1. Digital Display Advertising 101 Paid Digital Media is 90% common sense I have ads and money; site publisher has an audience. Let’s talk. Media buzz words - Visitors, Page Views, etc. Ad units - IAB standard sizes CPM = “cost per thousand (ad impressions)” CPM is negotiated/auctioned; find an average Advertiser/Publisher have total control over what appears where, when and under what conditions: start date, stop date, time of day, geographic, etc.

2. Digital Display Advertising 101 Online Media Kits (rates, units, limitations, audience profile, on- & off-line products, etc.) http://www.texasbar.com/AM/template.cfm?section=advertise_with_us RFP (Request for Proposal) Trade reports and proprietary research plus market demand set the rate (price) boundaries that underpin negotiations

3. Digital Display Advertising 101 Banner Ad New ad appears for each visitor (“ad rotation”) TexasBar.com Visit the site & hit the “Refresh” button a dozen times

4. Digital Display Advertising 101 $20 CPM 45 X $20 = $900 There are 45 “thousands” in 45,000 (impressions)... so TexasBar.com Rate Card

5. Digital Display Advertising 101 UT home page is seen 200,000 a day Visitors typically look at five pages, then leave

6. Digital Display Advertising 101 0. UT is the publisher with space 1. Choose a CPM (a premium audience) 2. 200,000 daily page views = 200 “thousands” 3. Multiply 200 X $CPM to get daily revenue 4. Multiply that by 365 days for annual revenue 5. Multiply that value by the number of ads that fit on the home page 6. You now have an estimate for revenue tied to one page on the entire utexas.edu web site 7. Does utexas.edu have more than one page?