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The Influence of Online Advertising on the Information Quality of the World-wide Web

Andrej Cvetkovski
Mother Teresa University, Skopje, North Macedonia
Abstract—The technological underpinnings that have enabled the Internet are constantly developing and improving: connectivity is ever cheaper and more accessible, increasingly efficient content-management tools are available to the general public for free, ultra-mobile handsets (smartphones) are already equipped with high-performance processors that enable web-browsing capabilities comparable to those of bigger computers. As a result, everyone can freely generate and consume digital content daily. The only catch is that the content nearly always comes served with web advertisements paid by advertisers. The ad revenues go to the content creators and maintainers in order to support the entire process. Given the size of today's Internet and the amount of time spent consuming content, paid advertisement becomes a non-negligible source of income for some content publishers and website owners. This, in turn, gives strong rise to websites constructed for the sole purpose of making profit from web advertising operations, where accuracy and quality of content are of secondary or no importance. Such websites are created and managed by people who do not have relevant qualifications or genuine interest in the field. As a result, the served content ranges from worthless, automatically generated, contrived, scrapped, plagiarized, to purposeful spreading of rumors, fake news and banal, provocative or vulgar content. This paper analyzes the mechanisms that cause the predominant data on today's web to be worthless. Also considered are mechanisms by which such unwanted phenomena could be reduced and kept under control.

Index Terms— online marketing, fake news, misinformation, disinformation, yellow journalism

Cite: Andrej Cvetkovski, "The Influence of Online Advertising on the Information Quality of the World-wide Web," Journal of Advanced Management Science, Vol. 9, No. 2, pp. 44-47, June 2021. doi: 10.18178/joams.9.2.44-47
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