EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 15, Problem 15.9MA
Summary Introduction
Case summary:
Company F is one of the online social networking sites that allows people to connect with each other. It has presently with 2.3 billion monthly users. It has targeted the advertisers using mobile advertisements for this purpose it announced the new mobile advertisement platform as Audience network.
There are other players like Company G in the field of mobile advertisement platform but Company F has stored a data which are relevant and useful for the advertisers.
Before it has placed advertisements on site but now it is passed to third parties. This creates a win to win situation for both company as well as advertisers. It earns more than 60 percent of revenue from advertisements.
To discuss: Advertisement networks of Company F, Company G and Company T and the most effective one for advertisers.
Advertisement network is a medium that connects company website with advertisers who are hosting advertisements. This is a large growing advertising network market. It acts an intermediate for the buyers (advertisers) and suppliers (sites content can host ads).
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