8. Online Advertising ...............................197
8.1 introduction.....................................198
8.2 key terms and concepts..................198
8.3 history..............................................200
8.4 how it works....................................201
8.5 putting it all together ......................211
8.6 the future of online advertising ......213
8.7 the good and the bad ......................213
8.8 summary .........................................216
8.9 the bigger picture............................217
8.10 case study: Hyundai and
MediaMind.............................................217