Sean Donnelly says, “The first banner ad appeared on, the original website for Wired Magazine all the way back in 1994.

Since then, the time and attention that consumers have to see and consider advertising has reduced significantly.

This is for a number of reasons.

1. Consumer trust

Firstly, and perhaps most importantly, is the issue of trust.

Before the advent of the World Wide Web and in particular the universal ability to publish, there was an asymmetrical relationship between sellers and consumers, particularly when it came to selling high value or technical products such as motor cars.

One side (the seller) was fully informed, and the other side (the consumer) was partially in the dark”.

Making the business case for programmatic advertising


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