches-to-first-price-auction/|title = Google Switches To First-Price Auction|last = Sluis|first = Sarah|date = March 6, 2019|accessdate = June 13, 2021|publisher = AdExchanger}}</ref><ref>{{cite web|url = https://digiday.com/media/buyers-welcome-auction-standardization-as-google-finally-goes-all-in-on-first-price/|title = What to know about Google’s implementation of first-price ad auctions|last = Davies|first = Jessica|date = September 6, 2019|accessdate = June 13, 2021|publisher = DigiDay}}</ref>
+|-
+|2019
+|May 30
+|New feature
+|Identity solution
+|LiveRamp launches Authenticated Traffic Solutions (ATS) for publishers. This solution matches consented user data with a LiveRamp IdentityLink in real time, enabling personalized third-party advertising without the use of third-party cookies.<ref>{{cite web|url = https://liveramp.com/blog/launching-authenticated-traffic-solution-for-publishers/|title = Launching Authenticated Traffic Solution to Democratize People-Based Identity for Publishers|last = Howe|first = Scott|date = May 30, 2019|accessdate = June 13, 2021|publisher = LiveRamp}}</ref><ref>{{cite web|url = https://www.adweek.com/programmatic/how-liveramp-intends-to-woo-advertisers-now-that-the-cookie-is-starting-to-crumble/|title = How LiveRamp Intends to Woo Advertisers Now That the Cookie Is Starting to Crumble. However, it still comes with privacy questions|last = Shields|first = Ronan|date = May 30, 2019|accessdate = June 13, 2021|publisher = Adweek}}</ref>
+|-
+|2019
+|August 21
+|Industry standard
+|End user control standard, general privacy standard
+|The '''Transparency and Consent Framework'''' ('''TCF''') v2 is released by the {{w|Interactive Advertising Bureau}} (IAB), specifically IAB Europe and IAB Tech Lab. It is an upgrade to TCFv1.1 and is intended compliance with the European Union's {{w|General Data Protection Regulation}}.Over time, TCFv2 would be supported by consent management platforms and adopted by websites for serving their European traffic.<ref name=tcf/>
+|-
+|2019
+|September 3
+|New feature
+|Third-party cookies
+|Firefox's latest release activates Enhanced Tracking Protection by default for all users. This blocks third-party tracking cookies and cryptominers.<ref>{{cite web|url = https://blog.mozilla.org/en/products/firefox/todays-firefox-blocks-third-party-tracking-cookies-and-cryptomining-by-default/|title = Today’s Firefox Blocks Third-Party Tracking Cookies and Cryptomining by Default|last = Wood|first = Marissa|date = September 3, 2019|accessdate = June 13, 2021|publisher = Mozilla}}</ref><ref>{{cite web|url = https://techcrunch.com/2019/09/03/mozilla-flips-the-default-switch-on-firefox-tracking-cookie-blocking/|title = Mozilla flips the default switch on Firefox tracker cookie blocking|last = Lomas|first = Natasha|date = September 3, 2019|accessdate = June 13, 2021|publisher = TechCrunch}}</ref>
+|-
+|2019
+|September 5
+|New feature
+|Ad serving
+|Google announces that it is beginning the rollout of unified first-price auctions for Google Ad Manager. This follows up on a preliminary announcement in March and testing in the intermediate months.<ref>{{cite web|url = https://www.blog.google/products/admanager/rolling-out-first-price-auctions-google-ad-manager-partners/|title = Rolling out first price auctions to Google Ad Manager partners|date = September 5, 2019|accessdate = June 13, 2021|last = Bigler|first = Jason}}</ref><ref>{{cite web|url = https://www.adexchanger.com/ad-exchange-news/googles-first-price-auction-switch-is-making-header-bidding-partners-win-more/|title = Google’s First-Price Auction Switch Is Making Header Bidding Partners Win More|date = September 5, 2019|accessdate = June 13, 2021|publisher = AdExchanger}}</ref>
+|-
+|2019
+|October 3
+|Merger
+|Content discovery platform
+|Content discovery platforms Taboola and Outbrain announce plans to merge; the combined entity would be market-dominant among content discovery platforms.<ref>{{cite web|url = https://techcrunch.com/2019/10/03/taboola-outbrain/|title = Publisher adtech startups Taboola and Outbrain merge in $850M deal to take on Google and Facebook|last = Lunden|first = Ingrid|date = October 3, 2019|accessdate = June 13, 2021}}</ref><ref>{{cite web|url = https://www.adweek.com/programmatic/outbrain-taboola-merger/|title = Outbrain and Taboola to Merge. Adam Singolda of Taboola will head up the joint venture|date = October 3, 2019|accessdate = June 13, 2021|publisher = Adwek}}</ref> The planned merger would be called off in late 2020.<ref name=taboola-outbrain-merger-cancel/>
+|-
+|2020
+|January 14
+|New feature
+|Third-party cookies
