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Towards an Advertising Business Model for Web Services Mashups
 

Towards an Advertising Business Model for Web Services Mashups

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Abstract: On the Internet, the advertising business model is a cornerstone of many service businesses. In this paper, we propose an advertising business model for machine-oriented Web Services and ...

Abstract: On the Internet, the advertising business model is a cornerstone of many service businesses. In this paper, we propose an advertising business model for machine-oriented Web Services and describe the guiding principles for its mechanisms and implementation. It is not straightforward to make the advertising business method feasible for machine-oriented Web Services, since advertising only makes sense if the human users of a service see the ads. In the proposed business model, a non-human service consumer incurs an obligation to the providers of services it uses to display the advertising they have specified. In addition this obligation can be delegated to yet another service consumer if the later consumer is using a service provided by the earlier non-human consumer. Since each service provider-consumer chain must finally reach human consumers, the advertising from the earlier service providers will ultimately reach human service consumers, thus satisfying the conditions of the proposed business model. We also show how we can leverage the existing Web Service infrastructure to implement this business model.

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    Towards an Advertising Business Model for Web Services Mashups Towards an Advertising Business Model for Web Services Mashups Presentation Transcript

    • Tokyo Research Laboratory Towards an Advertising Business Model for Web Services Mashups Michiaki Tatsubori IBM Research, Tokyo Research Laboratory MEM 2009, Madrid, Spain Apr 20, 2009 © 2009 IBM Corporation
    • Tokyo Research Laboratory The Web Advertising Business Model is Popular  Definition of the web advertising business model – “The web advertising model is an extension of the traditional media broadcast model. The broadcaster, in this case, a web site, provides content and services (like email, IM, blogs) mixed with advertising messages in the form of banner ads...”, Rappa, 2006 – One out of known business models: • Brokerage, Advertising, Infomediary, Merchant, Manufacturer, Affiliate, Community, Subscription, Utility Can we leverage the business model of web banners in the context of mashups? © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Internet Advertising Business Grows and Matters United States End of IT Bubbles Source: Survey by IAB & PwC http://www.iab.net/ insights_research/530422/ Internet Ads Year Growth Shares in Citation Market (from 2005) All Ads 7.0 % http://www.dentsu.co.jp/marketing/koukokudata.html Japan 5B USD 127.8 % http://www.iab.net/insights_research/1357 United States 17B USD 134.6 % 5.6 % (2006) http://www.adassoc.org.uk/html/statistics.html United Kingdom 4B USD 147.5 % 10.6 % © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009 3
    • Tokyo Research Laboratory Overview of the Talk  Motivation – A simple mashing-up example – The Web advertising model  Proposed solution – Propagated ads obligation – PoC implementation with existing Web service standards  Conclusion and future work © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Motivation MEM 2009, Madrid, Spain Apr 20, 2009 © 2009 IBM Corporation
    • Tokyo Research Laboratory An Example Navigation Service Mashup  Mashing-up “Spot-to-Spot Transit Guide” Service, by composing: – Address Search Service • Input: name (of a geographical spot) • Output: address (of the spot) – Nearest Train Station Search Service • Input: address (of arbitrary place) • Output: station name – Transit Guide Service • Input: two station names • Output: transit path between the stations “Roppongi Hills” Address Search Service “.., Tokyo” “Roppongi Hills”, “IBM TRL” Spot-to-Spot Spot-to-Spot Nearest “.., Tokyo” Transit Guide Transit Guide Train Station “Azabu-juban” Servlet Service Search Service “Azabu-juban”, “AJ –O– AI –Z– CR” “Chuoh-rinkan” Transit “AJ –O– AI –Z– CR” Mashup a service Guide Service © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Mashups, of the Users, by the Users, for the Users  Web end-users are not only consumers but also providers of Web contents and services – Web-as-the-participation-platform in the Web 2.0 era  Efforts of providing contents/services are not necessary gratuitous – Money is not everything in life, though © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Monetizing Service with Ads is Easy to Start  No need for modifying content/services  Virtually for free for content/service consumers Often best suited to individual consumers © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory The Problem: How Advertising Survives in Mash-up of Mash-ups?  Current advertising makes no sense without human users – Even prohibiting machines to use services Web Service Registry Human User 1. Register (through Web Browser) 5. Find 4. Register 2. Find Frontend Intermediate Backend Web Service Web Service Web Service 7. Use 6. Bind 3. Bind Consumer Consumer/Provider Provider (Servlet, etc.) © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Solution (or Towards Solution) MEM 2009, Madrid, Spain Apr 20, 2009 © 2009 IBM Corporation
