TripAdvisor has unveiled a primary for the travel advertising industry by launching a ‘Delayed Ad Call’. In a move designed to extend the client’s confidence inside the value of display advertising in addition the impact that it has at the way that internet marketing is measured, partners of TripAdvisor will now only ever pay for advertising that may be seen by a user at the site. This initiative works by only making the ad call once a user gets to some degree at the TripAdvisor page where the ad unit is in view. Most online publishers – and therefore networks and trading desks – provide an extremely disparate environment with many ad placements per page which can be often multiple times below the fold, in positions that a user never...
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