What are the approaches and characteristics of online advertising according to the current state of development of the Internet

Historical development and current status of the Internet The fundamental reasons for the rapid development of this network into a global network in a short period of time, as well as the main problems facing its further development. The Internet is the largest information network in the world today. Since the 1980s, its applications have moved from the military, research and academic fields to business, communication and entertainment, and in the 1990s it became the fastest growing medium of communication. The Internet is based on computer networks and can be described as a global computer network that disseminates information in the same language. The key to successfully connecting two computers is that they must speak the same language, a digital language. Protocols are variations of this digital language. When the computers that send and receive a message use the same protocol, they **** share the message. While the simplest computer network connects two computers, a complex computer network can interconnect computers in different locations and for different purposes. The Internet is a global network that has revolutionized the field of computing and communications like never before. It is difficult to define the Internet with any degree of certainty because of its unique history, which involves a number of technological, managerial and societal factors, and because it has been evolving rapidly. Generally speaking, the Internet is a network interconnected by Transmission Control Protocol and Interconnection Protocol (TCP/IP), and can be functionally viewed as a large virtual network of cooperating organizations. The creation of the Internet The ideal of information resources*** There are different theories as to when exactly the Internet was created. Some believe that the success of the ARPAnet experimental network in 1972 marked the birth of the Internet. Others cite the conversion of all ARPAnet-connected networks to TCP/IP in 1993 as the time of the Internet's creation. In any case, the creation of the Internet is not an isolated and accidental phenomenon, but an inevitable result of mankind's continuous pursuit of the ideal of enjoying information resources***, so the origin of the Internet can be traced back to an earlier time. In recent decades, one after another important progress made by mankind in this regard has laid the foundation for the creation of the Internet. For example, in 1957, the first artificial satellite was launched into the sky, which raised the ability of human beings to disseminate information to an unprecedented level and opened up a new era of communication using satellites; in the 1970s, the emergence of microcomputers heralded the possibility of the popularization of information technology; and the use of lasers and fiber-optic technology made the processing and dissemination of information expand from "point" to "point". The use of laser and fiber optic technology has expanded the processing and dissemination of information from "point" to "surface". In the past decade or so, the combination of computer and communication technologies, especially the development of network technologies, has facilitated the interconnection of a wider range of networks and the sharing of information resources***. According to the literature, the first person who put forward the idea of information exchange through the network was J. C. R. Licklider of the Massachusetts Institute of Technology (MIT) in the United States. In August 1962, he proposed the concept of a "giant network" in his article "Online Human-Computer Communication" (3), which envisioned that everyone could rapidly access data and information anywhere through a globally interconnected facility. In spirit, this network concept was much like today's Internet. Licklider was the first head of the Defense Advanced Research Projects Agency (DARPA, later ARPA). His successors, B. Taylor and L. G. Roberts, were convinced of the importance of this network concept and contributed significantly to its further development and refinement. Packet-switching theory The development of the Internet started with the early research on packet-switching and related technologies. L. Kleinrock of the Massachusetts Institute of Technology (MIT) published the first paper on packet-switching theory in 1961 and the first book on the theory in 1964. Packet switching mainly refers to the division of a long message into several packets for transmission in a communication network. Each packet is like an envelope containing the information to be transmitted and the address of the destination, in addition to a number that represents the packet's position in the overall flow of information. Any packet that is lost or blocked can be retransmitted. When all the packets have reached their destination, the receiver reassembles the digital data blocks into a complete message. This network, called "packet switching," allows multiple computers to use the same communication lines, or a stream of data can be passed quickly over congested lines and through other paths. This theory of using packets of information rather than lines for communication was an important step in the direction of network technology. Another important development was the ability of computers to pass information to each other. By coincidence, almost simultaneously with the research on packet-switching theory at the Massachusetts Institute of Technology in the United States (1961-1967), the National Physical Laboratory in the United Kingdom (1964-1967) conducted similar research, and did so without knowledge of each other's research. Military Computer Network ARPAnet The Internet was developed from the military computer network ARPAnet, the earliest and most typical example of a computer network, an experimental network developed in the late 1960s by researchers from the U.S. Department of Defense (DoD) and a number of universities.