20+ Years of Innovation
The evolution of advertising on the internet is an inspiring story of innovation and hard work. The internet was created to share information and it didn’t take too long for entrepreneurs and companies to realize that the world wide web would make a great platform for advertising. As time progressed and the industry grew, more and more technologies were created to take advatange of the unique advertising opportunities that the internet provided. We’re now in 2020 and the innovation hasn’t slowed down.
Birth of the Banner Ad
The first web banner AT&T “You will” was published at HotWired (hotwired.com), and it was extremely successful with a CTR of 44%. The 468×60 banner ad set off a chain reaction that altered the course of the advertising industry, and banner ads caught on extremely quickly.
Birth of Cookies
Cookies were implemented in Mosaic and Netscape web browsers, becoming a fundamental element of ad tech that would allow advertisers to track users’ behavior online.
In 1995, Yahoo! introduced a search engine function, called Yahoo! Search, that allowed users to search Yahoo! Directory. Yahoo! created the first keyword based advertising and first keyword ad was on “Golf”.
During 1994 – 1996, the online advertising started moving from banner ads to keyword based advertising thus enabling the advertisers to reach the target audience and garner high click through rate and conversion rates.
Development of Advertising Networks
The first ad networks were developed, the most popular being, WebConnect and DoubleClick. More than 150 websites were included in the WebConnect network in 1995. Introduced “frequency capping” to prevent “banner fatigue”. One year later, advertisers got access to campaign analytics to see and control the conversion rate, which was the big step forward. Google would later purchase DoubleClick for $3.1b in 2007.
Introduction of PPC model
GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) brought the concept of pay-per-placement searches, shifting advertisers towards paid search and pay-per-click advertising.
Google introduced AdWords, a self service advertising platform that allowed advertisers to place ads on selected keywords (with CPC pricing model in 2002), but only allowed campaigns to run within the Google network. The first advertisers paid about $.005 to $.25 per click. The largest PPC-advertising operators were Google AdWords, Microsoft adCenter, and Yahoo! Search Marketing.
2000 – Mike Seiman Founded BUDs Inc.
The small startup out of Long Island, that we now know as Digital Remedy, originally started as B.U.D.S. Inc., for “Brothers Unda Da Skin,” in order to reflect the founders’ shared belief in the ideals of equality and unity.
First Mobile Ad
The first mobile ad showed up when a Finnish news provider sent free news headlines via SMS, sponsored by advertising. This led to more experimental mobile ads and mobile marketing initiatives down the road.
First Ad-Blocker Invented
While the first web ad blocker originated in the 1980s, Ad Muncher became one of the first popular ones, light, modest in system requirements, needed no installation, executed in Windows and removing ads in all applications. However, the program wasn’t effective at blocking ads for websites running in HTTPS. As consumers became more internet-savvy and online advertising technology improved, there was an increasing demand for more effective and simpler ad blockers.
In the same year, a small browser extension for the Phoenix Browser (which later became known as Mozilla’s Firefox) was developed by a Danish college student. The extension could easily be added to the browser and ran automatically to hide all online ads from the view of the user. A few years later the project was picked up by a German software developer and updated to become one of the most popular ad blocking tools available today: Adblock Plus (ABP).
2005 – BUDs Inc. Rebrands as CPX Interactive
With this new brand identity, the organization paid homage to the cost per “x” price modeling that the company was founded on.
Mobile Ad Networks
The first mobile ad network, AdMob, which served simple text links at the bottom of screens on featured phones. Mobile advertising strategy went to the next level through targeting, technologies and interactivity. Most of the ad networks, such as AdMob, mMedia, WebOS and Chartboost, are using CPC and CPI pricing models.The first iphone was released a year later.
2007 – CPX Interactive Joins DoubleClick
CPX Interactive joined Google DoubleClick, opening up a world of possibilities in the ad exchange space.
Social Media Advertising
YouTube introduced in-video ads to cash in on it’s massive popularity. In an effort to offer advertisers a “controlled environment,” the “TV-style” animated overlays were able to be targeted by genre, demographic, geography, and time of day.
First RTB Ad Exchange
Yahoo!’s Right Media, the first real-time bidding ad exchange. DSPs and SSPs working together to provide access to vendor-neutral RTB ecosystems meant that advertisers were spending money targeting their core audiences directly, seeing better engagement metrics, and increasing revenue.
Netflix, which originally started out as a DVD rental competitor to Blockbuster, debuted its first streaming content in 2007. Netflix pioneered the streaming industry by creating a service with enough bandwidth to handle its initial base and it wasn’t long before consumers’ interest in streaming significantly grew. Though never designed to be supported by advertisers, the company’s success effectively disrupted the market and started a lasting content consumption trend.
Launch Of The App Store
The introduction of the App Store by Apple allowed advertisers to take advantage of mobile app ads instead of mobile web browser ads. As capabilities grew to include things like interactive gaming and GPS technology, mobile ads started incorporating these features for a more personalized and engaging user experience.
DoubleClick by Google
In a direct move against Yahoo!, Google launched DoubleClick Ad Exchange (after purchasing it in 2007) to create an open real-time marketplace for large online publishers, ad networks, and agencies to buy and sell display advertising space.
Twitter Promoted Tweets,
Trends, & Accounts
In April 2010, Twitter Co-founder Biz Stone declared that traditional ads were not appropriate for Twitter. Promoted Tweets were ‘distinct from traditional search advertising and more recent social advertising,’ with a mission to provide less intrusive ads with more relevant targeting opportunities.
