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An Intent-Based Unit Of Trade - Becomes A Targeting "One-Fits-All", Certainty

Murthy Nukala (the CEO, and founder) of -- A Co that advise that they partner with leading technology firms to re-imagine online advertising - With IntentMaps™ they help advertisers expand their search campaigns on the Yahoo! Bing Network. (They also work closely with Accenture.) In a recent press release Murthy tells of the following:

< "We have a very ambitious vision of transforming this space to help solve the problems of search and digital advertising by using intent,"> said Murthy Nukala, founder and CEO, Adchemy.>

An Intent-based Unit Of Trade

A major problem (according to Murthy) is that fragmentation is causing a bunch of inefficiencies for advertisers & that a solution (he offers within an article @ iMediaConnections), is to embrace a new "unit of trade" in the form of intent.

Murthy Nukala writes:

"If an intent-based unit of trade can be used to monetize cross-device traffic, everyone wins. ..... Advertisers and agencies will be able to maximize the reach and return of their campaigns, and they will benefit from cross-channel economies of scale.

Publishers will monetize traffic better. And consumers will see ads that are more relevant to their intent."

He points out, that ......"As the internet continues to become an even more pervasive force in peoples' lives, arguably the biggest challenge facing the online advertising industry today - is the proliferation of devices people use to access information online."

Intent is gathered on a 1st party basis all over the web. Besides the search engines, sites like Facebook, Amazon and eBay (in naming the obvious) are a few of the bigger platforms that advertisers can do very well from, to meet their targeting needs.- And it should be clear to all, that this is what makes 'Product Search' become so special.

So is (as Murthy Nukala suggests),The Holy Grail: Intent?

Ive no doubt that it can be. And some. Where ultimately, all associated ad networks can become further involved -- where they can then get to join within a ONE huge marketplace. One where those who are prepared to sell their 'intent based' targeting (or, re-targeting- ad label) with that firm understanding (for advertisers) that they are all being sold on that (same), "Intent-based Unit".

It would now appear that Adchemy (with it's IntentMaps), are already working with Google.

.."Advertisers using IntentMaps for their search campaigns on Bing Ads or, Google AdWords see the benefits of growing their search footprints exponentially, yet with less effort. With IntentMaps, advertisers realize tangible benefits for their search campaigns, including:"

How can this be so? What of Microsoft's stand on "Do Not Track"?

There are others who are wondering, too. Ms. Smith (an admitted privacy and security fanatic) makes a strong point (HERE) in what is a great account of the Microsoft/AdChemy partnership (that now would include Google I guess?), in that:

"Microsoft invested in Adchemy's consumer "intent-driven" technology. Is tracking intent creepy or does it protect consumer privacy like Microsoft claims?"

Ms Smith goes on: "I asked Microsoft if it sees no potential privacy issues with the Adchemy/Microsoft partnership and using "intent-driven" technology. A Microsoft Spokesperson replied:"

The Adchemy IntentMap does not:

  • Utilize cookies
  • Use PII
  • Track consumers across queries

...................The Adchemy IntentMap infers consumer intent from anonymous queries and then maximizes the relevance of ads and landing pages, using that intent. ..As such, the Adchemy IntentMap actually helps advertisers serve more relevant ads while protecting consumer privacy.


And this may well be so. Certainly for both Microsoft & Google. Along with any others who may just care to 'join-in', as time goes by.- And I mean other search engines-plus sites like Facebook, Amazon & eBay.

You see, all 1st party 'intent' gathered-that will go to make up the 'new' (?) "unit of trade" (Murthy Nukala's Holy Grail of Intent) can then get to be ANONYMIZED when handed over to and 'black-boxed' by an independent RTB Global OPEN Marketplace 'Handling' Up To 100 Billion 'Events' Per Day!

I feel it becomes a next (logical) step and have said so for so long now. Where with use of that 1st party data, an IP address that'll anonymously seek a user's behavior (intent) or, can get to see a user be found across all devices (yes, anonymously), in that one marketplace.

In Mobile Search: More Intent, More SMB Opportunity Adchemy almost tell us: That for Mobile (in lieu of an IP address), a mobile device that has location services turned on will have a precise geo associated with them. This [just as the IP addy of a user's PC has been explained], then gets to be anonymized in that ONE big (100 Billion 'Events' Per Day) 'black box'. (Makes sense, surely?)

"SMB advertisers, however, are limited by their ability to geotarget their paid search campaigns. The query either needs to have a geographic location stated explicitly in the query - e.g., "shoes Des Moines" - or the advertiser needs to depend on imperfect geotargeting based on IP address. As such, it often doesn't make sense for a local SMB to bid on a head term like "shoes."

Mobile changes everything for SMB advertisers. Geography no longer needs to be queried explicitly - all queries issued from a mobile device that has location services turned on will have a precise geo associated with them. Geo then becomes an implicit intent instead of an explicit intent - someone searching for "shoes" in Des Moines is probably much more likely to respond to ad from a shoe store in the immediate vicinity."

So, an Intent-based Unit Of Trade and anonymous queries? - No utilizing cookies? No use of PII by advertisers? No tracking of any consumers across queries? And a ONE marketplace? May I remind readers (who've got this far) once again, of what a previously 'declared' Looksmart partner is telling all:

"..........This means the user behind any search - advertisers are targeting can originate on Google - and still be accessible when s/he lands on a website in the Microsoft family of websites ....... within seconds of performing her/his search." (See,

[And] Traffic to Looksmart's AdCenter marketplace?

I simply can't make it any clearer. - But (as always), only an opinion.


ps; [Intent-based] Targeting of Users or, Audiences

Yahoo's CEO Marissa Mayer:"There's more upside in Search than Display - But programmatic could change that"

"...the way that audiences tend to aggregate on Yahoo is unique and particularly advantageous for them [advertisers] in terms of what they ultimately want for audience-based buying. And for that reason, I think that I'm bullish on both search and display, but given the trend towards audience-based buying in the advertising space, the display opportunity is particularly compelling."

Disclosure: Long LOOK and excited!