Quotation Dickinger, Astrid, Zorn, Steffen. 2008. Compensation Models for Interactive Advertising. Journal of Universal Computer Science 14 (4): 557-565.




Due to a shift in the marketing focus from mass to micro markets, the importance of one-to-one communication in advertising has increased. Interactive media provide possible answers to this shift. However, missing standards in payment models for interactive media are a hurdle in the further development. The paper reviews interactive advertising payment models. Furthermore, it adapts the popular FCB grid as a tool for both advertisers and publishers or broadcasters to examine effective interactive payment models.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Universal Computer Science
Citation Index SCI
Language English
Title Compensation Models for Interactive Advertising
Volume 14
Number 4
Year 2008
Page from 557
Page to 565
Reviewed? Y


Dickinger, Astrid (Former researcher)
Zorn, Steffen
Service Marketing and Tourism IN (Details)
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