Act Local: How ICTs are Changing the Landscape in
- Technological Change and Societal Growth…
Development of the search engine as a major information and marketing channel resulted from innovative technologies that made it capable of presenting rapid, relevant responses to queries. To do this, the search engine compiles an index of web pages of information stored on the World Wide Web, ranks each page according to its incoming links, matches keywords in the query to those in its index, and returns what it determines are the most relevant pages to the searcher. Innovative and cost-effective ad placement algorithms have attracted advertisers to search engine websites and intensified the competitive dynamics among industry leaders. Their interacting software also continues to draw advertisers from traditional, mass marketing channels like television and newspapers to the online medium to cater to customers who have expressed an interest in their products and services.