Online advertising has risen in the past few years. Reach and inexpensiveness are by far the two most dominating factors that have contributed to the growth of online advertising. Online advertising can also be interactive. A user can click on the ad that he likes. This also gives the advertisers a way to measure the success rate of this online advertising campaign. Starting from the old static banner ad days, we have indeed come a long way to the era of flash and interactive form-based ads. The advent of banner ads added to the misery of the average internet user. Irritating as they were, it hampered the internet browsing process of the user and made him dislike the internet advertisements. Necessity is the mother of invention. A plethora of popup blockers tools and toolbars appeared on the scene. Market reacted promptly and the age of user-involvement started. With the advent of Google AdSense, the advertisers found a way of involving the user into the success of the ads. It worked and thousands of internet users jumped on to take advantage of the “affiliate program”. Soon domains like SEO begin to emerge. Many earned quite a good amount through all this.

But soon, competition ensured that only the best will survive. Thus began the acts of tweaking ones content and sites and ads and placements to get the max out of the online advertisement programs. We now have complete blogs written by giants such as Google itself providing “guidelines” on how to optimize your website and your advertisements to get the best out of programs such as AdSense.

Visual science experts and behavioral researchers produced what seems to be the best practice handbooks. Articles like this could be found all over the Internet. Anyone who has even a bit of an online email software sold through the ads in the right-hand side column of his website started writing manuals of online advertising optimization.

Different people wrote different guidelines. Most of them, actually ALL of them are merely opinions. OK, there are certain established practices, but each one has her own theory regarding what works on the Internet. To determine what really works, one has to go through many such blogs, articles, reports, white papers, and sure, opinions.

Online advertising space is going to be an interesting battleground. Its stupid to think that the field that made Google what it is today will be left untouched by the biggies of the game - Yahoo and Microsoft. Yahoo recently picked up a stake in Tyroo, a New Delhi, India based company signaling that it is serious to take Google’s AdSense head-on. The development work at Tyroo’s New Delhi based facility is in full swing. . We have blogged about Tyroo in the past. Even Microsoft has been making acquisitions in the online ad space. It will be interesting to see how the game unfolds now. The three biggies have decided to clash on battleground Internet. Right now, Google seems to be the king in the online advertising space. Yahoo, with the acquisiton of stake in Tyroo has been playing its cards right and Microsoft isn’t too far behind. But how exactly will the market dynamics and customer perception shape up the game, is yet to be seen.

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