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  • Facebook Will Buy Microsoft's Atlas - Here's Why [View instapost]
    .
    On page 21 of Looksmart's amended report (linked above), the company explains the following:

    < Traffic Acquisition Costs

    We enter into agreements of varying durations with our distribution network partners that display our listings ads on their sites in return for a percentage of the revenue-per-click that we receive when the ads are clicked on those partners’ sites.

    [Looksmart pay it's search partners this share - for RT keyword search intent.]

    We also enter into agreements of varying durations with third party affiliates. These affiliate agreements provide for variable payments based on a percentage of our revenue or based on a certain metric, such as number of searches or paid clicks.

    TAC expense is recorded in cost of revenue, and is based on a percentage of revenue. >

    Yes ...." in return for a percentage of the revenue-per-click that we receive when the ads are clicked on those partners’ sites."

    Traffic acquisition costs (TAC) for LookSmart's Ad Networks were recorded as being 60% in the third quarter of 2012. The company had sneakily declared (only) a $300,000 Q/Q increase in advertising networks revenues.

    Looksmart's stated Average Advertising Network RPC for Q3 of 2012 was $0.066. -This to me is clearly a matrix type calculation. Looksmart says, "a certain metric"? [CPC+eCPM] And a revenue number that's calculated, after [which] the average TAC of 60% has to be paid out to those search engines providing the search intent associated with all billable paid clicks or, eCPM impressions had.

    In fact, I had stated that:

    The total paid clicks for the third quarter of 2012 were 55 million x's $0.066 ='s $3,630,000 & from this total coming from the Advertising Network comprehensive income received, TAC is then paid.

    http://bit.ly/UUucXe

    And as was pointed on in my post (linked below) there's another $522,000 added to it's debtors (compared to Q2) or, in total, some $0.82M more revenue than the $3.6M had in Q2.

    http://bit.ly/SK2NJL

    Sooner or, later this market is going to realise that Looksmart are 'pulling the wool' over people's eyes, in just how revenues are now being declared. (Being, Comprehensive Income.)

    ..Advertisers are paying publishers direct (for billable impressions had in Looksmart's marketplace) and Looksmart then pays TAC to it's search partners (60% of $3.63 in Q3), from the revenue-per-click that it receives.

    I feel it represents a total 20% of the total advertiser's spend.

    This would mean that ($3.63 + $0.522 =s $4.152 X's 5 ='s), some $20.76 million was spent by advertisers in the Q3 period. That's a considerable rise when compared to the ($3.6M X's 5 ='s) $18M that advertisers spent in Q2 !! An increase of $2.76M Q/Q, thank you.

    LC
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    Dec 9 09:05 PM | Likes Like |Link to Comment
  • Yahoo! Continue CENSORING Of Posts To It's Message Boards [View instapost]
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    Vince Martin has just about had a gut-full of Yahoo, too!! Vince says in no uncertain terms:

    "There's a reason Yahoo!'s US operations are so little valued by Wall Street. They just can't get out of their own way"

    http://bit.ly/VYkOEP

    LC
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    Dec 9 08:28 PM | Likes Like |Link to Comment
  • The Problem Relating To A Lack Of Viewable Impressions - A Solution Is Coming Soon? [View instapost]
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    ..."If 2012 wasn't the year of the viewable impression, it was certainly the year of the article about the viewable impression. And coverage is, unsurprisingly, heating up while adoption spikes as we approach Q1 2013." (Kirby Winfield, the Senior Vice President, Corporate Development, for comScore - on his blog.)

    http://bit.ly/TVydew

    I've made many a mention of viewable impressions here, myself.

    http://bit.ly/Tw6qop

    LC
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    Dec 6 03:31 PM | Likes Like |Link to Comment
  • Looksmart's Shareholders (Beside The CEO) Are Entitled To Be "Discontent" Too! [View instapost]
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    Swanson1 has made a total of 76 comments in discussing Looksmart's future with me. He has now gone into 'hiding' for whatever his reason for doing so.

    http://bit.ly/MpWYM5

    Was it to do with my posting of LookSmart's Benoit Vatere interview with Webmaster Radio at SES SF? http://bit.ly/pcRKQs

    An interesting column by Jay Seideman, Director of Sales, Exchange and Targeting, Microsoft Advertising (@AdExchanger today) supports what Looksmart are about.

