The network as advertising

Internet communication and economic interests. Overview – part 1

In the age of globalization, the power of economic organizations seems to be as rough as ever before. In the MAB, in which the policy on the accumulating of economic "practical purges" is limited, the co-designing possibilities of the individual burgers in the framework of their democratic procedure. From the "web 2.0 "fuguilized utopias of a basic democratic" power to the people "through communicative exchange on the internet are just right here. Stupid only that just in the network commerce and economic power are almost unturned. Netzburger, who want to counter the marketing apparatus of companies and agencies, have their own points of view with some difficulties to fight.

"Communication" has been a term under the world of advertising and PR: embassies are targeted and more or less sent by specialists to the man or the woman. The communicative possibilities that the internet offers, on the other hand, are reminiscent of times when communication was still a key term in the project left clearance.

In forums, weblogs and usenet is – in theory – together spoken; communication does not end here with the unilateral bringing a strategic message, but again means the exchange of arguments by commenting and discussion. The old left combat concept of participation is at once as a key concept in the web 2.0 again. In particular, blogging providers not only reduce the financial, but also the technical inhibition threshold, to present themselves with their own points of view on the web – with all advantages and disadvantages for the level of discourses in the network.

However, every extension of communicative possibilities also attracts commercial interests. As soon as the internet had solved by its military start, it woke up utopias of free communication and unobstructed exchange of information, in practice, however, the development of the world wide web followed a gigantic marketing platform and the most important sales market of the sex industry. Today, the extension of the participation to a varied network of economic interests is true. Immediately make money here, for example, by web-based trading platforms, paid services and not least by business models of doubtful seriosity of legal rip-off to fraud.

The easy accessibility of a coarse number of potential customers through websites, advertising or mailing lists makes the internet interesting for the "old economy". From coarse corporations to small businesses, craftsmen and freelancers is now almost everyone in the network, which depends on marketing and sales.

The overwhelmed net

The commercialization of the world wide web is often complained. But even in other internet services such as the usenet and E-mail soon turned purely economically motivated communication in the form of spam. Spam in its most diverse pronounced today is omniprously, even in the "real world" in the form of unsolicited advertising broadcasts, increasingly aggressive telephone marketing and direct marketing through home turf printer. During classic spammers still have sales intentions (and be it in the field of potency and penile deflection), today it is always oler around fraud by phishing, pudding trojan, dialer, nigerian money washings and similar more (every two brit has ever fallen on online cheats).

Spam is not limited to the sending direct embassies to potential victims (or consumers). Spam pages in the WWW with special link structure, redirects and tons of keywords do not supply any mailboxes, but the results pages of search engines. Of course, the sphare of the weblogs now has to fight with comment spam and trackback spam; pseudo-"spamblog" with links to commercial pages and excessive advertising between automatically created or stolen content slide between results and feed abstracts and lurks after "explore next blog" button.

Whether in blogs, forums, newsgroups, hostbooks, chats or wikis: wherever possible possibilities for internet users are created to replace or add information, spammers move. Operators, which focus on spam attacks, are sometimes forced to surrender: comments or trackbacks are deactivated, the moderation of discussion contribution is introduced, the machining function of wikis enrolled or switched off – the networking and free participation of the users falls the greed of the spammers to the victim.

Characteristic of spam is, on the one hand, its mass can be measured by automated creation, on the other hand, the intentional mixing with other communication to more or less transparent camouflage of commercial intentions. Spam thus increases the effort of communication, as unnecessary first must be filtered out. Purely technical filter solutions fail again and again at the rate of spammers.

The true problem will spat the infiltration due to spam when messages are not actively contributing to the receptionist, but when it comes to find information at all. Spam pages targets on search engines that are indispensable to set the unuitable dataset of the world wide web, and a barrier function. Even when entering disconnecting search terms appear frequently in addition to actually usable results lock or display pages with pseudo content; linkspamming drives the "relevance" of commercial offers artificially up. In the worst case, the links to the actually desired information in the result ranking can be found so far behind that hardly a user gets more.