In June 2010, Twitter introduced Promoted Trends, allowing brands to have their campaign hashtag at the top of Twitter’s trends, initiating conversation about a new campaign and driving awareness of a brand.
In October 2010, Twitter introduced Promoted Accounts, allowing brands to increase relevant followers, by appearing in the ‘Suggested For You’ Twitter sidebar.
2011 – AppNexus Partnership
CPX Interactive established a direct partnership with AppNexus, a technology company operating a cloud-based software platform, to more efficiently optimize programmatic campaigns for clients.
Integrated into iPhone 4S at its release by Apple in October 2011, Siri supported a wide range of user commands, including performing phone actions, checking basic information, scheduling events and reminders, handling device settings, searching the Internet, navigating areas, finding information on entertainment, and is able to engage with iOS-integrated apps.
2012 – Hatched.at and bRealTime Launches
Hatched.at, a lab for innovating new digital products and services, and bRealTime, offering programmatic solutions for both supply- and demand- side partners, both launch in 2012 to strengthen the CPX Interactive suite of offerings.
Google released their display ad network called AdSense. Google’s Display Network (GDN) was available through AdWords and limited to Google/DoubleClick properties.
2013 – CPX Interactive Rebrands to CPXi, and Acquires AdReady
AdReady, a digital media execution partner providing advertisers and publishers with turnkey platform-based services to deliver cross-channel solutions against campaign performance goals.
October 17, 2014, marked the beginning of Snapchat advertising. Ads started appearing in users “Recent Updates” section alongside all of their friends’ stories. Users had the option to skip viewing the ads if desired, and like other Stories, they disappeared after 24 hours. This debut allowed advertisers to integrate brand messaging seamlessly with consumers’ organic online activities.
2014 – Consumed Media Launches
A content production house that developed unique content and engagement strategies for advertisers, publishers, and social influencers.
U.S. Digital Ad Revenue Surpasses TV
For the first time, digital as a whole (desktop + mobile) surged to $72.5b for the 2016 calendar year, passing TV ad spend.
Move Towards More Transparency
Ads.txt, or Authorized Digital Sellers, was introduced by the IAB to improve transparency of the programmatic system for buyers and combat the unauthorized selling of publisher ad inventory and domain spoofing.
Death Of Flash
In July of 2017, Adobe announced that they would officially be ending support for the Flash software and player in 2020 and continued to encourage the use of open HTML5 standards in place of Flash. Flash Player once had a large user base, and was a common format for web games, animations, and graphical user interface (GUI) elements embedded in web pages. However, Flash Player became increasingly criticized for its performance, consumption of battery on mobile devices, the number of security vulnerabilities that had been discovered in the software, and its closed platform nature.
2017 – CPXi Rebrands to Digital Remedy
In recognition of the evolution of our products and services, we launched a new company identity to unify our core business into one holistic enterprise as we renewed our commitment to providing innovative, performance-based solutions to the digital advertising industry.
2017 – Nibble Launches, Replacing Consumed Media
Nibble leverages their expertise and vetted knowledge in content production and performance to provide unique content and engagement strategy for advertisers, publishers, and social influencers.
Data Privacy Concerns
The European Parliament first adopted the General Data Protection Regulation (GDPR) in 2016 and became enforceable beginning May 25, 2018, sparking a historic global ripple-effect across all industries.
2018 – Digital Remedy Launches Harmony
In September 2018, Digital Remedy launched Harmony, a social responsibility program, which aligns the company’s business expertise with our on-going desire to give back to the community, synchronize with nature, and promote equality within the digital ecosystem.
Streaming Wars Begin
Big media companies start launching their own streaming services to compete with established players like Netflix, Amazon, and Hulu. Walt Disney Co. and Apple Inc., kicked things off in November with the launch of Disney+ and Apple+. With two additional services, HBO Max from AT&T and NBC’s Peacock, not far behind in 2020.
2019 – Digital Remedy Launches
Dashboards & Reporting
In January 2019, Digital Remedy introduced the Dashboards & Reporting data solution, designed to provide clients with detailed business insights visualized through customizable, easy-to-digest graphics. The interactive dashboard is updated hourly using first- and third- party data sources to ensure accuracy and flexibility.
2019 – Digital Remedy Launches
Flip and Synthesize
In November 2019, Digital Remedy launches Flip, a proprietary OTT and CTV attribution platform designed to capture audiences, deliver the most optimized ad experience, and allow clients to track metrics like app installs, site visits, checkout amounts, and store visits.
Taking our Dashboard & Reporting solution a step further, Digital Remedy launched the “Synthesize” solution in December 2019. A cloud-based, one-stop-shop for digital campaign reporting, “Synthesize” provides full business capabilities, integrating every business metric imaginable, via an easy-to-navigate, interactive dashboard.
Future Death of the Cookie
Google announced that it will be eliminating third-party cookies by 2022. Chrome is the last major internet browser to discontinue cookies, following rivals Apple and Mozilla, which both started blocking third-party cookies by default in their browsers in 2019. The move will force advertisers to hunt for new technologies to reach online audiences.
2020 – Digital Remedy Celebrates
Thank you to our partners and clients for an amazing two decades. We are so excited to continue forging ahead, and looking forward to what the next 20 years have in store.
If you have any questions, think that we could be the right fit for your business, or just want to chat about anything digital (or not digital), shoot us a message. We would love to hear from you.