In traditional
online marketing models, the buyer holds all the cards. They decide
what they want to spend, and most importantly, where they want
to spend it. But the rise of online
corporate marketing and pay-for-performance networks like
Overture,
Google
and MSN
has changed this relationship in significant ways.
These ads are tagged with information supplied by the advertiser,
for example, who they are attempting to reach, what kind of environments
they want to be in. Each listing is still based on how much money
they are willing to spend on the ad. Others have successfully
used free
search engine optimization although it is quite labor intensive
Advertisers are only paying when their ad performs. But repeatedly,
networks also disaggregate advertisers from publishers. The advertisers
are no longer choosing the publisher with whom they are doing
business, they are instead choosing keywords, concepts and context,
which is not a very good model. Instead of advertisers buying
PPC space on specific publisher sites, they simply release their
ads to the net. |
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