Week 12 Digital Media, Advertising, & Privacy
Developing Digital Media Web as ancillary promotional tool
Web Portals Gatekeeping where user starts their exploration of the web "Stickiness"-mass audience to one site, how long you stay there $ in display ads (impressions), not search
Refining the Search Engine Google PageRank Algorithm evaluated pages not just on text match, but also on sites authority and influence (based on sites that linked to them) Google AdWords Early alternate approach: Selling smaller target audiences tied to search results Integrates search & display ads CPM (cost per impression-increase visibility vs. CPC (cost per click- increase site traffic]
Building Ad Networks Google AdSense: Helping websites monetize their traffic o You make ad spaces available on your site (inserting code), then highest paying ads appear on your site (via AdWords) o Allows publishers to pool info on browsers -80% of the web was part of Google's AdSense Doubleclick (bought by Google, 2008): Using cookies to track your browsing behaviors, then putting you into a market segment they can sell as a package to advertisers Cookies: small, often encrypted text files used by web developers
Economies of Digital Media Measuring ROI Traditional Media: Views/impressions, coupon codes, phone numbers Digital Media: Page views/impressions, click-throughs, likes, shares "web mentions" etc. Doesn't end there! oYour activity online is being recorded, packaged, and sold... Data & Metadata Metadata: data about data Endless you-loop, informational determinism -what you've clicked on in the past will determine what you see next (Joseph Turow)
Different media for different people o Different prices for the same product/service? o Amplification of social/economic inequalities o Personalized news coverage & perspectives: problematic for civilized debate? For Democracy? o How much we can control the information that's being collected about us Privacy policies and terms of service: do we really have choices or control? o It would take 76 days to read every one shown to us in on