Search advertising is probably the most scalable advertising platform in the history of advertising and marketing. But ten years into the promise of the web and new media to transform advertising into an ROI-driven marketing engine, the success of keyword-driven pay-per-click text ads is the exception, not the rule. The
Traditional media sites used to recoil at the idea of linking to any content other than their own. This made these sites one-way islands in the link-driven web ecosystem, but worse is they have suffered disintermediation at the hands of Google, Digg, and other aggregators that don’t discriminate and
Digital media has unbundled content, disrupting legacy businesses that sell bundled media like albums and newspapers. But that doesn’t mean there is no value in bundling content, as Nick Carr observes in a lyrical deconstruction of David Weinberger’s assertion that the track is the natural unit of music.
Google announced a major change to its standard web search results — the inclusion of results from its vertical search engines, e.g. Google News, Google Video, Google Maps, inside its standard search results, which they are calling Google Universal Search. That means links from Google News and YouTube videos (playable
Perhaps there are good reasons why Microsoft should acquire Yahoo, but beating Google probably isn’t one of them. The reason is simple: Microsoft and Yahoo have businesses that leverage the online network. Google increasingly IS the network. AdSense is the largest content network in the world, and Google’s
Google has clearly transformed the software industry’s approach to business models, as evident in the hundreds of online software companes (i.e Web 2.0) planning to “monetize” through advertising. But Google may also be influencing the software industry in less obvious but equally significant ways, through its ethos
Google is allowing local businesses to offer coupons through Google Maps for free (some details from Google here), which is pretty good from the perspective of Google’s hallowed “user experience,” but far from revolutionary. Local searchers on Google Maps will be able to see which local businesses featured in
The gloves came off on a click fraud panel at Search Engine Strategies this morning when Shuman Ghosemajumder, Business Product Manager for Trust & Safety at Google, blindsided all of the panel members, including Yahoo, with the release of a study aiming to discredit third-party click fraud auditing (full report