Das Werbegeschäft im Internet – Akteure und Wertschöpfungsstrukturen

The central research interest of this work is to develop a comprehensive illustration of the value chain structures of online advertising on the Internet. To this end, the theoretical and empirical findings of existing research from various disciplines on the subject were drawn on, processed and aggregated. On this basis, the value creation structures of the advertising business on the Internet were developed. The presentation of the structures includes the identification of individual value creation activities as well as the assignment of the executing actors. The research shows that the advertising business on the Internet follows a data-centric business model: Personal data are used within a data intermediation to create a data good - the investment good personalized advertising. In this process, the value chain is divided among fifteen identified actors. The results of this research can be classified as a review of the current market situation of the advertising business on the Internet in Germany. In addition, the research takes the data-centric business model as its starting point and successfully applies its characteristics to the advertising business on the Internet.