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Technology
Concept
A case example
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Concept
Today internet advertising is sold by web sites, and delivered to the internet users through Internet Service Providers (ISPs). Web sites do try to target ads to their visitors. However, web sites cannot know the location and the consumer characteristics of their visitors in any detail and certainty. So they end up serving ads that are completely useless most of the time.
 The crux of the problem lies in the way internet advertising is practiced today. Under current practices, ads are embedded in the web content at source (the web sites). It is obvious that if the source is in California, USA, and the content is delivered to Bologna, Italy, the advertisement that was included in California would be totally irrelevant for the person in Bologna who sees it.
The practice of embedding the ad at source is certainly not effective, and should be viewed as a “child disease” of the internet, set to overcome. In any other media, the ad is inserted in the content at the point of delivery.
 Ortelio permits the insertion of ads in web content at the ISP level (the point of delivery). The advantage of Ortelio is that ISPs can have accurate and detailed information on the geographic origin of users and thus adapt the ads that are displayed to them based on this information.
The process of inserting ads at the ISP level seems rational and easy to implement, but there were certainly many technical issues to resolve. We have been working on these issues for the last year, and we are ready to assist ISPs to implement Ortelio, and advertisers to start gaining from it.
Please don't hesitate to contact us and request more information on how we can help you.
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