Which legacy media form jumped in to test the internet first/most strongly?

What was wrong with banner ads?

What was wrong with the legacy advert networks?

What was the web’s early memory problem?

Why did Double Click have an advantage once cookies were implemented?

What was the biggest advert industry victory over early concerns about cookies and their tracking?

3. Web Gets a Memory

Let’s be clear: at the start of the Internet, virtually no one knew how it would work as a commercial outlet. 

Early tests largely failed. These sometimes made potential participants REALLY gun shy about jumping in. Print media especially so. Newspapers, magazines, and book publishers ALL stuck their toes in and then went running. 

AD $ stayed where it was.

Online advance: MOUSE-CLICK-THROUGH as measure for banner ads

Online Ad networks emerged, trying to bring order to chaos. Double Click provided sales personnel 
	(why not use in-place advert sales people)?
First big users were the Internet companies themselves (like Netscape) to measure their own monitezation (physician heal thyself)

Double click started to consolidate and coordinate the delivery of banner ads, including using distributed computing to its advantage (assembling different parts of a page from different servers). 

ad network system= third party adverts= invisible to the user

Pop Ups get added to banners

Lack of web memory was a HUGE problem, 
WHO was the USER?
WHERE (ELSE) HAD THEY BEEN ON THE WEB?
WHAT (ELSE) HAD THEY DONE?
HTTP cookie

server logs + cookies = tracking and individualization

This advantages the ad networks as they had the scale to collect and use data across the web

Year one of cookies at Double Click: 10M unique user profiles. 
DART cross referenced user profiles with real time info and adverts

Some developers revolted; concerns & limits were raised.

Ad companies killed the concerns asap.

Biggest victory: ON BY DEFAULT