Network structures of commercial portal sites: implications for web advertising planning

Existing standards for the audience measurement and vehicle valuation of a website depend heavily on the traffic information of separate web pages.

Network Structures of Commercial Portal Sites

Implications for Web Advertising Planning

Dongyoung Sohn University of South Florida

Joonhyung Jee The University of Texas at Austin

INTRODUCTION

The online advertising market has grown exponentially since the graphical browser was introduced. According to the Interactive Advertising Bureau (IAB), total online advertising expenditure in the USA had already reached $4.6 billion as of the first six months of 2004 (IAB 2004). Although there have been some fluctuations in online advertisement spending, it has become apparent that the internet is not a trivial medium, but rather an essential element of the advertising...

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