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COMPLETE Survey of Mass Communication Notes - Part 20 (got a 90% in the course)

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Department
Communication
Course
COMM 1020
Professor
All Professors
Semester
Winter

Description
11/19/13 Lecture 14 Digital Media, Advertising, and Privacy • NO CLASS NEXT TUESDAY! Developing Digital Media • Infrastructure and Access o Department of Defense: Advanced Research Projects Agency (DARPA o Web as ancillary promotional tool o Software, browsers and the web portal Web Portals • Gatekeeping sites where users start their exploration of the web • “stickiness” – mass audience to one site, how long you stay there • Money in display ads, not search Refining the Search Engines • Google PageRank o Algorithm evaluated pages not just on text match, but also on sites’ authority and influence (based on sites that linked to them) • Google AdWords o Early alternate approach: selling smaller target audiences tied to search results • Integrated
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