Seeking Alpha

LookingConfident's  Instablog

LookingConfident
Send Message
Longstanding investor in Looksmart (and a 70 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media... More
  • Could Chango (With Its Recent $12M In Funding) Now Buy Looksmart's Ad Network? 3 comments
    Nov 27, 2012 5:25 AM

    Chango has recently secured $12M in Funding ....With this funding, Chango (in their announcement-tell all who read it, that it), is launching Programmatic Site Retargeting (NYSEARCA:PSR), the first of several new real-time solutions being built on the Chango Madison platform.

    Announcement: mwne.ws/Se0Kgl

    [Web based] Marketing is all about finding audiences & individuals who have an interest in your product or, service, ok? (No more-no less.)

    *******************

    "Why Display Ads Will Become More Important To Search Marketers"

    ....."Numerous studies throughout the years have detailed display's impact on search marketing, and the impact of search data on display ad retargeting."

    "Chris Sukornyk, CEO at Chango said historically, display advertising campaigns targeted "large buckets" of consumers or focused on context to find an audience.

    ........Advances in data management and the explosion of real-time bidding display now support highly, granular targeting that surpasses many of the features that search engine marketing campaigns do, he said, pointing to search retargeting and integrated dynamic creative pieces as examples.

    "The ability to harvest and analyze audience data will help inform smarter SEM campaigns," he said. "A good example -- we capture more than six billion searches each month, as well as all our customers' first party data. By analyzing who is actually converting, we can learn what they search for in the days leading up to a conversion and discover new keywords that might help inform SEM campaigns."

    Looksmart exclusively harvest 'over 5 Billion pieces of search (user intent) queries' a day from search engine partners and this then allow marketers to 'target' those very same users in real-time - or, when they next visit a publisher's site within (or, across) the uniquely independent AdCenter marketplace's growing publisher partner base.

    (Mentions made, here: tiny.cc/myoddw)

    Chango (like a Facebook Ad Network) is the type of Co that could be a candidate to buy Looksmart's (as its no longer required) Ad Network for them to join in-and that $12M they have just secured, may well have something to do with this.

    Remembering, there can ultimately only be that ONE (special purpose) RT (real time) marketplace that's based on search, 'user intent'- considering that search intent comes in many & various (different) shapes & forms.

    More on Chango: seekingalpha.com/user/36191/instablog/se...

    Recently (the story is within those linked above), Chango's Ben Plowmion had pointed out that:

    ......."major search re-targeting companies have partnerships with large publishers-to collect billions of search terms each month from the actual searches people conducted on Google, Yahoo! and Bing." (The Chango announcement advises that Chango's Madison does collect over 6 billion searches a month from Chango's propriety Data network.)
    Buying into the Looksmart marketplace (by purchasing Looksmart's ad network), can only better assist Chango advertiser partners-to further access the The Chango Partner Ecosystem.- With what results in a more efficient (real time) means of accessing 'user intent' data. - And possibly see a Chango Exchange then evolve?

    Just another opinion or, consideration, only.

    LOOK: $0.7901 Down 0.0399 (-4.81%) 2:55PM EST

    Traffic (Growth): www.alexa.com/siteinfo/looksmart.com#

    LC

    Disclosure: Long LOOK and pretty excited about the Co's future

    .

Back To LookingConfident's Instablog HomePage »

Instablogs are blogs which are instantly set up and networked within the Seeking Alpha community. Instablog posts are not selected, edited or screened by Seeking Alpha editors, in contrast to contributors' articles.

Comments (3)
Track new comments
  • LookingConfident
    , contributor
    Comments (889) | Send Message
     
    Author’s reply » .
    < Google and Microsoft built an entire advertising business based on search and intent. Magnetic and Simplifi took search data and built a similar model based on retargeting. Recently, Toronto-based Chango received $12 million in funding to build out its search ad retargeting offerings. Numerous posts describe how marketers can capitalize on search data. >

     

    Read more: http://bit.ly/TsEuRq

     

    LC
    .
    27 Nov 2012, 06:44 PM Reply Like
  • marketing@chango.com
    , contributor
    Comments (3) | Send Message
     
    Hi LC -
    Thank you for your interest. The company doesn't comment on potential acquisitions. But the press release was pretty clear the additional funding will be used to grow organically.

     

    "Chango will support geographic, industry and product expansion with 50 new open positions in sales, engineering, marketing, client services, and ad operations."

     

    Ben Plomion
    @chango
    12 Dec 2012, 02:49 AM Reply Like
  • LookingConfident
    , contributor
    Comments (889) | Send Message
     
    Author’s reply » .
    Thanks for your comment, Ben Plomion. - I guess I was 'stabbing in the dark' in regards to my suggestion as I do feel that consolidation in this exciting field of 'user intent' becomes inevitable, ultimately.

     

    Another 'search/audience targeting' player in BloomReach (I feel), may also one day consider that access to Looksmart's independent (global) marketplace, can provide additional opportunity for it's own client base. (Even a merge with Looksmart?)

     

    http://bit.ly/ZhNHQW

     

    This probably does depend a lot (I feel) on a Facebook acquisition of Microsoft's Atlas and I firmly believe this will be the case.

     

    I had previously dwelt on such a Facebook (search targeting) role, in an earlier instapost where I had suggested that Facebook were generally 'testing' these ads (possibly through Nanigans and XA.net, Inc.'s Optim.al.) in or, across Looksmart's marketplace.

     

    http://bit.ly/OJoEBZ

     

    Today has seen XA.net's Rob Leathern clear up a bit of confusion (in his response to an AdExchanger article) in stating that – "Optim.al is and has been 100% live on FBX for retargeting."

     

    http://bit.ly/SedNlH

     

    Microsoft/Atlas had bought a small targeting Co call Accipiter that I feel will also get to compliment a Facebook ad network in what I've long predicted as being a coming integration of Search & Display.

     

    http://bit.ly/ZhNI7c

     

    It's so complicated for me, is what I'm finding. But it's exciting.

     

    LC
    .
    12 Dec 2012, 07:18 PM Reply Like
Full index of posts »
Latest Followers

StockTalks

More »

Latest Comments


Posts by Themes
Instablogs are Seeking Alpha's free blogging platform customized for finance, with instant set up and exposure to millions of readers interested in the financial markets. Publish your own instablog in minutes.