{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,5,14]],"date-time":"2025-05-14T12:02:01Z","timestamp":1747224121478,"version":"3.40.5"},"reference-count":36,"publisher":"IGI Global","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,1,1]]},"abstract":"<p>Applying bleeding edge courses of action in advertising is always a case on the table of decision makers. In online case, lack of a practice to place right advertisement in a right time for the right user has been counted as biggest challenage. On the other hand, \u201cad clutter\u201d, the key criticism on online advertising; is about to put online advertisement's benefits away and annoying users more than before. Accordingly, this article aims at scrutinizing this critical problem by incorporating one of the next generation technologies, Lead Generation. This study introduces an e-business framework in advertisement intermediating in the form of a framework so that lets advertisers advertise in customized way. In this approach, the authors focused on displaying a personalized ad for each user by which marketers could redirect their visiting prospects into becoming their own consumers. At the end, the managerial implications are reported.<\/p>","DOI":"10.4018\/ijom.2014010103","type":"journal-article","created":{"date-parts":[[2014,7,2]],"date-time":"2014-07-02T17:36:52Z","timestamp":1404322612000},"page":"29-38","source":"Crossref","is-referenced-by-count":1,"title":["Online Advertising Intermediary"],"prefix":"10.4018","volume":"4","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5233-987X","authenticated-orcid":true,"given":"Payam","family":"Hanafizadeh","sequence":"first","affiliation":[{"name":"School of Management and Accounting, Allameh Tabatab'i University, Tavanir, Tehran, Iran"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mehdi","family":"Behboudi","sequence":"additional","affiliation":[{"name":"Department of Business Management, Islamic Azad University, Pounak, Qazvin, Iran"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Hamideh Mokhtari","family":"Hasanabad","sequence":"additional","affiliation":[{"name":"Management and Productivity Research Center, Islamic Azad University, Pounak, Qazvin, Iran"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","reference":[{"doi-asserted-by":"publisher","key":"ijom.2014010103-0","DOI":"10.1108\/09696470210428859"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-1","DOI":"10.1108\/eb053636"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-2","DOI":"10.1023\/A:1022460428681"},{"unstructured":"Book, M. (2000). Personalization vs. privacy questions on ethics in software engineering raised by the doubleclick \/ abacus direct merger. Software Science. Retrieved from www.matthiasbook.de\/papers\/doubleclick\/files\/doubleclick-paper.pdf","key":"ijom.2014010103-3"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-4","DOI":"10.1016\/S0378-7206(01)00075-1"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-5","DOI":"10.1177\/1350507601321004"},{"unstructured":"Doubleclick. (2012). Retrieved from Doubleclick\/publishers\/solutions","key":"ijom.2014010103-6"},{"unstructured":"DoubleClick, Inc. (2000). DoubleClick privacy statement. Retireved from http:\/\/www.doubleclick.net\/us\/corporate\/privacy\/","key":"ijom.2014010103-7"},{"unstructured":"DoubleClick, Inc. (2000). Non-personally-identifiable information. Retrieved from http:\/\/www.doubleclick.net\/us\/corporate\/privacy\/non-identify.asp","key":"ijom.2014010103-8"},{"unstructured":"DoubleClick, Inc. (2000). Targeting and reporting. Retrieved from http:\/\/www.doubleclick.net\/us\/publishers\/ad-serving\/dart\/features\/targeting.asp","key":"ijom.2014010103-9"},{"year":"2002","author":"J.Gill","journal-title":"Research methods for managers","key":"ijom.2014010103-10"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-11","DOI":"10.1016\/j.im.2003.12.010"},{"year":"1998","author":"D. J.Greenwood","journal-title":"Introduction to action research: Social research for social change","key":"ijom.2014010103-12"},{"year":"1999","author":"E.Gummesson","journal-title":"Qualitative methods in management