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| Author: | Sohn, D. Jee, J. |
| Title: | Network structures of commercial portal sites: implications for web advertising planning |
| Journal: | International Journal of Advertising
2005 : VOL. 24:4, p. 425-440 |
| Index terms: | advertising internet networks |
| Language: | eng |
| Abstract: | Existing standards for the audience measurement and vehicle valuation of a website depend heavily on the traffic information of separate web pages. Therefore the hyperlink-structure of a website has not been properly explored. This paper focuses on highlighting the relational characteristics of websites as advertising vehicles. The hyperlink structures of five popular portal/search engine sites are analysed and compared. |
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