1. How difficult is it for a Web site to join an ad network? What does this imply about ad network switching costs? Does it have to exclusively choose one network over another? Does ad network membership prevent a firm from selling its own online advertising, too?

2. What is the content adjacency problem? Why does it occur? What classifications of Web sites might be particularly susceptible to the content adjacency problem? What can advertisers do to minimize the likelihood that a content adjacency problem will occur?

3. What is the IAB and why is it necessary? What are the major ad format categories?

4. What's an interstitial? What's a rich media ad? Have you seen these? Do you think they are effective? Why or why not

5. List four major methods for billing online advertising.

6. As firms like Microsoft and Apple block tracking technologies or set defaults for higher levels of user privacy, how might this impact the future of the ad-based Internet?

7. What is remarketing? Have you ever seen an ad that you suspect was part of a remarketing effort? If so, describe what you experienced. Do you think remarketing is effective? Why or why not?