    < 3. Networks still aren’t dead. Well, some might be.

    "This year, as exchanges further democratized access to display inventory for all buyers, proprietary data and multi-screen executions turned out to be the hottest differentiators.

    Players who have rich data at scale, from sources like search or an active user base, hold a massive advantage.

    Companies who can articulate and execute against multiple screens to find audiences across display, video, mobile and, in our case, Xbox, will thrive." >

    http://bit.ly/YyqCdy

    Yes, rich data at scale, from sources like search is what Microsoft's Jay Seideman writes of. - - - And this is exactly what an independent Looksmart global audience marketplace is all about! Looksmart's Benoit Vatere has said: "we have about 3 billion queries per day.." (Exclusive search queries data)

    LC
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    Dec 5 01:32 AM | Likes Like |Link to Comment
  • Looksmart's Shareholders (Beside The CEO) Are Entitled To Be "Discontent" Too! [View instapost]
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    "False words are not only evil in themselves, but they infect the soul with evil." ~ Socrates
    Dec 4 04:32 PM | Likes Like |Link to Comment
  • An RTB Global OPEN Marketplace 'Handling' Up To 100 Billion 'Events' Per Day! [View instapost]
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    It has nothing to do with being a (so called - your words) "expert" but more to do with what Looksmart's Benoit Vatere (the Co's VP of the Distribution Network) has to say.

    And you simply want to disregard this?

    LC
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    Nov 30 08:00 PM | Likes Like |Link to Comment
  • DNT And Sharing PII. - Simplify It All And Build Some Integrity?  [View instapost]
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    " In spite of the counting issues, there is little doubt that the Viewable Impression is going to be a cornerstone of our industry in the near future."

    "For publishers, it makes sense to start looking at their inventory and perform a thorough analysis of the ad units that are in view vs. those that are not. The concept of Viewable will no doubt greatly impact a website’s inventory availability, and have a big effect on its revenue yield. Peter Naylor, of NBCUniversal, in a recent AdAge article warned publishers to quickly prepare for Viewable or risk a “painful fate.”

    However, until such time where methodologies and technologies become more consistent through audits and certifications, it will be difficult to use the Viewable count as the basis for billing. In the meantime, the publishers and agencies getting an early jump on the technology will set the pace and tone for the rest of the industry."

    http://bit.ly/QuoVct

    LC
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    Nov 30 03:31 AM | Likes Like |Link to Comment
  • An RTB Global OPEN Marketplace 'Handling' Up To 100 Billion 'Events' Per Day! [View instapost]
    swanson1...

    You do make a valid point with: "And the 0.66 is not calculated after TAC - that is not how PPC networks report figures."

    From what I had posted-here's the necessary changes, I've made:

    Looksmart's stated Average Advertising Network RPC for Q3 of 2012 was $0.066. -This to me is clearly a matrix type calculation. [CPC+eCPM] And a revenue number that's calculated, after [which] the average TAC of 60% has to be paid out to those search engines providing the search intent associated with all billable paid clicks or, eCPM impressions had.

    In fact, I had stated that:

    The total paid clicks for the third quarter of 2012 were 55 million x's $0.066 ='s $3,630,000 & from this total coming from the Advertising Network comprehensive income received, TAC is then paid.

    http://bit.ly/UUucXe

    Discuss further, s'il vou plait? :)

    LC
    Nov 30 01:38 AM | Likes Like |Link to Comment
  • An RTB Global OPEN Marketplace 'Handling' Up To 100 Billion 'Events' Per Day! [View instapost]
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    "Looksmart does not work with Google and Yahoo, there is no 'winning bid'. .....You have made some seriously invalid assumptions based on bits and pieces of press releases." - - "Looksmart DO NOT work with Yahoo and Google and don't earn any income from them. .....You may believe that to be the case."

    I've got news for you swanson1. -

    It was on August 24, 2011 @ SES when Looksmart's Benoit Vatere (VP of the Distribution Network) clearly described how Looksmart is not only a search network but that it now operates to buy intent .....

