Online Advertising

Emergence of Cybermediaries and Content Providers

With the rapid development of the Internet starting in 1990s, many authors (such as Chaffey, 2003 52 Hoffman, Novak, Chatterjee, 1995) argued that the introduction of the Internet would lead to disintermediation - eliminating intermediaries in the value chain between manufacturers and end customers. Jacobs claims that in the new economy, due to the new communication opportunities, distribution channel is moving from two or three intermediaries to zero or one intermediary allowing both cost...