The newest edition of the AP Stylebook is a tech-savvy and thoughtful discussion of the online advertising ecosystem, privacy, digital security, and surveillance.
are now sufficiently familiar to warrant their own entries in the Stylebook, as is the level of detail of the corresponding entries on how online ads are priced and sold. The Stylebook explains the differences between pay-per-click advertising, in which advertisers pay based on how many people click on their ads, and pay-per-impression advertising, in which advertisers pay solely based on how many times their ads are shown to people.
Billions of dollars’ worth of online ads are selected via real-time bidding every year, so perhaps it shouldn’t come as a surprise that online ad auctions have made the cut for the AP Stylebook. Yet for a practice so prevalent, it’s still relatively rarely discussed or understood outside the tech world.
Some of the other entries offer words of caution to journalists that I found harder to parse. For instance, the discussion of smart devices advises against referring to internet-connected devices as being part of the Internet of Things “in stories for general readers.” I, for one, would have guessed that a larger population of general readers would recognize that phrase than would, for instance, know what real-time bidding is.
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