![From Anxiety… ,[object Object],… to Method “ The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proven and established”. Scientific Advertising (1923), Claude C. Hopkins Then wasted. The trouble is, I don’t know which half”. John Wanamaker (1838-1922)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Fernando Bermejo: Mapping Online Advertising, From Anxiety to Method
- 1. Mapping Online Advertising: From Anxiety to Method Fernando Bermejo Fellow, Berkman Center for Internet & Society, Harvard University January 12th, 2010
- 5. ADVERTISERS MEDIA: Ads + Content AUDIENCES / USERS PRODUCT & SERVICES
- 10. Metrics Visits Pages Unique Users Hits Clicks Time Engagement Reach Views Users Unduplicated Unique Users Sessions
- 12. Targeting ADVERTISERS MEDIA: Ads + Content AUDIENCES / USERS PRODUCT & SERVICES
- 15. Pricing ADVERTISERS MEDIA: Ads + Content AUDIENCES / USERS PRODUCT & SERVICES
- 19. Consequences Privacy: Playing cat and mouse (?) Content: De-intermediation (?) Structure: Advertising as steroids (?)
- 20. The online content layer… Gift Advertising Pay
- 21. Mapping Online Advertising: From Anxiety to Method Fernando Bermejo Fellow, Berkman Center for Internet & Society, Harvard University January 12th, 2010