{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"06dd97ec-cce5-45df-9acf-40e36f07dab3","title":"[数字经济前沿]技术封建主义","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787300328508","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"06dd97ec-cce5-45df-9acf-40e36f07dab3","id":"06dd97ec-cce5-45df-9acf-40e36f07dab3","uuid":"06dd97ec-cce5-45df-9acf-40e36f07dab3","title":"[数字经济前沿]技术封建主义","normalized_title":"数字经济前沿技术封建主义","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787300328508","isbns":["9787300328508"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":259,"navigation_url":"https://workshop.closeclaw.top/ai/book/06dd97ec-cce5-45df-9acf-40e36f07dab3","title_url":"https://workshop.closeclaw.top/ai/title/%5B%E6%95%B0%E5%AD%97%E7%BB%8F%E6%B5%8E%E5%89%8D%E6%B2%BF%5D%E6%8A%80%E6%9C%AF%E5%B0%81%E5%BB%BA%E4%B8%BB%E4%B9%89","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/06dd97ec-cce5-45df-9acf-40e36f07dab3/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/06dd97ec-cce5-45df-9acf-40e36f07dab3/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/06dd97ec-cce5-45df-9acf-40e36f07dab3","page_url":"https://workshop.closeclaw.top/api/ai/books/06dd97ec-cce5-45df-9acf-40e36f07dab3/page","search_url":"https://workshop.closeclaw.top/api/ai/books/06dd97ec-cce5-45df-9acf-40e36f07dab3/search"},"page":{"printed_page":83,"pdf_page":123,"physical_index":123,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"7dea04d97e0af43f214e2418db608a90953200652d758478f11eadbfd9bad4fe"},"chapter":"第二章","content":"和托马斯·诺瓦克（ThomasNovak）发表了一篇题为《万维网广告定价模型》(Advertising pricing models for the World WideWeb）的文章。①他们将广告资助的网站分为两类：一类是内容由赞助商提供的网站，比如CNN；另一类是引导网民上网的门户网站，比如雅虎、网景和Excite。这些网站的出版商面临的挑战是创建一个广告市场形式、受众、效果……一切都还很不稳定，但已经出现了两种定价模式。\n\n第一种做法在当时最为普遍，它以浏览量为基础，遵循与传统媒体类似的受众逻辑。它只是计算访问页面的网民数量。但考虑到网络提供的可能性，坚持使用这种衡量技术并不令人满意。放置在普通网站主页上的横幅广告的价值，不应与直接呼应狭义目标搜索内容的横幅广告的价值相提并论。在互联网上，“语境为王，而不是内容为王”②。\n\n第二个衡量指标是点击率，它能衡量广告在不同语境下的\n\n第二章 数字统治\n\n① 这篇文章发表于标题晦涩的《互联网出版及其未来》(Internet Publishing andBeyond）上，该书编者布莱恩·卡欣（BrainKahin）是哈佛大学信息基础设施项目(1989一1997年）的创始主任，此后担任过与信息经济学相关的一些职位，尤其是曾为美国政府和经合组织效力。另一位编者是哈尔·R. 瓦里安(Hal R.Varian)，当时他是加州大学伯克利分校信息管理和信息系统学院的院长，他于2002年加入谷歌担任顾问，之后担任首席经济学家。这本书汇集了最初于1997年在哈佛大学举行的一次会议所发表的论文，《大宪章》的合著者之一埃斯特·戴森也出席了这次会议。因此，这是一本处于两个世界数字资本主义的梦想及其实现的十字路口的书。参见：DonnaL.HOFFMAN et Thomas P. NOVAK, « Advertising pricing models for the World WideWeb», in Brian KAHIN et Hal R. VARIAN (dir.), Internet Publishing and Beyond, op. cit..\n\n② Brian KAHIN et Hal R. VARIAN, «Introduction», in Brian KAHIN et Hal R. VARIAN (dir.), Internet Publishing and Beyond, op. cit., p. 2.\n\n083","previous_page":82,"next_page":84}