Summary
The current boom of the Web Marketing is associated with the revenues originated from search advertising, which has become the driving force sustaining monetization of Web services. The search advertising market is forecast to grow from US $3.6 billion in 2004 to US $11.2 billion by 2010. Further, forecasts suggest that its influence will increase in the upcoming years through diversification and the production of new types of search-related advertising. This rapidly consolidating market involves complex business networks and increasingly sophisticated technology. Thus, the exploitation of new forms of search services requires advances in two fronts: the commercial front and the technology front. In this chapter we discuss in somewhat detail the key concepts and variables related to search advertising, both in the commercial and in the technology fronts.
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Cristo, M., Ribeiro-Neto, B., Golgher, P.B., de Moura, E.S. (2006). Search Advertising. In: Herrera-Viedma, E., Pasi, G., Crestani, F. (eds) Soft Computing in Web Information Retrieval. Studies in Fuzziness and Soft Computing, vol 197. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-31590-X_13
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