Looksmart made it quite clear for those that may have taken care to have noticed (in their announcement back on 02/07/08 ), that ......
" The LookSmart AdCenter is a white label, hosted ad serving platform used to monetize traffic through CPC search and contextual text ads. Empowering publishers and advertising networks to interconnect with each other, the LookSmart AdCenter Marketplace significantly increases the volume of participants in advertising auctions and increases the overall revenue potential for publishers."
And that ...."Pay Group International's global text advertising network, comprised of over 1000 existing advertisers, will be launched onto the LookSmart AdCenter Platform and gain access to CPC auction technology and extended distribution channels of the LookSmart AdCenter Marketplace"
AOL to join (Global) OPEN Marketplace soon?
The building up of the Global (advertiser/publisher) OPEN Marketplace looks to be taking shape nicely. And I'm tipping AOL to be a certain starter, in time. They have little alternative, not to join. And, "the writing is clearly on the wall"....
Yes, AOL (who paid some $850 million for social site Bebo.com), will eventually get to "join-up" in the Global OPEN Marketplace, is my reckoning. Their "new" CEO will ensure that this will happen....AOL is planned to be "spun-off" from Time Warner and would then get some form of "independence" with the installation of a "white-labeled" SmartRotation AdCenter 'inter-face' (through Advertising.com) with both their own & Time Warner properties also taking on-board the YieldBuild Ad Optimiser for publishers ........... It can "work" for them as "passive" players, as such.(When comparing them to the likes of MSN/YHOO and Google's DoubleClick Ad/Pub Exchange)
Chief to Focus AOL on Becoming Display-Ad Leader
As It Prepares for Spinoff From Time Warner, Internet Company Also Aims to Step Up Output of Digital MediaWall Street Journal - USA
AOL's new chief executive, Tim Armstrong, plans to detail his strategy for reviving the struggling Internet company at a meeting Friday with thousands of its employees.
At a session partly aimed at building employee morale, Mr. Armstrong says he will highlight several goals, including making AOL the market leader in online display advertising and one of the world's biggest producers of digital content, such as Web sites and online video. AOL, which is preparing to be spun off from Time Warner, trails Google, Yahoo and Microsoft in ad revenues and traffic to its sites.......In May, that network reached 91% of the 193.8 million Americans online, according to Web-measurement firm comScore. The system is similar to the one - http://online.wsj.com/article/SB124805082602663095.html
Below is Armstrong’s email to employees, discussing the reason for the acquisitions, which is to ramp up AOL’s local presence (one of five main strategies he is pursuing:
Our strategy to win in the five areas we’ve discussed starts with innovation and passion. Of the five areas, Local remains the largest white space and offers us an ability to improve the lives of many consumers. It’s a space that’s prime for innovation and an area where we already have strength with a local network that reaches more than 54 million UVs a month and a valuable brand in mapping services, MapQuest.
Our vision isn’t just about optimizing what we have – it’s about overhauling how we approach this space, drawing on our legacy of connecting communities and our long history of organization through DMOZ. It’s about taking one of the most disaggregated experiences on the Web today and making it truly quick and easy for consumers to find the local information they need.
Today, we’re announcing two acquisitions that will enable us to better serve audiences by providing experiences that are highly focused on users’ own neighborhoods – Patch and Going.
Patch.com was built to provide local towns with a robust and interactive platform to publish news and information, with full-time journalists for each town covering government affairs, education issues, and community events. One of the AOLers in our All Hands meeting on May 29 asked what our plan is to help towns, like his, where the local newspaper has gone out of business. Patch is an acquisition that may eventually help that town. Under the leadership of co-founder and CEO Jon Brod, Patch has been able to launch five initial town sites since February and has just announced four additional communities. Moreover, Patch has already received over 230 user requests for “Patches” spanning 39 states and 12 countries.
The second acquisition is a small company located in Boston – Going. Going has developed a local events platform to discover and share information about things to do in a number of leading cities across the country. Under the leadership of CEO Evan Schumacher, Going has launched sites in 30 cities – including New York, Chicago, Los Angeles and Miami – and provides users with RSVP tools and advertisers with self-service event advertising.
Overall, I believe both Patch and Going will add strength and talent to our local efforts and give us an ability to have a unique and defendable local offering that helps people improve their lives. I’m excited that we’ve reached the stage where we can begin implementing in our five key strategy areas, and with today’s announcements we’re off to a great start in Local.
Please join me in welcoming the employees of Patch and Going to AOL and the future of AOL
AOL (with it's advertising.com platform) will soon be a "starter" in the OPEN Network, is my feeling. And a further article today suggests as to why this looks a natural thing to do, is MHO.
< Armstrong is getting AOL ready to be spun off from Time Warner in an IPO. As part of that transaction, the original thinking was that AOL’s legacy dial-up business wouldn’t be a part of that, but Armstrong has changed his mind. It is not only the roughly $1 billion in annual subscription revenues AOL still generates from the dial-up business that convinced him to keep it. That is quickly declining. But just as important is the traffic and distribution which comes from those locked-in customers. “If you were going to try to recreate the access traffic it would be very expensive to recreate,” notes Armstrong. (ComScore estimates that about 19 million of AOL’s 106 million unique U.S. visitors a month still come from AOL’s client app). When you are trying to build an advertising business, every eyeball counts.>