**** The Internet was developed from the military computer network ARPAnet. The U.S. Department of Defense, at that time, for military defense strategy considerations, that a centrally managed network is very fragile, can not withstand the destruction of nuclear war and other emergencies, the need to establish a can not rely on a single "central control computer" to manipulate the huge network, so that the entire communication system will not be damaged by a part of the network and stop running. The network is more important. More importantly, this network was to be an autonomous and self-regulating Internet of computers, allowing computers with different storage technologies and operating systems to interconnect. The U.S. Department of Defense provided funding to what was then the Defense Advanced Research Projects Agency to conduct this research, which led ARPAnet from theoretical to experimental networking.ARPAnet was further developed when those conducting the research discovered that it provided a very convenient communication channel. The network started with only four hosts, and in 1970 the Network Working Group (NWG), under the leadership of S. Crocker, completed the original ARPAnet host-to-host communication protocol, called the Network Control Protocol (NCP). 1972 saw the first public appearance of the new networking technology, when B. Kahn organized a successful and large-scale demonstration of ARPAnet at the International Computer Communications Conference (ICCC). In 1972, B. Kahn successfully organized a large-scale ARPAnet demonstration at the International Computer Communications Conference (ICCC), which was the first public appearance of this new network technology. ⑤ In the same year, the Internet Working Group (INWG), headed by V. Cerf, was founded with the aim of establishing an Internet communication protocol. The idea of open network architecture was proposed by B. Kahn shortly after he arrived at the Advanced Research Projects Agency (ARPA) of the U.S. Department of Defense (DoD) in 1973, and the research program was known as the "Internet Research Program" at that time. In order to meet the needs of an open network architecture environment, V. Cerf and B. Kahn*** developed the TCP/IP protocol, which was formally introduced in 1974. As ARPAnet evolved from an experimental to a functional network, its operation was transferred to the Defense Communications Agency (DCA) in 1975, and in 1982, the DCA and the Advanced Research Projects Agency (ARPA) made the decision to adopt TCP/IP, the Transmission Control Protocol and the Network Interconnection Protocol, as the protocols for ARPAnet communications. This was the first time it was clear that the "Internet" was a collection of interconnected networks. (6) During its first 10 years of development, ARPAnet was primarily used to facilitate e-mail, support online discussion groups, allow access to remote databases, and support file transfers between government agencies, corporations, and universities, and was discontinued in 1990 after completing its historic mission. NSFnet Throughout the 1970s, the military computer network ARPAnet did not attract much interest due to technical and financial reasons, although it reached out to some of the major universities in the U.S. The real development of the Internet began in the 1980s with the development of e-mail, support for online discussion boards, and access to remote databases and support for file transfer between government agencies, companies, and universities. The real development of the Internet began in the mid-1980s when the National Science Foundation (NSF) utilized the technology of the ARPAnet network to establish the NSFnet network. Around 1984, NSF took over the network expansion from the Advanced Planning and Research Agency (APRA) at the request of some of the major U.S. government research institutions. NSFnet initially consisted of five interconnected supercomputer centers, which were further networked with major U.S. regions and major universities and research institutes. By 1986, NSFnet initially formed a three-tier network consisting of backbone network, regional network and campus network. From 1984 to 1989, NSFnet experienced a period of rapid development, and at the same time, it began to expand to commercial and wider fields, and successively networked with a number of other countries and regions. In the early 1990s, NSFnet was transformed into a private enterprise, but the U.S. government continued to support the development of the network, and in 1992 several Internet organizations merged to form ISOC, the Internet Society, a network that had begun as a military communications network, and, through NSFnet, had evolved into a nationwide network for academic research and education that was expanding into broader areas and a wider region. This was the second major milestone in the development of the Internet. In the 1990s, Hypertext Markup Language (HTML), a hypertext Internet protocol for accessing image information on the Internet, was adopted, allowing each individual to generate his or her own image page (Web site), which then became part of a vast virtual hypertext network. This enhanced version of the Internet, also known informally as the World Wide Web, generated an enormous number of new users. As a result, many people use the term "Internet" to refer to the physical structure of the network, including the clients, servers, and phone lines that connect everything, and the term "World Wide Web" to refer to all the sites and information that can be accessed using the network. In addition to supporting the National Science Foundation to establish the backbone network NSFnet, the U.S. government has also introduced and implemented several other policies, which have played an active role in promoting the formation of today's Internet and the proposal of the information superhighway On October 24, 1995, the Federal Networking Commission (FNC) adopted a resolution defining the Internet in this way: "The Internet is a global information system that (1) is logically connected by a globally unique address space based on the Internet Protocol (IP) and its extensions; (2) is capable of supporting communications using the Transmission Control Protocol (TCP) and the Internet Protocol (TCP/IP) and its extensions, or other IP-compatible protocols; and (3) is facilitated by the use of communications protocols, such as the Internet Protocol (IP) and the Internet Protocol (IP). (2) the ability to support communications using the Transmission Control Protocol and the International Interconnection Protocol (TCP/IP) and its extensions, or other IP-compatible protocols; and (3) the ability to provide access to and utilization of high-level services, either openly or privately, through the communications and related infrastructure. (8) This is perhaps one of the clearer definitions of the Internet to date. When discussing the development of the Internet, it is impossible not to mention the information superhighway, which is often talked about. 