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espanolEste trabajo repasa los principales sistemas de distribucion de publicidad en la Web, con vistas a caracterizar los distintos funcionamientos mediaticos que presenta Internet en cada uno de esos casos. El orden en el que se presentan va desde las logicas heredadas de los medios masivos tradicionales a ciertos funcionamientos especificos de entornos digitales. Hacia el final, se discute el par medio masivo/medio de distribucion masiva y las implicancias enunciativas del desacople publicacion/anunciante. EnglishThis work presents an overview about the current main advertising distribution systems in the Web, with the aim of characterizing the media behavior Internet has in each of those cases. The paper introduces the systems in an order that goes from traditional mass media logics to certain logics that are specific of digital environments. At the end, the pair mass media / massive distribution media is discussed, as well as the enunciative consequences of the advertiser/publisher decouple.

Publicidad en la Web: de la lógica de los medios masivos a los anuncios personalizados1*