TAILIEUCHUNG - Economic Value of the Advertising-Supported Internet Ecosystem

In two decades the Internet has become central to social and economic life and is, today, a mature and integral element of the U. S. national economy. It is not only vital infrastructure, it is a spur to entrepreneurship and social change. It has changed the way firms find customers, customers find information, and people manage social relationships. It contributes significant value to the . economy by creating and maintaining jobs, facilitating the rapid flow of information, and generally enabling the growth and prosperity of businesses. The Internet is not just a resource for large corporations: it has created unprecedented. | Economic Value of the Advertising-Supported Internet Ecosystem June 10 2009 Authored by Hamilton Consultants Inc. With Dr. John Deighton Harvard Business School and Dr. John Quelch Harvard Business School HAMILTON Consultants Cambridge Massachusetts Executive Summary 1. Background 8 Purpose of the study The Internet today Structure of the Internet 2. The Advertising-Supported Internet 21 Internet advertising segments The value of the advertising-supported Internet 3. Internet Companies and Employment by Internet Segment 26 Overview of Internet companies Summary of employment Internet service providers ISPs and transport Hardware provi ders Information technology consulting and solutions companies Software companies Web hosting and content management companies Search engines portals Content sites news entertainment research information services. Software as a service SaaS Advertising agencies and ad support services Ad networks E-mail marketing and support Enterprise-based Internet marketing advertising and web design E-commerce e-tailing e-brokerage e-travel and others B2B e-commerce 4. Companies and Employment by Geography 50 Company headquarters and total employees by geography Census data for Internet employees by geography Additional company location data by geography 5. Benefits of the Ad-Supported Internet Ecosystem 54 Overview of types of benefits Providing universal access to unlimited information Creating employment Providing one of the pillars of economic strength during the 2008-2009 recession Fostering further innovation Increasing economic productivity Making a significant contribution to the . balance of trade Saving natural resources and lowering pollution Promoting or facilitating a social good 6. Appendix 65 History of the Internet and Where It Came From About the Authors About the Interactive .

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