    Listen [here] to what LookSmart's Benoit Vatere had to say in an interview with @WebmasterRadio at SES SF: http://bit.ly/pcRKQs

    Benoit Vatere (who deals with the publishers), tells all that Google and Yahoo are both looking for bigger margins.

    You really do need to 'get you head out of the sand' and have a listen to this:

    [On Search Queries]

    ......"we are touching these users through search queries, a good indication of intent ....how can we follow these users"?

    He says he's "dealing with the publishers" ....to get 'that good traffic' ..,,,,,..it's complex..."where the eye-balls are".. "how do we follow those guys..the users." ? [Its clear]

    [From search] "Google and Yahoo are looking for bigger margins"!!

    "......through "key-word" search... search, display, social and mobile, video...different ways of touching the user .. we follow users showing search intent....... image, rich media ..yes ..we are getting into this... we....position ourselves to the OPEN market..."

    ...."we are looking at the IP ... the individual user ..........but we do watch for IP's with 5 or, 6 clicks....building a quality score"

    Video?

    [Vatere says] "Google helps [us] a lot with this, with video.. we have same standard as Google has .. it's easy for them to get it to us... "

    "we [Looksmart] have search, display, social (Facebook & .... ) and mobile video .. different ways of touching the user.. we follow users showing search intent... image, rich media ..yes ..we are getting into this.......we want to position ourselves to the OPEN market..."

    "We are taking advertisers on. on a CPA [CPC] basis. .......We own this network.. We know this traffic...we take all the risk with them."

    Asked about Size? (Note 'explicit search [search traffic]')

    Benoit Vatere says in reply: .... "we have about 3 billion queries per day, includes explicit search (search traffic), domains traffic, E Mail, 'in text' as well, close to 4000 publishers focusing on quality."

    As a long term shareholder swanson1 ... Should I be taking notice of Looksmart's VP of the Distribution Network or, you? Being a person who has no idea of any of this-as has been explained to you, above!

    Or, is Looksmart's Benoit Vatere simply making these claims, that you consider are similar to other 'invalid assumptions' that I've based - from Looksmart's conference calls or, Company press releases.

    LC
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    Nov 30 01:01 AM | Likes Like |Link to Comment
  • DNT And Sharing PII. - Simplify It All And Build Some Integrity?  [View instapost]
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    That need for viewable ads (viewability) has had many mention here within my instatblog entries.

    http://bit.ly/Tw6qop

    "Viewability Is Key to Clicks"

    This study (by MediaMind) explains how click-throughs rose by over 50% for in-view ads

    LC
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    Read more at http://bit.ly/V9EdQU
    Nov 30 12:14 AM | Likes Like |Link to Comment
  • Looksmart's enviable "INDEPENDENT" position is missed by the market [View instapost]
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    In this world today, you just never know. In that there's a certain need to always expect, the unexpected.

    According to this series of posts to/on INUV's (Yahoo Finance) message board today, it would appear that the Patent for the ValidClick (click fraud) technology has now been granted - to Inuvo.

    ***********

    Re: Patent Granted 11/27/12
    By leadgenjeff . Nov 28, 2012 4:54 PM . Permalink Go to topic

    ValidClick is an owned property of Inuvo. It is now known as Inuvo Search
    ----------------

    Patent Granted 11/27/12
    By thinktank1999 . Nov 28, 2012 4:35 PM . Permalink

    I just spoke with the United States Patent & Trademark Office (UPSTO) by phone at 4:27 PM today (Wednesday). They confirmed with the Appl. No. 11/258,977 that the patent was indeed granted on 11/27/12. However, the person I spoke with stated that the patent is associated with Validclick, Inc (North Kansas City, MO). Not sure if this has anything to do with Inuvo? Is it possible that John Linden and his partner have sole propriety rights to this and not Inuvo? I copied the abstract below from website:

    United States Patent 8,321,269
    Linden , et al. November 27, 2012
    ______________________...

