{"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":84,"pdf_page":124,"physical_index":124,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"c4308bce5265ad98bc9486a4dab9c6ab429f8995f0e16ab2ab4b29fc493b3024"},"chapter":"第二章","content":"技术封建主义\n\n差异化效果。宝洁公司再次走在了前列。早在1996年，该公司就要求只为网民的点击付费，而不是为横幅广告的原始浏览付费（当时是雅虎搜索引擎）。简单、直接的按点击付费广告位被广泛采用。广告商关心的是潜在客户对它们信息的反应，或者准确地说，“在互联网上，媒体第一次可以衡量消费者的反应，而不仅仅是假设”①。点击率成为衡量反应的可衡量标准。\n\n横幅或点击，这两种方法反映了出版商和广告商的不同立场。前者出让部分出版空间，并期望按比例获得报酬；后者则对互联网用户朝预期方向的实际移动感兴趣。21世纪初，这种差异导致了一种综合衡量标准预期点击率，即估计特定广告足迹将获得的点击次数。正是基于这一预期点击率，并辅以信息质量的营销指标，各大搜索引擎才在竞拍系统中将网络广告空间分配给出价最高者。②\n\n诚然，点击量并不是一个完美的指标。它并不直接意味着与品牌的互动，更不用说实际购买了。然而，它却是基于互动性的创造和衡量的新营销概念的起点。点击标志着互联网用户的移动，从他或她有意到达的网站移动到广告商试图吸引他或她的地方。这是对广告信息的直接回应，可以精确衡量。营销视角的这一变化预示着一场剧烈的动荡，霍夫曼和诺瓦克早在\n\n① Brian KAHIN et Hal R. VARIAN, «Introduction», in Brian KAHIN et Hal R. VARIAN (dir.), Internet Publishing and Beyond, op. cit., p. 53.\n\n② Hal R. VARIAN, «Computer mediated transactions», in Brian KAHIN et Hal R. VARIAN (dir.), Internet Publishing and Beyond , op. cit., p. 4.\n\n084","previous_page":83,"next_page":85}