PL EN


Journal
2011 | 1(3) | 103-116
Article title

THE IMPORTANCE OF ADVERTISING EXCHANGE FOR MARKETING BROWSER GAMES

Selected contents from this journal
Title variants
PL
Znaczenie wymiany reklam dla marketingu gier przeglądarkowych
Languages of publication
EN
Abstracts
EN
The article presents the most complete description possible of the basics of the idea of advertising exchange, as well as some more specialised research into the marketing of browser games. As those games grow in number, the importance of acquiring network traffic to attract players rises. Advertising exchange is the least described of all the possible ways to achieve this. First, a necessary set of definitions will be proposed. Then, the costs and aims of advertising exchange in relation to browser games will be discussed. Finally, three methods: direct exchange, partner cooperation, and indirect exchange through toplists will be presented. Their specific aims, advantages and flaws, importance and range will also be analysed in as much detail as possible, with the use of real data. Examples of relevant applications will be presented as well.
Journal
Year
Issue
Pages
103-116
Physical description
Document type
ARTICLE
Contributors
  • Jakub Marszalkowski, Politechnika Poznanska, Wydzial Informatyki, Instytut Informatyki, ul. Piotrowo 2, 60-965 Poznan, Poland
References
  • Alexa Internet. (2010). Website information. Online: <http://www.alexa.com/siteinfo>.
  • Berlin, T. (2009). Browsergames — hintergrund, potenziale und visionen. In: Initiative kultur und kreativwirtschaft (p. 26-28). Bundesministerium für Wirtschaft und Technologie (BMWi).
  • Google. (2010). Google analytics — official website. Online: <http://www.google.com/analytics/>.
  • Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., et al. (2006). Modeling Customer Lifetime Value. Journal of Service Research, 9(2), 139-155.
  • Małek, A. (2010, May 21). Megapanel, marzec 2010. Online: <http://www.internetstandard.pl/news/359068/Megapanel.marzec.2010.nudy.html>.
  • Marczak, G. (2009, April 29). Interia mówi, tak kupujemy ruch (bo inni też tak robią). Online: <http://antyweb.pl/interia-mowi-tak-kupujemy-ruch-bo-inni-tez-tak-robia/>.
  • Marszałkowski, J. (2010a). Internet advertisement exchange, project of efficient adserver. Unpublished Master’s thesis, Poznan University of Technology.
  • Marszałkowski, J. (2010b). Problematyka pomiaru popularności gier przeglądarkowych jako przykładu serwisów internetowych. Homo Ludens, 2(1), 97-106.
  • Muthukrishnan, S. (2009). Ad exchanges: Research issues. In S. Leonardi (Ed.), Internet and network economics (Vol. 5929, p. 1-12). Springer: Berlin / Heidelberg.
  • socialbakers (2010). Advertising on facebook. Online: <http://www.socialbakers.com/facebook-advertising/>.
  • Vanhatupa, J.-M. (2010). Browser games for online communities. International Journal of Wireless & Mobile Networks, 2(3), 39-47.
  • Wei, X., Yang, J., Adamic, L. A., Arau´jo, R. M. de, & Rekhi, M. (2010). Diffusion dynamics of games on online social networks. In WOSN’10: proceedings of the 3rd conference on online social networks.
  • Wolfram Alpha LLC. (2010). Wolfram alpha – computational knowledge engine. Online: <http://www.wolframalpha.com/>.
Document Type
Publication order reference
Identifiers
CEJSH db identifier
11PLAAAA101210
YADDA identifier
bwmeta1.element.b5151b9c-7beb-354e-ac1a-e3bea4f66fe0
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