1993, the U.S. government proposed the "National Information Infrastructure" program (NII), which is also commonly known as the "Information Superhighway Program". In 1993, the U.S. government proposed the National Information Infrastructure (NII) program, commonly known as the "Information Superhighway Program. It soon aroused a strong reaction in countries all over the world, and many countries put forward their own information superhighway plans one after another. The information superhighway is an intricate network of interconnections that will not only interconnect major sites, but will also interconnect all communication networks and facilities, such as telephones, fax machines, computers, databases, cable television, computer networks, printers, satellites, fiber-optic cables, and so forth, to the general benefit of the public, businesses, libraries, and the governmental and non-governmental sectors.9 The information superhighway is, in fact, an extension of this network of interconnections. The information superhighway is in fact a metaphor for this new type of information infrastructure. When people try to describe or discuss it, they often refer to the Internet. However, because of its particular historical context, its specific primary user groups, and the computer skills and extensive computer facilities required to use it, the Internet is not comparable to the emerging information superhighway in terms of network size, ubiquity, and accessibility, and is at best a prototype of what is to come. The development and application of network and information technologies and digitization, blurring the distinction between text, image and sound, are key features of the information superhighway. It will pose even more serious management challenges. The introduction of the information superhighway can be said to have opened up new and promising prospects for the development of the Internet. Characteristics of the Internet Advantages of the Internet The Internet has many distinctive characteristics, such as its high degree of openness, decentralization and autonomy, which have enabled the Internet to show many advantages that are difficult to be compared with other networks, and have enabled it to achieve amazing development in a short period of time. The advantages of the Internet are mainly manifested in the following aspects: open network structure: this is the core technical idea of the Internet. According to this idea, any network type, technology choice and scope of activities are not governed by a specific network structure, and can be connected to other networks through the "network interconnection structure". Previously, the only method of network interconnection was end-to-end line connections. This open network architecture has made the Internet not only a new communications tool, but also a living laboratory for designing and experimenting with new communications, observing their problems, and researching and developing new ways of solving them. The emergence of the World Wide Web is a case in point. Unified standards for network interconnection: The success of the Internet is largely due to its adoption of the Transmission Control Protocol and Interconnection Protocol (TPC/IP), which is the standard for interconnecting different networks on the Internet and the collective term for the data exchange protocols used by the Internet. TPC/IP adopts packet-switching technology, thus successfully solving the compatibility problem between different hardware platforms, different network products and different operating systems, which is a major progress in network technology. Any computer can become part of the Internet as long as it uses TCP/IP protocol to communicate with any host in the Internet. This large-scale network interconnection creates conditions for the realization of free choice of various network services and global information retrieval. Decentralized management: The most striking feature of the Internet is that no one "owns" it. This super-network is actually an "inter-network" composed of many networks, and there is no organization or institution that can carry out centralized management and unified planning for it. Unlike other traditional networks, such as broadcast networks, the Internet is a user-driven network. Users are the users and clients of the Internet, as well as its developers and service providers. Therefore, the survival and development of the Internet depends mainly on the support of users, and its main source of funding exists in the external environment of the network. This is the source of the network's wealth and vitality. Flexible service delivery: The users of the Internet are not individuals, exactly, but organizations that use the network to deliver services. Most users have to be intermediated by service providers to gain access to the Internet. These service providers belong to corporate or regional networks, which are connected at a higher level to the national network, where only the management of the Internet works. This structure has greatly increased the flexibility of Internet services and has led to the rapid development of advanced service modalities and user-friendly interfaces that help users to navigate the Internet's ocean of information and access it freely. Supporting multiple modes of communication: The Internet integrates network technology, multimedia technology and hypertext technology, thus providing both publishing and communication functions. It can support one-to-one, one-to-many, and many-to-many modes of communication, and can be used to "talk" and "listen" alternately. This constant shift from "publication mode" to "private communication mode" brings people in different regions closer together and allows them to discuss many different topics in a way that is not possible using traditional media. A wealth of information resources: The Internet is a rich source of information, ranging from cooking tips, sports events, stock market quotes, news reports, to the latest literature, data, charts, computer software, and astronomical photographs in the field of science and research. In addition, numerous libraries and research institutions around the world have made their catalogs available to the public via the Internet, allowing