The Double Long Tail
By empowering advertisers who would otherwise have little or no access to the mass media due to their limited financial resources, Google has democratized advertising and dramatically expanded its base of ad revenue. Today, a very large part of its sales revenue comes from hundreds of thousands of advertisers who would be considered too small for traditional media to cater to.
In his work The Long Tail, Chris Anderson describes a "long tail" as the very long, gentle slope of a graph comparing number of receipts per user and total number of users.[18] On the graph, the long slope is shown in light gray. The farther you go along the line, the lower the amount of each sale made to each advertiser, but the greater the number of ...
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