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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
  • Google Banner Ads For Yahoo? - - Amazon Et Al, To Follow? 2 comments
    Jun 19, 2012 12:08 AM

    The Kara Swisher (AllThingsDigital) Big Ad Changes Loom story- that Yahoo! are said to have been in talks with Google about taking over its automated ad sales and ad network operations - should surely have been a "huge" story - but as it's only a rumour, I guess it isn't.

    < Yahoo is also considering turning its entire search business over to Microsoft, with which it already has an ad partnership.

    "Yahoo is going to be a media company again - in the digital ad sales business and not in the ad tech business," said one person.>

    Anything is possible and there is reason enough for the Google solution to be an answer for Yahoo (in fact - we may ultimately see all or, part of the Aol-Microsoft-Yahoo! alliance doing like-wise?), for their audience (user) targeting- and all based on or, around (a user's) 'search intent'.

    When fully API enabled- and total separation, advertisers from all (those within a one marketplace) can then get to 'bid' on available inventory (in that independent marketplace), even within their own Exchanges!

    In a short series of posts to Yahoo Finance's LOOK board today, I point out that Ed Montes (CEO of trading desk Adnetik), says that Google has already claimed interoperability of its (buyside-sellside) component parts and seems to suggest the ability to connect to different inventory. (Meaning, multiple exchanges.)

    For some time now I've noted Google have been targeting audiences on Yahoo Finance. To accomplish this Google is in need of a 'gateway' or, an independent separation from access to data on Yahoo users. Here's a typical Google targeted Ad (to me) on Yahoo! Finance. (Right click on it and view the page source here.)


    A late article today (Display Ad Retargeters Buying Yahoo! O&O -from John Ebbert/AdExchanger), whilst adding something to the total story, may just further 'confuse the issue' somewhat. Criteo (with the use of cookies), does provide great (singular), site retargeting.

    Google (I feel) is simply showing an 'extension of it's reach' out to all (and that ability all advertisers will themselves get to have - to follow a user across multiple exchanges-the web), with use of the independent Looksmart advertiser/publisher solutions.

    Others (I feel) are also testing this 'one stop shop' means of targeting users (or, audiences) across a ONE marketplace (with many exchanges eventually involved), without the use of cookies. (And by Looksmart's use of IP addresses in locating a user/users- in RT and based on their most recent 'search intent').

    Here's another example of a Google Ad (as was targeted to me), and over on Amazon's property, Alexa.





    One look at the 'ClickStream' Traffic (in & out of the Looksmart CPA/CPV AdCenter marketplace) may just hint at Amazon (itself) testing it's own Ads on/via Alexa, likewise.- www.alexa.com/siteinfo/looksmart.com#

    Always, only an opinion.

    LOOK: At 3:59PM EDT: $0.87 Up 0.01 (+1.16%)


    ps; Then there's Facebook. (Talked of in many recent instaposts)

    Facebook to show you ads based on your Web browsing - CNN


    < Say a Facebook user visits a travel website and clicks on a page about a vacation package to Las Vegas....... If an advertiser has bid on that kind of search, that user could then see ads for discounted trips to Vegas the next time they visit Facebook.

    ......"By bidding on a specific impression rather than a larger group, advertisers are able to show people more relevant ads while also running more efficient and effective campaigns," a Facebook spokeswoman said in a written statement.>

    < As Web giants like Facebook and Google get better at harvesting user activity, using Web searches for advertising is becoming increasingly popular.>

    Disclosure: Long LOOK


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  • LookingConfident
    , contributor
    Comments (932) | Send Message
    Author’s reply » ,
    UPDATED 6/19: A statement from a Yahoo! spokesperson in reaction to the above linked (John Ebbert/AdExchanger) story:


    ....."Yahoo! continually evaluates technology and business practices in an effort to achieve the greatest success for our advertising and agency partners. Yahoo! is currently testing with select ad partners."


    How interesting.


    19 Jun 2012, 07:22 PM Reply Like
  • LookingConfident
    , contributor
    Comments (932) | Send Message
    Author’s reply » .
    Facebook;s FBX enables advertisers using their own data (which could include data from a user's prior Web browsing activity), to reach consumers - when they are on Facebook.


    "Facebook hosts the final ad creative and serves it to Facebook users through its [own] servers."


    This information is from the ASRC's (Feb. 4, 2013) advice on Facebook's adoption of the AdChoices Icon for interest-based ads served through the Facebook Exchange (FBX).


    Accountability Program is an investigative unit of the Advertising Self-Regulatory Council (ASRC)


    .."The Accountability Program began reviewing FBX as soon as it was out of beta to determine the roles of Facebook & its approved Demand-Side Platforms (DSPs or FBX partners).


    FBX enables advertisers using their own data, which could include prior Web browsing activity, to reach consumers when they are on Facebook. - FBX is also designed so that Facebook does not gain access to this data.


    Further, to ensure that DSPs do not gain access to Facebook’s user profiles in order to retarget when the user leaves Facebook, Facebook hosts the final ad creative and serves it to Facebook users through its servers.


    This is a change from the general model in which the DSP serves the ad, including the AdChoices Icon."




    This very change (away from the general model in which the DSP serves the ad), is a positive step closer to an eventual (Looksmart) "Web-Wide Ad Network" -or, real time search intent based (global) marketplace, that I feel is coming.


    With Facebook the publisher (in fact - all publishers in the Open marketplace) signaling a coded IP "ID" of an available impression, this allows other advertisers targeting the search based user intent through Looksmart's marketplace to compete against those other kindd of (as above) interest-based ads - from advertisers served through the Facebook Exchange.


    This is provided (and also assuming it to be the case-in finding a user on Facebook), Looksmart (at all times), get to serve the ads.


    This not only protects a publisher's user data (for all publishers across the marketplace), it allows Facebook's own advertisers to compete for these unique, search intent based - - and very much PLA-like impressions even when such an impression is available, on Facebook. (Is how I'm seeing it all.)


    How interesting.


    5 Feb 2013, 04:09 AM Reply Like
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