A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign, discussing concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign.

Includes index.

Online advertising -- Overview of display advertising -- Fundamental display advertising concepts -- Month 1: planning your campaigns -- Month 2: targeting your audience -- Month 3: building your first display campaign. Month 4: creating image ads -- Month 5: video ads -- Month 6: launch and measure your campaign's performance -- Month 7: optimizing the performance of your campaigns -- Month 8: advanced topics -- Month 9: using LinkedIn and Facebook display ads.