+|Google announces a proposal to phase out third-party cookies from Chrome by 2022, and create a "privacy sandbox" through which the browser makes some high-level information about the user available to websites. This is far behind Safari and Firefox, that have largely eliminated third-party cookies by this point.<ref>{{cite web|url = https://www.theverge.com/2020/1/14/21064698/google-third-party-cookies-chrome-two-years-privacy-safari-firefox|title = Google to ‘phase out’ third-party cookies in Chrome, but not for two years. The browser battles are about privacy more than marketshare|date = January 14, 2020|accessdate = June 13, 2021|publisher = The Verge}}</ref><ref>{{cite web|url = https://www.adweek.com/programmatic/google-chrome-will-phase-out-third-party-cookies-by-2022/|title = Google Chrome Will Phase Out Third-Party Cookies by 2022. Privacy Sandbox seeks new standards to support ad-funded web|last = Shields|first = Ronan|date = January 14, 2020|accessdate = June 13, 2021}}</ref><ref>{{cite web|url = https://www.vox.com/recode/2020/1/16/21065641/google-chrome-cookie-ban-advertisers|title = Google Chrome’s cookie ban is good news for Google — and maybe your privacy. But it’s terrible for smaller advertisers.|last = Morrison|first = Sara|last2 = Molla|first2 = Rani|date = January 16, 2020|accessdate = June 13, 2021}}</ref>
+|-
+|2020
+|March 24
+|New feature
+|Third-party cookies
+|Almost three years after introducing Intelligent Tracking Prevention (ITP), Apple makes several updates to ITP on Safari, the most important of which is that it now fully blocks all use of cookies in a third-party context by default.<ref>{{cite web|url = https://webkit.org/blog/10218/full-third-party-cookie-blocking-and-more/|title = Full Third-Party Cookie Blocking and More|date = March 24, 2020|accessdate = June 13, 2021|publisher = WebKit}}</ref><ref>{{cite web|url = https://www.theverge.com/2020/3/24/21192830/apple-safari-intelligent-tracking-privacy-full-third-party-cookie-blocking|title = Apple updates Safari’s anti-tracking tech with full third-party cookie blocking. Beating Google by two years to the privacy feature|last = Statt|first = Nick|date = March 24, 2020|accessdate = June 13, 2021|publisher = The Verge}}</ref>
+|-
+|2020
+|September 8
+|Merger
+|Content discovery platform
+|The planned merger of Taboola and Outbrain is called off.<ref name=taboola-outbrain-merger-cancel>{{cite web|url = https://techcrunch.com/2020/09/08/taboola-and-outbrain-call-off-their-850m-merger/|title = Taboola and Outbrain call off their $850M merger|last = Lunden|first = Ingrid|date = September 8, 2020|accessdate = June 13, 2021|publisher = TechCrunch}}</ref><ref>{{cite web|url = https://www.thedrum.com/news/2021/02/11/not-so-chummy-any-more-after-merger-didn-t-click-what-next-taboola-and-outbrain|title = Not so chummy any more: after merger didn’t click, what next for Taboola and Outbrain? Content recommendation engines Outbrain and Taboola were once primed for a $2bn-valued mega-merger that they said would rival the duopoly and save the open web. Relations between the Israeli startups soured, however, and the deal fell through. The Drum catches the CEOs of both to find out how they plan to innovate their tech, fund publishers and change some marketers’ minds. The ‘chumbox’ cold war continues.|last = McCarthy|first = John|date = February 11, 2021|accessdate = June 13, 2021}}</ref>
+|-
+|2020
+|November
+|Launch
+|Identity solution
+|{{w|The Trade Desk}}'s "Unified ID 2.0" solution gets buy-in from several companies in the ad tech and measurement space including LiveRamp, Criteo, Nielsen, Magnite, Index Exchange, and PubMatic.<ref>{{cite web|url = https://www.adexchanger.com/strategy/the-trade-desks-unified-id-is-gaining-steam-heres-where-things-stand/|title = The Trade Desk’s Unified ID Is Gaining Steam. Here’s Where Things Stand.|last = Schiff|first = Allison|date = November 5, 2020|accessdate = June 13, 2021|publisher = AdExchanger}}</ref><ref>{{cite web|url = https://www.adexchanger.com/publishers/pubmatic-is-the-latest-ad-tech-company-to-join-unified-id-2-0/|title = PubMatic Is The Latest Ad Tech Company To Join Unified ID 2.0|date = November 18, 2020|accessdate = June 13, 2021|publisher = AdExchanger}}</ref>
+|-
+|2021
+|April 26
+|New feature
+|App identity
+|Apple releases iOS 14.5; this includes the long-awaited App Tracking Transparency update; this prompts the user for apps that are tracking the user across websites and apps. This is expected to negatively affect in-app advertising in advertising-supported apps (such as Facebookk) if a lot of users opt out of tracking.<ref>{{cite web|url = https://techcrunch.com/2021/04/26/apples-app-tracking-transparency-feature-has-arrived-heres-what-you-need-to-know/|title = Apple’s App Tracking Transparency feature has arrived — here’s what you need to know|last = Ha|first = Anthony|date = April 26, 2021|accessdate = June 13, 2021}}</ref>
