Lot of resources on the internet seems free. We are using it free
of charge. There should be a way to the content providers to earn money. This
is where the digital footprint information is used for the business purposes.
Though the online services seems free, those are not actually free of charge.
Tracking the user information, customizing the content and using the
analyzed data becoming a growing business in internet. There are specialized
people in this area, they observe and collect the data and link with other
sources. Mainly marketers and advertiser use this technique to promote their
product.
There is no direct cost involve on the internet to watch a video,
read a blog, view a web site, etc. Though the users are not paying directly,
they are paying indirectly. As described above the content providers need money
to maintain their services, to their servers, their database storages and
network facilities. The content providers earn money indirectly to run their
services.
The question is how the content providers can earn money indirectly
from the users. The service is funded by monetizing information about the
internet user, about his preferences, his interests and his social circle,
basically the information collected in the form of digital footprint. If the user
pay a subscription or not, these information will be collected and used for
various purposes.
The users may notice that when they visiting a web page there are
so many advertisement all over the pages. Most of the advertisements are
matching with the users’ preferences. How the content provider predict the
correct advertisement is from the collected digital footprint information. For
example a user searching for a shirt in an online store and he is interested on
it. This data will be stored, next time the user log in to a web page he will
notice the shirt advertisements are popping up at the page.
To select the right advertisement on the page, the marketers and
the advertisers may choose based on the demography, language, right product,
the correct time and other factors; that will help to target the consumers
effectively.
Some intermediate parties playing a role between the user and the
advertisement companies. The intermediate parties collect user information such
as user profile, preferences, language and single sign-on data, and they
analyze and process the information and provide to advertisement companies.
There may be no direct connection between the user and the advertisement
parties, the connection resides through intermediate parties.
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