While spam pages try to make the mechanisms of search engines against the intentions of their operators, some search providers also actively contribute to the exercise of the results with commercial offerings by paying for the inclusion of pages or the crucial placement of registration at the beginning of the earnings lists. Together with the sheer mass of commercial websites, it will always be made in many areas of maohsamer, non-commercial content on the web. And the growth industry of search engine optimizers wants to ensure that this remains like that in the future.

At the beginning of the year, however, the search engine market drivers made again seriously serious with the international enforcement of his quality guidelines, the "black" methods for search engine optimization. Spamming with seemingly content-rich pages, the average user with activated javascript but thanks to forwarding never to see, was also discovered with coarse companies. As a consequence, google locks, among other things, the entire "BMW.DE "domain from his index. The pages are now enchanted and newly recorded.

Of course, the legal implications of such anti-spam actions were allowed to be clear (google. The deliberately expanded power of search engines, contents for many users at all visible or even invisible, but also raises more generally questions – because traditional search engines are initially once commercial offers that pursue their own economic interests.

Advertising meets content

Spam is an extreme, but do not make the only way to make the communication channels usable on the internet for commercial embassies. Regular advertising is not only on the strain and in the traditional media, but also on the net onall and comes – as in real life – in a wide variety of stages of the intrusiveness. The effect is between: during resource or bandwidth-intensive advertising forms such as pop-up windows and flash animations, it sometimes make it difficult to access the actual content, can also be accessed on the actual content, can also call advertising revenue on the other hand, the participation and the dissemination of uncommercial content by helping finance. Banner advertising and partner programs on private web pages has been available for a long time, and free providers for web hosting and e-mail are compared as a consideration for their services like their own advertising or paid ads.

In a young time, the trend towards contextual advertising, in which ads are automatically tuned to the content of communication, such as the google’s highly controversial mail service from privacy policy. Google’s also context-based adsense program for websites always wins coarse spread, too and straight in weblogs. By taking over blogger, google has already positioned itself as a blogging provider from a long time ago; specifically, adsense for XML feeds have been developed for blogs and news pages.

Adsense offers some advantages for private side operators: instead of banners and flashing graphics are also relatively unobtrusive textbook lock switchable; techniques for content evaluation and filters should guarantee that really only such advertising is displayed, which fits the content of the respective page. However, the adsense program is linked to extensive business conditions and guidelines, which are sometimes perceived in the sum as a "toggle director":

A…) can always be practically proven in a large website, and so it is always at the discretion of google, whether the deserved concern is actually paid or not.

From the blog of the shock wave riders

About "confidential google information" such as "specifications, materials, guidelines" (unless I publish by google) or statistics on individual program performance, the adsense participants do not speak. On the numerous requirements, it is also found that a display link should not be open automatically in a new window – so your own side should therefore be left again for the commercial offer. The google content blocker, which hides all the page content over the advertisement, is still satire: according to the guidelines, google did not like to set up pages as pure trager for adsense ads. A web that only consists of a million dollars homepages is no longer profitable for advertisers.

The close integration of adsense advertising and side contents also has questionable side effects for the principle of free communication. Who on his pages "negative content" hunded, it has to risk that google only turns here for non-new organizations (psas), for which there is no commission – if google accepts the application for the adsense program at all. In the application process, and possibly even later, the pages in question are made manually by google.

The question remains open to what extent published criticism of advertisers or google itself contracts. Google will explicitly look in his adsense guidelines, which include "attacks against persons, groups or organizations" – a stretchable term, as already shown in the mirror-image case, advised adwords advertising.

Self-center for sensitive coats that do not want to waive the adsense revenue or to finance your site dependent on it is the result. Particularly strong nerves need a negative report on a product and to host a profitable adsense advertisement on the same domain. Conversely, adsense greater offers incentives to generally align the contents of your own pages so that there are more profitable ads supplied there. The squint on high adsense compatibility subsequently subject the contents between advertising the rules of strategic communication.

Part 2: viral self-lob

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