    • Tokyo Research Laboratory Solution: Advertising Business Model Infrastructure for Composable Web Services  Advertising Obligation Delegated to Service Consumers Web Service Registry Human User 2. Register (through Web Browser) 5. Find 4. Register 3. Find Frontend Intermediate Backend Web Service Web Service Web Service 7. Show Ad Consumer Consumer/Provider Provider 6. Agreement 6. Agreement 1. Bind 8. See Ad & Notify (automatically through browser) Ad Agency Show these for us Show this for me © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory WS-Agreement (WSAG) Standard is Available to Use Spot-to-Spot Address Transit Guide Search Service Service Request WSAG Template Request WSAG Template before WSAG Template Composed WSAG Template processing Request Agreement Request Sub-Agreement service Sub-Agreement Agreement during Request Service Request Sub-Service processing service Sub-Service Response Service Response © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Example Guarantee Terms <wsp:Policy xmlns:wsp=“…” xmlns:ads=“uri:ads”> <wsp:ExactlyOne> <ads:display> <ads:size> WSAG template: <wsp:ExactlyOne> <ads:occupation type=“ratio”> <ads:percent>10</ads:percent> <Template> </ads:occupation> … <wsp:All> <ads:width type=“pixel”> <Terms> </ads:width> </wsp:All> <GuaranteeTerm> </wsp:ExactlyOne> …. </ads:size> <ads:appearance></ads:size> </GuaranteeTerm> <ads:layout type=“ads:flow-left-to-right”> <ads:layout> … <ads:contents> <ads:content type=“ads:link”> </Terms> http://www.company.com/ads1 </Template> </ads:content> </ads:contents> </ads:layout> … © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory An Example Code for User-Interfaced Service <html> <head>…</head> Pass restriction <body> parameters <?php include_once(“/var/www/lib/ads.phpquot;); list($key, $ads) = select_ads(quot;uri:s2sTransitGSquot;, quot;468x120quot;); ?> Web Service <h1>Spot-to-Spot Transit Guide</h1> Registry Human User <P>Enter two geographical spots for your navigation guide.</P> 2. Register (through Web Browser) 5. Find 4. Register 3. Find <form type=quot;GETquot; action=quot;frontend2.phpquot;> Frontend Intermediate Backend Web Service Web Service Web Service <input type=quot;hiddenquot; name= quot;key quot; value= quot;<?php echo $key;?>quot; /> 7. Show Ad Consumer Consumer/Provider Provider 6. Agreement 6. Agreement <label>To:</label><input type=quot;fieldquot; name=quot;to_spotquot; /> 1. Bind 8. See Ad & Notify <label>From:</label><input type=quot;fieldquot; name=quot;from_spotquot; /> (automatically through browser) Ad Agency Optional one-time <button type=quot;submitquot;>Search</button> </form> key for service use <?php echo $ads;?>quot;;/> </body> Ads to show </html> © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Addressing Massively Composed Ads  Simple operational solution may work for massively composed ads problem  Lottery based ads displaying agreements – e.g. 1/5 chances of ads “Roppongi Hills” Address Search Service “.., Tokyo” “Roppongi Hills”, “IBM TRL” Spot-to-Spot Spot-to-Spot Nearest “.., Tokyo” Transit Guide Transit Guide Train Station “Azabu-juban” Servlet Service Search Service “Azabu-juban”, “AJ –O– AI –Z– CR” “Chuoh-rinkan” Transit “AJ –O– AI –Z– CR” Guide Service © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Another Simple, but Inspiring Scenario  It allows service providers without paying for others’ content while it gives other channels for content providers to get money from ads Legacy content holders Web 2.0 service providers w/ advertising business models monetarily insolvent for providing contents © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Concluding Remarks  An advertising business model for mashed-up services – propagated ads obligation – Potentially motivating more end-user created mash-up sources – Examined only with proof of concept implementation based on existing web service standards such as WS-Agreement  Open issues: – Standardize of ads contracts – Allow more targeted ads – Police contract violations … and more  Future work: – Beyond toy examples – to consider realistic service and advertisements © 2009 IBM Corporation An Advertising Business Model for Mashups by Michiaki Tatsubori MEM2009, Madrid, Spain, Apr 20, 2009
    • Tokyo Research Laboratory Q&A MEM 2009, Madrid, Spain Apr 20, 2009 © 2009 IBM Corporation