A blog (a portmanteau of the term web log) is a web-published journal consisting of discrete entries ("posts") typically displayed in reverse chronological order so the most recent post appears first. Blogs are usually the work of a single individual, although corporate blogs often have multiple staff contributors. Blog can also be used as a verb, meaning to maintain or add content to a blog.
The emergence of blogging has been attributed to the advent of easy to use web publishing tools like Open Diary, LiveJournal, and Blogger.com. The modern blogging landscape includes advanced and customizable blogging platforms like WordPress, Movable Type, and Drupal.
Successful blogs tend to focus on one topic, building a community of interested readers who interact through comments on posts. This targeted, engaged audience can drive additional value to advertisers, both during traditional campaigns and through sponsored content.
Visit the IAB Blog to see blogging in action!