LANDSCAPE OF THE ADVERTISING INDUSTRY
The advertising industry today is in the midst of a major transformation as external drivers transform how people consume and interact with information. Over the last few years, both the availability of information online as well as the shift in consumer behavior to search for information online has forced traditional advertising publishers like Yellow Page directories to rethink their current businesses and quickly develop a response to the online phenomenon. But merely publishing advertising such as yellow pages online may not be an effective enough response for survival in the coming years. An entirely new business model led by market visionaries such as Google, Yahoo!, MSN and others has created a huge disruption in an otherwise stable and lucrative industry. These pure players have quickly risen to the top of the online advertising game by leveraging communication trends and investing in state-of-the-art technology that has radically transformed not only how consumers search for information, but also created new and innovative models between merchants and publishers.