Online advertising by Mauricio Luque
Mauricio Luque
The world of online advertising is a changing environment where what used to be a gold mine now turns out to be a ruin and where new ad formats constantly appear that displace the previous ones.
Who has been surfing the Internet for several years, has been able to see how banners appeared and then fell into disrepute, the force with which pop-ups appeared.
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How they were first vilified and eliminated by browser toolbars how Adsense appeared , Google's contextual text ad program, and how it's being eaten up by spam in all its forms.
Despite all this coming and going of formats, it must be clear that advertising on the Internet only has one means of considering the user `captured`, by means of a mouse click.
When the user clicks on the advertising element, the advertiser's task is finished and the rest of the sales process becomes the responsibility of the marketers (although it is not uncommon for small companies to have both tasks carried out by the same person). .
With the user's click, it can be said that the advertising has fulfilled its function, that it has been a success.
The challenge, therefore, is how and where to attract users. In this, as in offline advertising, there are only two basic ways:
a) looking for them in their market niches
b) advertising to a mass audience
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The first of the ways is very simple to understand. Where better to advertise a motorboat for sale than on a web page dedicated to motorboats, where hundreds of users interested in motorboats enter daily?
The problem with this type of advertising is that, on the one hand, it faces a public that is very knowledgeable about the matter (and is even capable of ridiculing an offer) and, on the other hand, the prices of these ads are usually much higher than those of general rotation ads.
The second of the ways is more complicated but, in reality, it is the one we see every day on the street when a city bus passes us with advertising for your supermarket, surely only one or two out of every hundred people are thinking of that you have to go buy something at a supermarket but when you receive the impact of the advertisement, you may make a decision based on the advertisement you have seen.
An American advertiser already said several decades ago that "Of every dollar I spend on advertising, I know that 98 cents I am throwing away.
The problem is that I never know in advance what the profitable two cents are going to be." Reality shows us that this way of general rotation or mass audience is necessary if you want to reach a relatively large share of the public.
In recent years there has been a specific Internet phenomenon that is the appearance of contextual text ads, led by Google's Adwords program and to a lesser extent by the similar Overture program.
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This type of advertising is based on the following premise: as the Internet is so big that people do not know where to go and come to search engines to find what they are looking for, we are going to give you specific search results (paid of course) related to what the user wants.
In this way, search engines have found a way to finance themselves and, incidentally, have become the way for those who do not appear in the search results organically to do so by paying.
The phenomenon is on the rise right now but, since everything that goes up comes down, it is only a matter of time to see when and how the fall will be.
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Tidal Barrier to Be 10m Shorter to Save Money
Rethinking Flood Protection in Somerset If you live near the coast, the threat of flooding isn’t just news — it’s a reality you can feel. That’s the situation in Bridgwater, Somerset, a historic market town near the Bristol Channel. For years, plans have been underway to build a tidal barrier to protect homes, businesses, and livelihoods from storm surges. Now, new updates reveal the barrier will be about 10 metres shorter than originally planned, a decision aimed at reducing costs while still keeping the town safe. This announcement has sparked conversations about engineering, budgets, and how communities adapt to climate challenges. Why the Barrier Is Being Shortened The Bridgwater Tidal Barrier was initially designed to be a high-profile flood defence, protecting thousands of properties from tidal surges that travel up the River Parrett. But after a recent design efficiency review, engineers concluded the barrier could be slightly shorter without compromising safety. Reducing the barrier by 10 metres lowers construction complexity, saves money, and reduces long-term maintenance costs. The Environment Agency and local authorities say this approach allows the project to move forward on time and on budget, ensuring the community gets protection sooner rather than later. The Cost Factor Public infrastructure projects like this don’t happen in a vacuum. Rising inflation, global supply chain disruptions, and labor shortages have increased costs for large-scale projects. Officials argue that the revised design is a responsible compromise: it balances cost savings with safety. Somerset Council leaders have welcomed the decision, noting that managing costs wisely helps the project reach completion without compromising protection for residents. Community Voices and Concerns Local engagement has been a key part of the project. Residents have attended consultations and drop-in sessions to see the updated plans and ask questions. Some community members appreciate the cost savings and faster timeline. Others worry whether a shorter barrier will be as effective against future extreme weather events. Questions include: Will the barrier remain strong against increasingly unpredictable storms? Does reducing the height limit future adaptability as climate impacts grow? What effect might it have on local ecosystems and fish habitats? These are valid concerns, reflecting how communities are increasingly involved in climate adaptation decisions. Engineering Flood Defence Today Tidal barriers are not new — Britain has relied on them for decades. London’s Thames Barrier, for instance, has protected the capital since the 1980s. But today, rising sea levels and more frequent storms mean engineers must balance safety, cost, and environmental impact carefully. In Bridgwater, officials say the revised barrier will still protect against 1-in-200-year tidal events. It’s designed to provide robust safety now while remaining adaptable for the future. The Human Side of Flood Protection It’s easy to get lost in numbers and metres, but behind the design decisions are real people. Residents depend on reliable flood protection to feel secure in their homes and communities. For families, businesses, and local services, knowing a barrier is being built — even a slightly shorter one — provides peace of mind. It’s not just a structure; it’s a symbol of resilience and preparedness. Next Steps for the Barrier The Bridgwater project is still under construction, with the revised design undergoing final refinements. Once completed, the tidal barrier will provide long-term protection for thousands of properties and critical infrastructure in Somerset. Officials emphasize that the shortened design does not compromise safety. If anything, staying on budget ensures the project is completed faster, meaning protection arrives sooner for the community. A Lesson in Climate Adaptation The story of the Bridgwater Tidal Barrier is more than engineering or economics. It’s about how communities respond to climate risks and how governments make tough choices balancing safety, cost, and sustainability. The barrier being 10 metres shorter may seem small on paper, but it reflects a larger truth: infrastructure planning today is as much about community engagement, adaptability, and long-term resilience as it is about concrete and steel. By keeping people involved and making informed, cost-effective decisions, Somerset shows how towns can adapt to climate change without sacrificing safety. Conclusion The Bridgwater Tidal Barrier demonstrates that infrastructure projects in the 21st century must adapt to multiple pressures: climate change, financial constraints, and community expectations. While the barrier is slightly shorter than originally planned, it remains a critical line of defence against flooding. More importantly, it highlights the importance of public involvement, transparency, and strategic planning in building a resilient community. For Bridgwater residents, the message is clear: the tide may rise, storms may come, but with smart planning and community engagement, the town will be ready
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