Fernando Bermejo on Mapping Online Advertising: From Anxiety to Method
January 12th, 2010
Advertising pays for a significant portion of online content and services. But in contrast to other forms of content and service provision, it expects a return on investment despite not being backed by any kind of legal structure or binding agreement, resulting in anxiety on the part of the advertising industry. Fernando Bermejo – Associate Professor of Communication at Universidad Rey Juan Carlos in Madrid, Spain – attempts to draw a map of online advertising, explain its anxiety reduction methods, and explore the consequences of the use of those methods on the ecology of online communication.
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