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Infomediary Model
Data about consumers and their consumption habits are valuable, especially
when that information is carefully analyzed and used to target marketing campaigns. Independently collected data about
producers and their products are useful to consumers when considering a purchase. Some firms function as infomediaries
(information intermediaries) assisting buyers and/or sellers understand a given market.
Advertising Networks -- service that feeds banner ads to a network of sites, thereby enabling advertisers to deploy large marketing
campaigns. By using cookies, the Ad Network operator collects data on web users that can be used to analyze marketing
effectiveness.
Audience Measurement Services -- online audience market research agencies.
Incentive Marketing -- the customer loyalty program model. Provides incentives to customers such as redeemable points or coupons
for making purchases from associated retailers. Data collected about users is sold for the purpose of targeted advertising.
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Metamediary -- facilitates transactions between buyer and sellers by providing comprehensive information and ancillary services, but does not get involved in the actual exchange of goods or services between the parties.
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