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Business Model - Bidirectional Advertising

The bi-directional advertising that has exploded using on-line technology the broadcaster's customer can click the advertisement and consequently pass information of unknown content. That one act provides an untold number of companies and persons in imbalanced about of information for the transaction made by way of correllating related information collected about the customer over time. Anyone clicking a bi-directionally interactive advertisement might as well just hang jackle bait on their front door.

Bidirectional advertising is considered an indirect funding of the product or service provided. Unlike mono-directional advertising where the funding source is obviously the advertiser paying for the privilege of communicating with a broadcasters audience, a customer of the "broadcaster" funded by bidirectional advertising can never really know what the total cost of the product will be. This is because once an advertisement is clicked the consequently gathered information is analyzed to build a persistent profile that is in turn used to make marketing more effective. If marketing is more effective that means the cusotmer is spending more money, money they might not have otherwise spent. These additional, often frivolous expenditures add up to an additional cost for the original product.

The "Bidirectional Advertising" models breaks down into two scored subcategory possibilities for defining the business model:

Temp Indirect

Score: 0

With the "emporarily Indirect" model a trial version of a product is funded by interactive advertising. Once the product is paid for the advertising is turned off. The product vendor might have no questionable intent whatsoever in implementing this superficiously reasonable aproach. The problem lays more with the advertising service implemented by the vendor than with the vendor itself. The advertising banners are supplied by a service subscribed to by the vander, and it is this service that will undoubtedy be disrespecting the privacy of the vendors customer.

Indirect

Score: -1

The "Indirect" model is fully suported by bidirectional advertising. The entire funding model of the product or service is based on the an advertising form that collects their customer data, analyzes it into profiles and then in all likelihood sells to a third party. It is just as true on the Internet as it is in the legal system that anything you say can - and will - be used against you.

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