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Longstanding investor in Looksmart (& a 67 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
  • Open Letter To Looksmart's Mike Onghai/Board, Re: The Performance Ecosystem 1 comment
    Jan 20, 2013 6:42 PM

    Congratulations are in order for your team's recent success and for the advice, that (on January, 14th), the board of directors of Looksmart (in increasing the size of the board of directors to seven), have appointed you, Christian Chan, Paul Pelosi, Jr. and Thorsten Weigl - to now serve as directors of the Company. Welcome!

    Mike Onghai - New Looksmart Board member - PEEK Consortium

    Looksmart's (ordinary) shareholders would hope that you and your new team (that includes remaining members from Looksmart's old board-the existing Chairman Scott Kauffman, former CEO in Jean-Yves Dexmier & Mark Sanders) can now all work together in taking the company on to the heights that (potentially), it (no doubt), is capable of achieving.

    Mike, it's been recently noted that (as part of your many talents), you have been (since June 2012 - Present /8 months) an Advisor to the Internet Media Labs.

    Also noted is that Peter Bordes is the CEO of Internet Media Labs.

    Peter Bordes (who is ranked 8th on the 25 Most Influential People in Performance Marketing) is -also MediaTrust's Founder and this Co's Executive Chairman.

    A 1st Deal Announcement?

    It would be 'a feather in the cap' of the new (invigorated) Looksmart Board if it was able to have MediaTrust partner Looksmart to extend it's reach into both inventory & advertisers from other Exchanges, Globally.

    In achieving this, The Performance Ecosystem can surely then be on the road, to global consolidation.


    All existing Exchanges (that may already have been Looksmart API enabled), will be able to then get access to MediaTrust's publishers and in turn, can be accessed by their own (existing), advertisers.

    What's important to note is that all Exchanges will remain operating as individual entities, as currently exists. (Including MediaTrust)


    Where Looksmart in contributing "User Intent" can help see a ONE Currency in a (the), ONE Performance based marketplace.

    That opportunity (is there) to create a ONE Currency

    In an Adexchanger article when introducing Keith Cohn, Peter Bordes shares an own view (and that of MediaOcean's CEO Bill Wise-to create that one currency) in that, for RTB auctions:"We see cpms and cpcs as currencies for driving liquidity in performance driven transactions."

    That (INDEPENDENT) global OPEN Marketplace

    Through Looksmart's independent interconnector (using it's advertising and publisher APIs) each exchange's existing advertisers and publishers (including those of MediaTrust), can then get to increase both their own 'reach' and expand availability of real time performance impressions.


    They will be provided with a dramatic increase in numbers of publisher's (user) landing pages where the/those additional (RT - real time, 'intent based') impressions can be accessed and are then likely, to be enacted.


    For publishers, the increase in the number of advertisers - will ensure the creation of a more keenly contested auction (more robust bidding activity of new advertisers), for most/all of their available impressions.

    Your Challenge

    This is your 1st mission or, initial assignment Mike ("Knight") Onghai.

    To convince Peter Bordes-who himself, wants to clean up the industry (before the FTC does), and I believe that the remaining 'ordinary' LOOK shareholders should now feel confident that (working together in a new Looksmart Board), this can soon get to be accomplished.

    Always, only an opinion.


    ps: This comment that is made to a recent AdExchanger article may well say it all?

    Dave says:
    January 18, 2013 at 5:56 pm

    If the assertions are correct about [those search intent based?] PLA ads performing better, we may start to see a slow death for query generated text ads on Google.

    ...In fact, we are seeing much more aggressive movement into PLAs- in our business - % of Google spend ranges from 20-50% across our retail business.


    On Twitter: @Interconnector

    Disclosure: Long LOOK


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    Author’s reply » .
    [From the above instapost] ..."Where Looksmart in contributing "User Intent" can help see a ONE Currency - in a (the), ONE Performance based marketplace."


    The subject had been mentioned previously (on Oct 23, 2012), here on my instablog from within a post, entitled: "An Intent-Based Unit Of Trade - Becomes A Targeting "One-Fits-All", Certainty"


    Full story: http://bit.ly/Pt4H3z


    In that post, I quote:


    Murthy Nukala (the CEO, and founder of Adchemy.com), 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."




    ............... Also comes into 'the picture', in regards to 'intent data', PLAs and that ONE (currency and) Open marketplace. Certainly when considering, that:


    "Amazon would be unlikely to directly give advertisers access to its trove of information about individuals’ browsing, purchasing, and product review histories, both because of its privacy policies and a desire to keep its valuable data proprietary. Instead, Amazon would create target audiences, such as people who recently purchased digital cameras. A marketer selling digital camera accessories could then use Amazon’s technology to bid for the ability to show ads to a person in that category."


    Story: http://bit.ly/WizWvw


    And, from this fine article from MarketingLand (back on 9th October, 2012) the following explains it so well:


    <..."Most of the companies that have built technology to perform search retargeting are seeing billions of search events across all the major search engines and well beyond, including on-site searches happening across thousands of websites outside of the search engines.


    They are also serving ads across hundreds of thousands of websites through numerous exchanges and networks.


    This means the user behind the search you are targeting can originate in 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.">


    That story: http://bit.ly/W0f0fi


    Finally (and from yet another of my instaposts, I had mused:


    [That] I'm a firm believer in the viral effect to take place of "Search targeting" where users - will be found (and when targeted across a ONE marketplace) based on their real time search intent shown. (In that same marketplace)


    Simply by serving intent based Ads in real time and with a follow-up Ad - that targets the IP address of the individual user" who've made that (each individual) search query.-Across a one publisher base, in that one marketplace.




    21 Jan 2013, 03:52 PM Reply Like
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