#NOT a real book (Just a screed) The real question of course is: Does online advertising work Unfortunately, it s impossible to give a simple answer to this apparently straightforward question. For starters, this is not a single question, but at least three different ones. The right question to ask would be: for whom does online advertising work Do banner ads, what we once called interactive advertising and now call display ads because nobody clicks on them, and much less interacts with them, work for publishers Do they work for advertisers Or do they just work for the middlemen based in Silicon Valley The 15 Questions: 1. Why Banner Ads 2. What Was Online Advertising Supposed to Be Like 3. Did It Work Out as Advertised 4. Why Not 5. Why Are Banner Ads Still Around 6. Is All This Targeting Good 7. Is This Advertising at All 8. How Big Is This Thing 9. What Is Programmatic 10. Does Online Advertising Work for Publishers 11. Does It Work for Advertisers 12. Does It Work for the Middlemen 13. Is It a Gigantic Scam 14. Should My Company Stay Away From Banner Ads 15. Is There Any Hope for Online Advertising Download it now: it s a smart 15 minutes read.