Dynamic Composite Advertising URLs (DCA-URL): A Novel Framework for Integrating Dynamic Commercial Advertising into Internet Address Structures
Year: 2026
Type: preprint
Abstract: Conventional digital advertising is predominantly delivered through webpage content, search results, application interfaces, sponsored links, and browser-mediated advertising components. In these models, advertisements are generally treated as content presented within or alongside an accessed resource, while the Uniform Resource Locator (URL) primarily retains its conventional function of identifying and locating that resource. This paper proposes Dynamic Composite Advertising URLs (DCA-URL), a novel conceptual framework that extends the role of Internet address structures by integrating dynamic commercial advertising directly into the address through which users access Internet resources. Unlike conventional URL-based advertising, in which URLs primarily carry tracking parameters, identify advertising destinations, or facilitate redirection, DCA-URL treats the address itself as a potential advertising and commercial interaction medium. The proposed framework supports multiple address transformation configurations, including retaining the original website address while appending advertising information, replacing the original address with an advertising-oriented composite address, and constructing a new address that combines readable commercial messages with external product or service destinations. Importantly, the framework does not require advertisements to appear within the webpage itself. Instead, advertising may be represented through the browser's address interface, a specialized address-resolution mechanism, or a compatible URL presentation and navigation layer. DCA-URL further introduces context-aware address composition, dynamic advertising substitution, cross-domain commercial destination integration, and configurable retention or removal of original resource identifiers. The paper examines the relationship between existing address-bar advertising, URL redirection, deep linking, and advertising tracking technologies, identifying the boundaries between these established mechanisms and the proposed framework. To the best of the author's knowledge, this paper presents the first explicitly defined framework centered on dynamically composable advertising-bearing Internet addresses that can preserve, transform, or replace the original resource address while integrating an independently actionable commercial destination. This is a qualified framework-level novelty claim, not a claim that address-bar advertising or advertising-bearing URLs have never previously been proposed. The paper establishes an architectural foundation, formal model, implementation alternatives, research questions, security considerations, and an experimental evaluation protocol for future implementation and validation.
Author: Zhang, Jincheng
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7225789426
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