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dc.contributor.authorCrain, Matthew
dc.identifier.otherCrain, M. (2019). A critical political economy of Web advertising history. In N. Brügger & I. Milligan (Eds). The SAGE Handbook of Web History.en_US
dc.description.abstractUsing the United States as a case study, this chapter outlines the history of web advertising from a critical political economy of media approach. As part of the broader privatization of the internet in the 1990s, U.S. policy-makers sought to position American businesses at the forefront of the web’s global commercial expansion and embraced a hands-off regulatory approach to web advertising. Free from regulatory constraints, digital advertising companies brought web advertising into the mainstream by developing capacities for user data collection and targeted messaging. U.S.-based companies have since found enormous success in pushing the technical and political boundaries of data-driven advertising, which now sits at the center of the global digital media economy. Critical political economy of media provides valuable insights into the structural dimensions of this history.en
dc.titleA Critical Political Economy of Web Advertising Historyen_US
dc.typeBook Chapteren_US

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  • Crain, Matthew
    Dr. Matthew Crain - Assistant Professor, Media, Journalism and Film

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