Internet users are now used to getting many online services for free, like facebook, or online dictionaries, or just about any information that someone could want. These services are free to the user because of online advertising.
Advertising is used ubiquitously off of the internet to reduce cost to the consumer and increase profitability for the business. Some examples are advertisements at sporting events, advertisements in news papers, advertisement on TV, etc.
The effectiveness of online advertising can be measured with ease which is a blessing and a curse. It is great for advertisers because they then know how effective their advertisements are and they have a bargaining chip in reference to the cost of advertising.
With most other forms of advertising it is difficult to track how effective advertisements are. In the online sector, impression advertising has been on the decline, and click-throughs has been on the rise, precisely because you are paying for effective advertising. If offline advertisers had a similar system to the click-through ads, I think we would see a demise in advertising. Thus, I think that tracking the effectivity of ads has made profitability in the online sector very difficult.
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