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Strategien zur Erkennung von Betrug in der Onlinewerbung

Strategien zur Erkennung von Betrug in der Onlinewerbung

          
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About the Book

Inhaltsangabe: Einleitung: Durch die immer stärkere Durchdringung des Internets über alle Altersschichten hinweg ist Onlinewerbung ein wichtiges Medium für die Vermarktung von Werbung geworden. Im World Wide Web lassen sich äußerst zielgruppenspezifische Anzeigen schalten und deren Verbreitung detailliert kontrollieren. Durch Beobachtung des Besucherverhaltens werden dem Verbraucher maßgeschneiderte Anzeigen präsentiert. Anzeigen lassen sich genauestens reglementieren, budgetieren und kontrollieren. Sogar die direkte Erfolgskontrolle von Kampagnen im Vergleich zum Absatz ist möglich (Konversionsrate). In dieser Form ist das bei keiner anderen Werbeplattform möglich. Im Internet sind verschiedene Abrechnungssysteme für Onlinewerbung vorhanden. Grob unterschieden wird die Abrechnung nach Seitenimpressionen (Pay-Per-View) und die Abrechnung pro Klick (Pay-Per-Click, PPC, Bezahllink). In dieser Arbeit liegt der Schwerpunkt der Untersuchung auf Betrug im Zusammenhang mit Pay-Per-Click Abrechnungssystemen. Pay-Per-Click Systeme bieten eine vermeintlich gerechte Art der Abrechnung. Bezahlt werden nur tatsächliche Klicks. Mit der Einführung von AdWords durch den Suchmaschinenbetreiber Google wurde das System perfektioniert und für jedermann leicht einsetzbar. Die monopolartige Stellung der Google Suchmaschine bietet die ideale Werbeplattform. AdWords sind kontextbezogende Werbeanzeigen die zu einer Suchanfrage thematisch passende Anzeigen liefern. Die bestechende Idee dahinter ist, dass der Suchmaschinennutzer immer die passende Werbung zu seiner Suchanfrage (und damit auch seinem Interessengebiet) präsentiert bekommt. Google geht mit seinen AdWords aber auch optisch neue Wege. Die aus reinem Text bestehenden AdWords Anzeigen heben sich angenehm von den vormals dominierenden blinkenden und bunten Bannerwerbungen ab. Für Laien sind sie kaum von normalen Suchergebnissen zu unterscheiden. Der nächste Schritt war die Einführung von AdSense. Bei AdSense ist es Betreibern von


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Product Details
  • ISBN-13: 9783838690711
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838690710
  • Publisher Date: 31 Oct 2005
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Weight: 136 gr


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