Advertising Alloconomy, Part 4: How Amazon Allocates the Shopping Dollar
A sponsored shopping result buys a visit. Separate the click charge, the product sale, and the sale the ad actually caused.
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Advertising Alloconomy, Part 3: How Reserved Advertising Allocates the Dollar
The same rectangle can fulfill an earlier promise. Follow the contract as carefully as the screen.
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Advertising Alloconomy, Part 2: How the Open Web Divides the Dollar
One page load reveals competing requests, buying decisions, delivery, and the difference between a bid and a bill.
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Advertising Alloconomy, Part 1: Who Gets the Advertising Dollar?
Alloconomy brings allocations and economy together. Follow the advertising dollar, examine who earns it, and ask what value each allocation creates. Read this introduction first; it stands on its own.
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