research","key":"ijom.2014010103-13"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-14","DOI":"10.4018\/978-1-4666-0885-6"},{"issue":"4","key":"ijom.2014010103-15","doi-asserted-by":"crossref","first-page":"499","DOI":"10.1108\/10662241211251015","article-title":"Internet advertising adoption: A structural equation model for Iranian SMEs.","volume":"22","author":"P.Hanafizadeh","year":"2012","journal-title":"Internet Research"},{"year":"2002","author":"R.Hawkins","journal-title":"The phantom of the marketplace: Searching for new e-commerce businees model","key":"ijom.2014010103-16"},{"issue":"3","key":"ijom.2014010103-17","first-page":"8","article-title":"Emerging new concept of electronic police and its impact on the websites\u2019 sales.","volume":"1","author":"K.Heidarzadeh Hanzaee","year":"2011","journal-title":"Interdisciplinary Journal of Research in Business"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-18","DOI":"10.1046\/j.1365-2648.1993.18020298.x"},{"year":"2000","author":"G.Homel","journal-title":"Leading the revolation","key":"ijom.2014010103-19"},{"unstructured":"Internetworldstats.com. (2012). Top 50 counries with the highest internet penetration rate. Reterived June 25th, 2013, from http:\/\/www.internetworldstats.com\/top25.htm","key":"ijom.2014010103-20"},{"year":"2005","author":"B.Ka Kui Chan","journal-title":"Method for providing services via advertisment terminals","key":"ijom.2014010103-21"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-22","DOI":"10.1016\/j.ins.2007.01.002"},{"unstructured":"Krathwohl, D. R. (1998). Educational & social science research: An integrated approach.","key":"ijom.2014010103-23"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-24","DOI":"10.1016\/S0378-7206(01)00073-8"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-25","DOI":"10.2753\/JEC1086-4415100404"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-26","DOI":"10.1016\/S0378-7206(01)00086-6"},{"unstructured":"Merriman, D. A., & O\u2019Connor, K. J. (1999). Method of delivery, targrting and measuring advertising over networks (pp. 1\u201314). United State Patent, Sep, Patent Number:5,948,061.","key":"ijom.2014010103-27"},{"issue":"2","key":"ijom.2014010103-28","doi-asserted-by":"crossref","DOI":"10.17485\/ijst\/2012\/v5i2.33","article-title":"Lead generation: A new strategy for attracting target customers.","volume":"5","author":"M.Mosakhani","year":"2012","journal-title":"Indian Journal of Science and Technology"},{"unstructured":"Pratt, J. H. (2002). e-Biz, strategies for small business success. USSBA Office of Advocacy.","key":"ijom.2014010103-29"},{"unstructured":"Rappa, M. (2006). Business models on the web. Retrieved January 19, 2006, from http:\/digitalenterprise.org\/modelsmodels.html","key":"ijom.2014010103-30"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-31","DOI":"10.1023\/A:1021068805269"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-32","DOI":"10.1080\/10196789800000016"},{"unstructured":"Turban, E., King, D., Viehland, D., & Lee, J. K. (2006). Electronic commerce: Amanegerial perspective. Upper Saddle River, NJ: Prentice Hall (Pearson Education).","key":"ijom.2014010103-33"},{"issue":"1","key":"ijom.2014010103-34","first-page":"17","article-title":"What IT infrastructure capabilities are neededto implementent e-businessmodels?","volume":"1","author":"P.Weill","year":"2002","journal-title":"MIS Quarterly Executive"},{"doi-asserted-by":"publisher","key":"ijom.2014010103-35","DOI":"10.1108\/01443579510104466"}],"container-title":["International Journal of Online Marketing"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=110173","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T23:24:40Z","timestamp":1654125880000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/ijom.2014010103"}},"subtitle":["How Online Advertising Works?"],"short-title":[],"issued":{"date-parts":[[2014,1,1]]},"references-count":36,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2014,1]]}},"URL":"https:\/\/doi.org\/10.4018\/ijom.2014010103","relation":{},"ISSN":["2156-1753","2156-1745"],"issn-type":[{"type":"print","value":"2156-1753"},{"type":"electronic","value":"2156-1745"}],"subject":[],"published":{"date-parts":[[2014,1,1]]}}}