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Advertising Model
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.
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.
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. []
Classifieds -- list items for sale or wanted for purchase. Listing fees are common, but there also may be a membership fee.
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.
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.
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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