users to search their collections by keywords. Currently, the collections on the Internet include library catalogs, reference books, bibliographic indexes, full-text materials, multimedia information and computer software. Low cost of service: The cost of operating the Internet is low compared to the cost of similar services provided by commercial telecommunications companies. Since the network utilizes, to a large extent, dedicated lines leased from regional, national or international telecommunications companies for information dissemination, services can be provided to users without the constraints of duration or the cost of accessing large amounts of information. To date, most services on the Internet are virtually free of charge. The intrinsic characteristics of the Internet and the limitations of current technologies have left the network with certain shortcomings, including overloading as the number of Internet users grows, a series of difficulties in managing the network and the resulting negative social impact. These problems have attracted the attention of the international community and solutions are being sought. Among them, network security and intellectual property rights stand out. Network security: Users' utilization of the Internet is not restricted by time and place, and can even avoid the direct management and control of national and local laws, and is thus easily abused by some people to carry out certain illegal activities. For example, user passwords and passwords have been learned and stolen by people with evil intentions, violating personal privacy or causing the leakage of state secrets; a large number of transnational transactions are carried out on the Internet, resulting in the loss of huge amounts of tariffs; the creation of network "viruses", making a large number of computers unable to operate normally. These problems have become increasingly serious with the rapid increase in the number of Internet users, and it is becoming more and more difficult to manage user behavior. Security in the network environment has become a key issue in the further development of network technology, and has increasingly attracted the attention of governments. However, solving this problem is not only limited to technical aspects, but also involves a variety of factors such as social and legal aspects, and requires comprehensive management by a variety of means, in particular, the full cooperation of the international community. To date, however, no satisfactory results have been achieved. Some of the technical means are not yet perfect or are difficult to promote for various reasons; the relevant legislation is still at the discussion stage. Information has transcended national boundaries and flowed internationally through the Internet, while the relevant laws and regulations are often effective only within the prescribed jurisdictions, which is a major contradiction in the current management of the Internet. Intellectual property rights: the arbitrary and free use of a large amount of information and services on the Internet also raises issues related to intellectual property rights. Since the Internet is built on a dedicated communications infrastructure, there is no direct cost of use, and the information and services it provides are inevitably delivered free of charge in large quantities. These services are widely and freely utilized not only for professional reasons but also, increasingly, for private purposes. This has resulted in serious disregard for the rights and interests of the providers of such information and services. If this problem is not properly addressed, it will affect the normal functioning of the network as a whole. In addition, the Internet also has some other shortcomings, such as the illegal registration of domain names and the exclusive monopoly tendency in the allocation of international domain names; the decentralized storage and management of online information resources, which makes it difficult for users to retrieve them; and the massive dissemination of illegal and harmful content, which is also a matter of great concern to many countries at present. All these show that the development of the Internet, like the development of all modern science and technology, has two sides and requires people to make full use of its advantages and at the same time take effective measures to overcome or avoid its shortcomings. It is necessary to improve the speed of information transmission as soon as possible, but also to pay attention to legal regulation and technical management, so that it can better contribute to the development of material and spiritual civilization of mankind. The development trend of the Internet It is an important aspect of the development of the Internet to continuously develop service areas and increase service items so that the information needs of the society can be continuously satisfied. For individual users, the Internet has developed many types of information services, among which Telnet, FTP, Archie, E-mail, Gopher, WAIS, IRC and WWW are the most basic and widely utilized services. The Internet has entered a period of rapid development since the end of the 1980s. 1987, the number of hosts connected to the Internet was close to 30,000; in 1989, it exceeded 100,000; in 1992, it exceeded 1 million; and in 1998, it exceeded 30 million. The number of Internet-connected hosts has increased by a factor of 300 in the last decade. The number of countries and regions connected to the Internet increased from 31 in 1991 to 171 in 1998. It is difficult to keep precise statistics on the number of users, but the International Telecommunication Union estimates that in 1996 there were more than 16 million users of the Internet and 60 million Internet users. Currently, there are more than 100 million Internet users worldwide. The United States Department of Commerce, in a recent report entitled "The Emerging Digital Economy", extrapolated that Internet traffic has doubled every 100 days. The Internet has outpaced all technologies that preceded it. Current trends in the Internet are characterized by its globalization, commercialization and the development of a new generation of networks. Globalization Globalization is a clear trend in the development of the Internet since the 1990s. The number of countries connected to the Internet has increased rapidly, including not only developed countries but also a growing number of