1. Navigating the Web MIS 5105 Dr. Garrett

2. The need for networking Key elements of telecommunications and networking The telecommunications industry Online Advertising Spending/Growth Case: Google

3. Sharing of technology resources Sharing of data Distributed data processing and client/server systems Enhanced communications Marketing outreach

4. Networking – the electronic linking of geographically dispersed devices Telecommunications – communications (voice and data) at a distance

5. Analog network uses continuous voltage varying as a function of time Example: voice over telephone lines Digital network directly transmits two discrete states Note: 0 for pulse off and 1 for pulse on Analog and Digital Signals

6. Transmission MediaTypical Speeds

7. Computer Telecommunications Networks Private branch exchange (PBX) Networks Local Area Networks (LANs) Backbone Networks Wide Area Networks (WANs) Internet Internet2 Types of Networks

8. Owned by a single organization Operate within area 2-3 miles in diameter Contain a number of intelligent devices, usually microcomputers, that can process data … based on peer-to-peer relationship No part of telephone system, have their own wiring Types of Networks Local Area Networks

9. Wireless LAN Known as Wi-Fi (wireless fidelity)Known as Wi-Fi (wireless fidelity) Growing in demand for corporate and home useGrowing in demand for corporate and home use Use IEEE 802.11 standards with shared Ethernet designUse IEEE 802.11 standards with shared Ethernet design Requires use of wireless network interface card (NIC)Requires use of wireless network interface card (NIC) Wireless Access Point (WAP) – radio transceiver that acts as a hubWireless Access Point (WAP) – radio transceiver that acts as a hub

11. In-between network that interconnects LANs in a single organization with each other and with organizations WAN and the Internet Types of Networks Backbone Network

12. Backbone network terminology: Bridge – connects two LANs using same protocol Router (gateway) – connects two or more LANs that may use different protocols Switch – connects more than two LANs using the same protocols Types of Networks Backbone Network

14. Communicate voice and data across greater distances Usually owned by several organizations (including user organization and common carrier) Employ point-to-point transmission Often rely on public telephone network Types of Networks Wide Area Network (WAN)

15. Network of networks that use the TCP/IP protocol Contain gateways to computers that do not use TCP/IP Provides four basic functions: Electronic mail Remote login Discussion groups Sharing of data resources Types of Networks The Internet

17. Digital subscriber line (DSL) – service offered by telephone companies using copper wire already installed in homes … moving data over wires without disturbing voice traffic Cable modem – connection obtained from cable TV company using existing home coaxial cable Satellite – most expensive, but may be only option for customers in rural areas DSL, Cable Modem, and Satellite Internet Access Services

18. Intranets Intranet – a network operating within an organization that uses the TCP/IP protocol

19. Network Protocols Protocol – agreed-upon set of rules governing communication among layers or levels of a network

20. International Organization for Standardization (ISO) network protocol – Open Systems Interconnection Reference Model (OSI) Thought to become the only standard for networking Gained momentum until Internet explosion Transmission Control Protocol/Internet Protocol (TCP/IP) Has become the de facto standard for networking today Network Protocols

22. Online Operations Connectivity Electronic Data Interchange (EDI) and Electronic Commerce Marketing

23. Carriers Own or lease the physical plant – cabling, satellites, cellular towers, etc. Sell service of transmitting communication from one location to another

24. Equipment vendors Manufacture and sell LAN software and hardware Includes routers, hubs, wireless access points, digital switches, multiplexers, cellular telephones, modems

25. Service providers Operate networks and deliver services through the network Provide access to or services via the Internet (such as AOL, Microsoft Network, Yahoo!, and many ISPs

28. Ad Spending: Comparisons & Growth

29. $440M $1,466M $3,189M $6,139M $0.45 $0.41 $1.46 $5.02 $0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000$7,0002002200320042005 $0 $1 $2 $3 $4 $5$6Revenue EPS (diluted) Revenue ($ Millions) EPS (diluted)

30. AdWords AdSense Google Enterprise Products Licensing

32. Coverage for advertisers beyond search targetingCoverage for advertisers beyond search targeting –AdSense network covers nearly every topic imaginable –Matches highly targeted advertising with niche content Broad reach for branding advertisersBroad reach for branding advertisers –Site Targeting allows advertisers to reach their target audience –Aggregates the long tail The Power of the Tail 3.9 Million Daily Page Views on Hip Hop Related Sites

33. $54.33 mesothelioma lawyers $47.79 what is mesothelioma $47.72 peritoneal mesothelioma $47.25 consolidate loans $47.16 refinancing mortgage $45.55 tax attorney $41.22 mesothelioma $38.86 car accident lawyer $38.68 ameriquest mortgage $38.03 mortgage refinance Source: San Jose Mercury News, March 2006

36. Source: TNS-MI; 2005 and 2003 US online display advertising, excludes companies with online spend less than $400K in 2003

39. 39 Targeted Advertising

43. 10% 20% Core 70% SearchAds Google Video Google Talk Gmail LocalSearch DesktopSearch AdSense Book Search Enterprise Mobile Search Google Earth AdSense Offline Google Movies Google Code Google Reader Google Suggest Google Pack OrkutWiFi

46. = Engineering and PM offices Mountain View, CAMountain View, CA Kirkland, WAKirkland, WA Phoenix, AZPhoenix, AZ Pittsburgh, PAPittsburgh, PA New York, NYNew York, NY Santa Monica, CASanta Monica, CA Bangalore, IndiaBangalore, India Beijing, ChinaBeijing, China Belo Horizonte, BrazilBelo Horizonte, Brazil Hyderabad, IndiaHyderabad, India London, U.K.London, U.K. Munich, GermanyMunich, Germany Tokyo, JapanTokyo, Japan Trondheim, NorwayTrondheim, Norway Waterloo, CanadaWaterloo, Canada Zurich, SwitzerlandZurich, Switzerland

51. stored in a text file on your hard drivestored in a text file on your hard drive usageusage –track users (unique ID) –save passwords / prefs. –temporary storage (shopping basket) each cookie can only be accessed by the domain that placed it (ads have own domain)each cookie can only be accessed by the domain that placed it (ads have own domain) may be disabled (prefs)may be disabled (prefs) a cookie single usera cookie single user

54. Targeting Options site categorizationsite categorization visitor frequencyvisitor frequency geographygeography domain namedomain name service providerservice provider SIC codesSIC codes company size (emp, $)company size (emp, $) browser typebrowser type operating systemoperating system click streamclick stream