Towards an Advertising Business Model for Web Service Mashups
Michiaki Tatsubori · 2009
On the Internet, the advertising business model is a corner-stone of many service businesses. In this paper, we propose an advertising business model for machine-orientedWeb Ser-vices and describe the guiding principles for its mechanisms and implementation. It is not straightforward to make the advertising business method feasible for machine-oriented Web Services, since advertising only makes sense if the hu-man users of a service see the ads. In the proposed business model, a non-human service consumer incurs an obligation to the providers of services it uses to display the advertis-ing they have specified. In addition this obligation can be delegated to yet another service consumer if the later con-sumer is using a service provided by the earlier non-human consumer. Since each service provider-consumer chain must finally reach human consumers, the advertising from the ear-lier service providers will ultimately reach human service consumers, thus satisfying the conditions of the proposed business model. We also show how we can leverage the ex-isting Web Service infrastructure to implement this business model.