developing countries. This global interconnection of networks makes it easy for a country to connect to the outside world through the Internet, blurring geographical boundaries. This trend of globalization has made more and more countries aware that they may be at a disadvantage in their future economic development if they are not connected through networks. Nevertheless, due to technical, financial, cultural and educational reasons, Internet users are still unevenly distributed throughout the world, with a huge gap between developed and developing countries. As of 1996, more than 60% of Internet users were in North America, 22% in Europe, and less than 20% in Asia, Latin America and Africa, which account for the majority of the world's population. Commercialization Commercialization, and in particular the growth of e-commerce, has been another remarkable phenomenon in the development of the Internet in recent years, and although it has not been around for very long, it has shown an unstoppable trend. The momentum and impact of this development have been unanticipated. At present, e-commerce activities include inter-firm purchasing and selling of goods, advertising, research and development, personnel management, financial operations, transmission of business documents and dealing with customers. E-commerce has been welcomed by the business community because of its ability to utilize limited resources, speed up the business cycle, save time, reduce costs and generate higher profits. In addition to generating revenues directly from the Internet, e-commerce is having an indirect impact on a much wider range of areas, in the form of dramatic changes in many sectors, particularly travel, insurance, direct retailing, electronic publishing, etc., through the continuous opening up of new markets, the creation of new jobs, the lowering of costs and the improvement of services, as well as providing new opportunities for a large number of small and medium-sized enterprises (SMEs). At the same time, a number of enterprises have emerged as major Internet service providers, utilizing this global information infrastructure for a variety of commercial activities. This commercialization has greatly expanded the scope of Internet services and has brought the Internet to a completely new stage of development. The development of e-commerce is also confronted with a number of issues, such as tariffs, technical standards, non-tariff barriers to trade, protection of intellectual property rights, online security and the development of commercially viable network technologies and software. The commercialization of the Internet is not only reflected in the commercial application of the network itself, but also in the way network services are operated. In the United States, for example, privatization has become an important principle of the United States Government in promoting the development of the Internet. This development is based on the realization that the government's actions are far from being able to adapt to the rapid development of the Internet and the ever-changing technology, while the private sector's actions, in contrast, have the advantages of flexibility and speed. Therefore, it is the private sector and market forces, not Governments, that should play a leading role in the development of the Internet. Development of the next generation of the Internet In recent years, there have been new developments in the infrastructure underpinning the Internet. This is evidenced by the beginning of plans to build an ultra-high-capacity and ultra-high-speed network, "Internet II". In response to the vulnerabilities and limitations of current Internet capabilities, a concerted effort is being made by government, business, and research institutions in the United States, the birthplace of the Internet, to promote the development of the Next Generation Internet (NGI). on October 10, 1996, President Clinton and Vice President Gore proposed an action plan for the development of the NGI, which is being implemented in the United States. On 10 October 1996, US President Clinton and Vice President Gore presented an action plan for the development of the Next Generation Internet (NGI) as part of the United States' ongoing Cross-Century Program. This three-year, $300 million program is designed to lay the foundation for 21st century networking. (12) According to this action plan, the next-generation Internet has three main goals: 1. To connect universities, national libraries and research institutions at communication speeds 100 to 1,000 times faster than today's Internet, which is equivalent to transmitting a 30-volume Encyclopaedia Britannica in less than a second; 2. To promote the development of, and research into, next-generation network technologies, such as technologies that can dramatically improve the ability of the Internet to handle real-time services. Promote the development of and research into next-generation network technologies, such as those emerging that can dramatically increase the ability of the Internet to handle real-time services; and 3. Develop new applications that support important national goals and missions, such as scientific research, national security, distance learning, environmental monitoring, and health care. To this end, the promotion of broadband access and multimedia applications will be greatly enhanced. In short, the Internet is a developing network, and this development has not stopped since its inception. The need for access to information resources and the rapid development of information and communications technologies have been strong driving forces behind the creation and development of the Internet. In the process, the organizational structure of the Internet has evolved. Today, the scale of the Internet has greatly exceeded its original development goals, becoming a global network encompassing a vast user base and a diverse range of service activities. However, despite its apparent success, the Internet is still surprisingly simple technologically and has many limitations. The Internet is still evolving and is likely to be replaced by new, higher-speed and more powerful networks. There is every indication that the most pressing question facing the future of the Internet is not how the technology will evolve, but how the process of change and development itself will be managed. This problem will become more pronounced as the scale of the network continues to grow.