+|-
+|2021
+|June 11
+|Regulation
+|Third-party cookies
+|The UK's competition regulator, the {{w|Competition and Markets Authority}}, announces an agreement with Google whereby Google makes some commitments about the way it will phase out third-party cookies and introduce Privacy Sandbox, so as to minimize the negative effects of these steps on its competition.<ref>{{cite web|url = https://www.gov.uk/government/news/cma-to-have-key-oversight-role-over-google-s-planned-removal-of-third-party-cookies|title = CMA to have key oversight role over Google’s planned removal of third-party cookies. Following an investigation, the CMA has secured commitments from Google to address concerns about Google’s proposal to remove third-party cookies on Chrome.|date = June 11, 2021|accessdate = June 13, 2021}}</ref><ref>{{cite web|url = https://www.adexchanger.com/privacy/google-pledges-not-to-kill-third-party-cookies-without-the-uk-competition-watchdogs-say-so/|title = Google Pledges Not To Kill Third-Party Cookies Without The UK Competition Watchdog’s Say-So|date = June 11, 2021|accessdate = June 13, 2021|publisher = AdExchanger}}</ref>
+|-
+|2021
+|June 24
+|Announcement
+|Third-party cookies
+|Google announces that the release of Privacy Sandbox, the third-party cookie replacement used by Chrome, will be delayed to 2023.<ref>{{cite web|url = https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/|title = An updated timeline for Privacy Sandbox milestones|date = June 24, 2021|accessdate = June 24, 2021|publisher = Google|last = Goel|first = Vinay}}</ref><ref>{{cite web|url = https://www.adexchanger.com/podcast/the-big-story/the-big-story-googles-third-party-cookie-extension/|title = The Big Story: Google's Third-Party Cookie Extension|date = June 24, 2021|accessdate = June 24, 2021|publisher = Adexchanger}}</ref>
 |}
 (*) Such launches are not initial launches, but rather re-launches.
+== Numerical and visual data  ==
+=== Google Scholar ===
+The following table summarizes per-year mentions on Google Scholar as of August 15, 2021.
+{| class="sortable wikitable"
+! Year
+! "online advertising"
+|-
+| 1994 || 95
+|-
+| 1996 || 72
+|-
+| 1998 || 244
+|-
+| 2000 || 523
+|-
+| 2002 || 761
+|-
+| 2004 || 796
+|-
+| 2006 || 1,030
+|-
+| 2008 || 1,790
+|-
+| 2010 || 4,270
+|-
+| 2012 || 3,540
+|-
+| 2014 || 4,300
+|-
+| 2016 || 5,530
+|-
+| 2018 || 6,880
+|-
+| 2020 || 7,950
+|-
+|}
+[[File:Online advertising google schoolar.png|thumb|center|700px]]
+=== Google Trends ===
+The comparative chart below shows {{w|Google Trends}} data for Online advertising (Search term) and Online advertising (Topic), from January 2004 to March 2021, when the screenshot was taken. Interest is also ranked by country and displayed on world map.<ref>{{cite web |title=Online advertising |url=https://trends.google.com/trends/explore?date=all&q=Online%20advertising,%2Fm%2F05b1rx |website=Google Trends |access-date=25 March 2021}}</ref>
+[[File:Online advertising gt.png|thumb|center|600px]]
+=== Google Ngram Viewer ===
+The chart below shows {{w|Google Ngram Viewer}} data for Online advertising, from 1990 to 2019.<ref>{{cite web |title=Online advertising |url=https://books.google.com/ngrams/graph?content=Online+advertising&year_start=1990&year_end=2019&corpus=26&smoothing=3&case_insensitive=true |website=books.google.com |access-date=25 March 2021 |language=en}}</ref>
+[[File:Online advertising ngram.png|thumb|center|700px]]
+=== Wikipedia Views ===
+The chart below shows pageviews of the English Wikipedia article {{w|Online advertising}}, on desktop from December 2007, and on mobile-web, desktop-spider, mobile-web-spider and mobile app, from July 2015; to February 2021.<ref>{{cite web |title=Online advertising |url=https://wikipediaviews.org/displayviewsformultiplemonths.php?page=Online+advertising&allmonths=allmonths&language=en&drilldown=all |website=wikipediaviews.org |access-date=25 March 2021}}</ref>
+[[File:Online advertising wv.png|thumb|center|450px]]
 == Meta information on the timeline ==
@@ Line 718: / Line 1,051: @@
 == See also ==
 * [[Timeline of e-commerce]]
-* [[wikipedia:Online advertising|Online advertising]]
+* [[Timeline of search engine optimization]]
 == References ==
 {{reflist|30em}}
-[[wikipedia:Category:E-commerce|Category:E-commerce]]
-[[wikipedia:Category:Computing timelines|Online Advertising]]
-[[wikipedia:Category:Online advertising|Category:Online advertising]]