Hoffman, Donna L. and Thomas P. Novak, "Advertising Pricing Models for the Web," (January 2000).
Abstract. This chapter examines current practice for advertising pricing models on the Web and proposes models based on constructs that are arguably more suited to the Web environment. The policy considerations that are likely to affect the development of Web advertising standards are then addressed. Finally, the chapter concludes with some thoughts on the best means to develop optimal Web advertising pricing models. Download pdf.
