(Shelly Cashman Series) Gary B. Shelly, H. Albert Napier, Ollie N. Rivers-Web design_ introductory concepts and techniques -Cengage Learning (2008)

196 Chapter 7 Promoting and Maintaining a Web Site
@SOURCE
Link Exchange
For more information
about the beneficial
arrangement of using
reciprocal links, visit the
Web Design Chapter 7
Online Companion page
(scsite.com/web3e/ch7/)
and then click Link
Exchange in the
@Source links.
Figure 7-10 Link exchange involves exchanging reciprocal links with other Web sites.
ONLINE ADVERTISING NETWORKS An online advertising network, such as
Advertising.com, HispanoClick, and ValuClick Media (Figure 7-11), brings together
companies that want to purchase online advertising and companies that want to sell ads
on their sites.
@SOURCE
Online Advertising
Networks
For more information
about the use of
banner advertising
on the Web, visit the
Web Design Chapter 7
Online Companion page
(scsite.com/web3e/ch7/)
and then click Online
Advertising Networks in
the @Source links.
Figure 7-11 An online advertising network brings together Web site advertisers and publishers.
As with affiliate programs, a Web site that wants to place online ads is called an
advertiser; a Web site that has space to display the ads is called a publisher. When a visitor
clicks an ad on a publisher’s site, the visitor’s browser goes to the ad’s link target, which is
usually a Web site for the advertised product or service. Ads provided by an online advertising
network are stored on an ad server and “served up” when added to a search results
page or when a visitor requests a publisher’s pages.