DocumentCode :
1978409
Title :
The Disintermediation in Advertising Brought about by Search Engine: Based on an Analysis of Google Advertising System
Author :
SU, Junbin
Author_Institution :
Sch. of Journalism & Commun., Xiamen Univ., Xiamen, China
fYear :
2010
fDate :
20-22 Aug. 2010
Firstpage :
1
Lastpage :
4
Abstract :
Electronic commerce causes disintermediation, which is displacement or elimination of market intermediaries, in many traditional industries. Will internet bring about disintermediation in Advertising industry, when internet is applied to advertise? Analyze the components and mechanisms of Google´s advertising system, this research finds that advertising by search engine is more targeting with lower cost than traditional advertising that makes some functions of traditional advertising to be displaced or even eliminated. By giving users more control and pro-activity on content, the internet is fundamentally changing the traditional advertising mechanisms, which based on mass communication model, and bringing about a deep revolution on advertising industry.
Keywords :
Internet; advertising; electronic commerce; search engines; Google advertising system; Internet; advertising industry; electronic commerce; mass communication model; search engine; Advertising; Business; Google; Industries; Internet; Presses; Search engines;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
Internet Technology and Applications, 2010 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-5142-5
Electronic_ISBN :
978-1-4244-5143-2
Type :
conf
DOI :
10.1109/ITAPP.2010.5566321
Filename :
5566321
Link To Document :
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