With the dawn of the Internet, the cost of publishing came down significantly. The
Internet brought down the cost of publishing such that even small outfits became e-publishers. But the bad news was that the cost of associated advertising became prohibitive. This was overcome by channelizing advertising through brokers resulting in more efficient Internet advertising. A great example is the service Google provides with AdWords and AdSense services.
In Internet Advertising, Google takes in the advertising and gives them out to deserving web sites. The advertisers pay Google and Google shares a portion of revenues with the website publisher. This process also can be automated with the advertiser giving an idea and kind of web sites they would like to advertise with. A matching is done with the right kind of websites. (using metadata about the geographic region and keywords). By auctioning the web sites and the in vogue keywords, the price of the advertisement may be determined. Thus, the metadata about web pages and the advertisements become commodities and proxies for the advertisements and web page contents.
In Internet Advertising, a match of advertisers and publishers is done by selection of the region they wish to advertise in and the language they want the advertisement in. A headline a created with a small text description (upto 95 characters in all) and the advertisers web site URI. The idea is to have readers click the URI and be sent on to the advertiser's web site.
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In E-Advertising, the phrases (or keywords) are agreed to with the advertisers. These will be matched with keywords on web pages where the advertisement should be placed. Unlike print advertising, the advertiser is charged for reader clicking on the forwarding link in advertisement and not for advertisement appearing.
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In Internet Advertising, the publisher cannot determine the pages where the advertisements should appear. This is done by insertion of small code segment into the web page's HTML at the place the advertisement is to appear so that it can request the advertisements from Google's system.
In Internet advertising, the publisher does not get paid for the advertisements display. They get paid for only those that have been clicked on. This is an incentive for advertisements to be prominently parked on pages featuring popular keywords.
Matching advertisements to web pages and with the interests of the reader, is an exercise in semantics for while there exist complex systems such as Semantics Web.
More information on Internet Advertising will be available at advertising.
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