Adblocker und Geschäftsmodelle digitaler Online-Medien
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Adblocker und Geschäftsmodelle digitaler Online-Medien

Adblocker und Geschäftsmodelle digitaler Online-Medien


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About the Book

Masterarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Technische Kommunikation, Note: 1,0, Universität zu Köln, Sprache: Deutsch, Abstract: In der Arbeit wird die Relevanz des Adblocking dargestellt sowie die Auswirkungen, die es auf mediale Angebote im Internet und die dahinterstehenden Geschäftsmodelle haben kann. Dadurch soll zum einen ein Bild von der Gegenwart gezeichnet werden. Zum anderen soll diese Arbeit Möglichkeiten ableiten, wie werbliche Inhalte und Geschäftsmodelle für mediale Angebote im Internet künftig gestaltet werden können, sodass die Bedürfnisse von Nutzern und Anbietern gleichermaßen erfüllt werden. In diesem Zusammenhang werden folgende Fragen gestellt: Was ist Adblocking und wie wird es genutzt? Welche Folgen hat die Nutzung für das Angebot im Internet? Und was lässt sich daraus für die zukünftige Gestaltung von Werbung und digitalen Geschäftsmodellen ableiten? Um die Rahmenbedingungen besser zu verstehen, richtet sich zunächst der Blick auf die Entwicklung und Bedeutung des Internets. Dadurch soll verständlich werden, welche Rolle das Internet für Werbetreibende und Anbieter von Medieninhalten hat. Darauf aufbauend wird sich im Folgenden mit den Geschäftsmodellen, die auf dieser Basis entstanden sind, gewidmet. Es soll ein Überblick über vorherrschende Modelle gegeben werden, um zu verdeutlichen, wie Finanzierungsmechanismen in der Welt von Onlinemedienangeboten funktionieren und welche Unterschiede es gibt. Anschließend erfolgt eine genauere Betrachtung von Online-Werbung, in der die verschiedenen Gestaltungsformen und die spezifischen Vor- und Nachteile, die daraus abgeleitet werden können, eingegangen wird. Ziel ist es aufzuzeigen, wie Online-Werbung funktioniert, welche Möglichkeiten sie bietet und welche Folgen daraus für die Angebots- und Nutzerseite abgeleitet werden können. Daran anknüpfend wird sich umfassend mit der Praxis des Adblockings selbst beschäftigt. Der Abschnitt bietet eine umfassende Analyse der techni


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Product Details
  • ISBN-13: 9783346369291
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 152
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3346369293
  • Publisher Date: 14 Jun 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 258 gr


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