BMGT 301 Lecture Notes - Lecture 7: Dark Web, Mobile Advertising, Social Graph

• School: University of Maryland
• Department: Business and Management
• Course: BMGT 301
• Professor: Wei Chen

Document Summary

Google is actually much bigger and grows faster than facebook. Google only charges advertisers when a user clicks on it. Revenue per user is highest for amazon, then google, then facebook. Time spent on facebook is not worth as much as per-user. Should develop ad targeting that performs with data from the dark web: dark web- drug trafficking sites, private communications, illegal information, deep web- academic info, medical records, legal docs, government resources, Engagement ads- attempts to get customers to interact with an ad and then share action with friends. Friending- link between these nodes (requires approval from both sides) Strong network effects- switching costs of facebook are huge. Charge for products, offer them for free, run ads, keep what they made. Assumed users would agree to share data in feeds and made opting out hard and unclear. Purpose was to harness energy and nature of social networks to provide useful info to consumers.