The web-advertising model is an extension of the
traditional media broadcast model. The broadcaster, in this case, a web site, provides content
(usually, but not necessarily, for free) and services (like e-mail, chat, forums) mixed with
advertising messages in the form of banner ads. The banner ads may be the major or
sole source of revenue for the broadcaster.
The broadcaster may be a content creator or a distributor of content created
elsewhere. The advertising model only works when the volume of viewer traffic is large or highly specialized.
Portal -- is a point of entry to the web, usually a search engine that includes diversified content or services.
The high volume makes advertising profitable and permits further diversification of site services.
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Personalized Portal -- allows customization of the interface and content. This increases loyalty as a result of the
user's own time invested in personalizing the site.
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Niche Portal -- cultivates a well-defined user demographic. For example, a site that attracts home buyers, young women,
or new parents, can be highly sought after as a venue for certain advertisers who are willing to pay a premium to reach that
particular audience.
[Costumezone.com]
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Classifieds -- list items for sale or wanted for purchase. Listing fees are common, but there also may be a membership fee.
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Registered Users -- content-based sites that are free to access but require users to register (other information may or
may not be collected). Registration allows inter-session tracking of users' site usage patterns and thereby generates data of
greater potential value in targeted advertising campaigns.
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Query-based Paid Placement -- sell favorable link positioning (i.e., sponsored links) or advertising keyed to particular
search terms in a user query, such as Overture's trademark "pay-for-performance" model.
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Contextual Advertising -- freeware developers who bundle ads with their product. For example, a browser extension that
automates authentication and form fill-ins, also delivers advertising links or pop-ups as the user surfs the web. Contextual
advertisers can sell targeted advertising based on an indivdual user's surfing behavior.
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