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CHAPTER 1

INTRODUCTION

An internship is a process of on-the-job training for students. Internships for professional careers
are similar in some ways to apprenticeships for trade and vocational jobs, but the lack of
systematic standardization leaves the term open to broad interpretation. An internship consists of
an exchange of services for experience between the student and an organization. Students can
also use an internship to determine if they have an interest in a particular career, create a network
of relationships or gain school credit.

During my internship I was exposed to the programmatic and digital industry. It has helped gain
good knowledge of the digital advertising industry and also the technology driven programmatic
industry

The report gives an in depth view of activities carried out during a one month full time internship
at Vizury Interactive Solutions L.L.C . The internship project was undertaken between March
and April months of 2014. This report gives a detailed description of the company and industry
and analysis and interpretation of the tasks undertaken during the internship.

The first part of the report offers an of introduction to industry to which the organization belong
to, details of the MENA regions industry, structure of the industry, global competitors and also
regional competitors and information on clients and campaigns . The next part of report includes
Introduction to Organization, history, ownership patterns, size and structure of divisions,
financial details, products and service. Following, it proceeds to describe in some detail the most
relevant projects carried out and their respective analysis and interpretation. Finally, the report
wraps-up with a few closing remarks and conclusions from the experience.
I have completed my internship in a well established company in the online advertising industry.
Online advertising is a large business and is growing rapidly. Online advertising, also
called Internet advertising, uses the Internet to deliver promotional marketing messages to
consumers. It includes email marketing, search engine marketing, social media marketing, many
types of display advertising including web banner advertising and mobile advertising. Like other
advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants include advertising agencies
who help generate and place the ad copy, an ad server who technologically delivers the ad and
tracks statistics, and advertising affiliates who do independent promotional work for the
advertiser.

Digital media are any media that are encoded in a machine-readable format. Digital media can be
created, viewed, distributed, modified and preserved on computers. Computer programs and
software; digital video; web pages and websites, including social media; data and
databases; digital audio, such as mp3s; and e-books are examples of digital media. Digital media
are frequently contrasted with print media, such as printed books, newspapers and magazines,
and other traditional or analog media, such as film or audio tape.
1.1 Introduction to Online Advertising

Online advertising is a large business and is growing rapidly. Online advertising, also
called Internet advertising, uses the Internet to deliver promotional marketing messages to
consumers. It includes email marketing, search engine marketing, social media marketing, many
types of display advertising including web banner advertising and mobile advertising. Like other
advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants include advertising agencies
who help generate and place the ad copy, an ad server who technologically delivers the ad and
tracks statistics, and advertising affiliates who do independent promotional work for the
advertiser.

Online advertising is a marketing strategy that involves the use of the Internet as a medium to
obtain website traffic and target and deliver marketing messages to the right customers. Online
advertising is geared toward defining markets through unique and useful applications.Since the
early 1990s there has been an exponential increase in the growth of online advertising, which has
evolved into a standard for small and large organizations.Online advertising is also known as
Internet advertising.

A major advantage of online advertising is the quick promotion of product information without
geographical boundary limits. A major challenge is the evolving field of interactive advertising,
which poses new challenges for online advertisers. Examples of online advertising include
banner ads, search engine results pages, social networking ads, email spam, online classified ads,
pop-ups, contextual ads and spyware.
1.1.1 Display Advertising

Display advertizing conveys its message visually using text, logos, animations or other graphics.
Display advertisers frequently target users with particular traits to increase the ads' effect. Online
advertisers often use cookies, which are unique identifiers of specific computers, to decide
which ads to serve to a particular consumer. Cookies can track whether a user left a page without
buying anything, so the advertiser can later retarget the user with ads from the site the user
visited.

As advertisers collect data across multiple external websites about a user's online activity, they
can create a detailed picture of the user's interests to deliver even more targeted advertising. This
aggregation of data is called behavioral targeting. Advertisers can also target their audience by
using contextual and semantic advertising to deliver display ads related to the content of the web
page where the ads appear. Retargeting, behavioral targeting, and contextual advertising all are
designed to increase an advertiser's return on investment, or ROI, over untargeted ads.

Advertisers may also deliver ads based on a user's suspected geography through geo targeting. A
user's IP address communicates some geographic information . The geographic information from
an IP can be supplemented and refined with other proxies or information to narrow the range of
possible locations. For example, with mobile devices, advertisers can sometimes use a
phone's GPS receiver or the location of nearby mobile towers.[28] Cookies and other persistent
data on a user's machine may provide help narrowing a user's location further.

1.1.2 Search Advertising

In Internet Marketing, Search Advertising is a method of placing online advertisements on Web


pages that show results from search engine queries. Through the same search-engine advertising
services, ads can also be placed on Web pages with other published.
Search advertisements are targeted to match key search terms entered on search engines. This
targeting ability has contributed to the attractiveness of search advertising for advertisers.
Consumers will often use a search engine to identify and compare purchasing options
immediately before making a purchasing decision. The opportunity to present consumers with
advertisements tailored to their immediate buying interests encourages consumers to click on
search ads instead of unpaid search results, which are often less relevant. Unpaid search results
are also called organic results

1.1.3 Social Media Marketing

Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it with their social networks. The resulting electronic word of
mouth refers to any statement consumers share via the Internet about an event, product, service,
brand or company. When the underlying message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party source, as opposed to the brand
or company itself, this form of marketing results in earned media rather than paid media.

1.1.4 Mobile Advertising

Mobile advertising is ad copy delivered through wireless mobile devices such


as smartphones, feature phones, or tablet computers. Mobile advertising may take the form of
static or rich media display ads, SMS or MMS ads, mobile search ads, advertising within mobile
websites, or ads within mobile applications or games. Industry groups such as the Mobile
Marketing Association have attempted to standardize mobile ad unit specifications, similar to the
IAB's efforts for general online advertising.

Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the
field, connectivity speeds have improved, screen resolutions have advanced, mobile publishers
are becoming more sophisticated about incorporating ads, and consumers are using mobile
devices more extensively. The Interactive Advertising Bureau predicts continued growth in
mobile advertising with the adoption of location-based targeting and other technological features
not available or relevant on personal computers.