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14 How does Google turn All about Google

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14
How does Google turn advertising into
information and performance?(1/2)
« Advertising income often provides an incentive to deliver poor quality search results»
Sergey Brin & Larry Page

Most advertising models present strong weaknesses

Undefined
Strong intrusion Weak relevance
performance

• Large size adverts • Influence results by • Impossible to reward
• Slows down results making paid for clients efficient advertising
display from a search appear first • Example : television ads
engine query • Example: Opentext/Kelkoo • No direct measure of real
• Little or non-existent performance
targeting • Example : invoicing
according to the number of
displays (CPM)




..…….

December 2008 • Everything you always wanted to know about Google… • 22

Publicada em: Tecnologia, Negócios
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