    Method for performing real-time click fraud detection, prevention and reporting for online advertising

    Abstract
    The present invention provides a method of detecting fraudulent clicks in an online environment to reduce fraudulent paid clicks for online advertisers. The method includes server side and client side code which combined enables a click verification web site to identify valid and invalid clicks and in real-time prevents advertisers from getting billed for fraudulent activity.
    ______________________...
    Inventors: Linden; John (Parkville, MO), Teeter; Tobias (Joplin, MO)
    Assignee: Validclick, Inc (North Kansas City, MO)
    Appl. No.: 11/258,977
    Filed: October 26, 2005

    http://yhoo.it/Qrngo4
    ***********
    I've made mention of both John Linden and ValidClick in previous posts. - http://bit.ly/TmD6xf

    My original (above) instapost was published on Apr 15, 2010. I've since added the following to it:

    [3/3/2011 - I now feel that a 'swap' of Looksmart's own 'piss-fart' ad network - The LookSmart Network - that it has been 'hiding' behind for so long now - will be surfice to complete the INUV/FICO deal. With INUV then getting to become its own 'mini exchange' and a global player.]

    You just never know.

    LC
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    Nov 28 09:12 PM | Likes Like |Link to Comment
  • Could Chango (With Its Recent $12M In Funding) Now Buy Looksmart's Ad Network? [View instapost]
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    < 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
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    Nov 27 06:44 PM | Likes Like |Link to Comment
  • An RTB Global OPEN Marketplace 'Handling' Up To 100 Billion 'Events' Per Day! [View instapost]
    .
    Just like to clarify a few of my interpretations, swanson1. Be sure to understand all this.

    < This means that the CPC (based on the above) was ~ $0.1650 and that's some 65% better than your 'elsewhere'>

    Looksmart's stated Average Advertising Network RPC for Q3 of 2012 was $0.066. -This is clearly a revenue number that's calculated, after the averaged TAC of 60% has been paid. [Total paid clicks for the third quarter of 2012 were 55 million x's $0.066 ='s $3,630,000] and from this Advertising Network comprehensive income received, TAC is then paid. - http://bit.ly/UUucXe

    < Both Google and Yahoo receive all of $0.99 from Looksmart. >

    This 'typo' is clearly wrong. As it is meant to be, $0.099c that is paid for the (keyword/s/keyword phrases) 'search intent' as received, and off the stated 'averaged' billable impressions or, clicks.

    It's very important to note (and it is my own reckoning, only), that the Co is getting 20% of an advertiser's winning CPC or, CPM charge.

    This means that the remaining 80% is being paid direct (and that's from the advertiser), to the publisher. In this exercise, it's paid to both Google and Yahoo.

    Now if that $0.1650 (Looksmart's retained $0.066 and the $0.099c paid in TAC) represents just 20% of the 'averaged' billable winning bid /CPM component or, impression cost - it would mean that the 80% that Google and Yahoo receive direct will have been some 4 times that amount or, $0.66. The search engines actually (including your stated 7Search), get to handle 90% of the billable click amount.

    This then makes the 'averaged' winning CPC or, CPM for targeted 'intent based' audiences or, individuals (as are found in Looksmart's exclusive performance marketplace), a total of $0.8250

    For impressions or, winning (CPC) clicks had on publisher pages that are not from their own O&O sites, both Google and Yahoo then pay their respective publisher network partners, from this above total.

    Believe it or, not?

    LC
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    Nov 25 04:09 PM | Likes Like |Link to Comment
  • An RTB Global OPEN Marketplace 'Handling' Up To 100 Billion 'Events' Per Day! [View instapost]
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    .."The thing is I can get my traffic cheaper via other networks direct rather than going to Looksmart who all they now can do is feed into those networks."

    Looksmart are just about 'over' arb players like you. Your type will be destined to always be small-time players in tier 2 distribution plays.

    "For example why not go to 7Search direct, who have great quality traffic and who Looksmart feed your ads into. So you go to Looksmart and get your ads syndicated into 7Search - why do that, just go to the source for cheaper?"

    swanson1 - When are the 'pennies going to drop' for you and others, I wonder?

    Yes, Looksmart will be finding individual impression on the likes of 7Search, but on a real-time CPM/CPC basis & dealing only in search intent targeting. (Again- In some cases already, that's adjacent to search results - the SERPs or, wherever they next 'land' within the publisher base, so to speak.)

    "Well thats what we are all doing - hence the decline in looksmarts performance."

    And where you are destined to be or, until your advertisers 'wake up' to both your middle-manning type-- and that there's way much better value in 'intent' buys.

    Looksmart (effectively) are cutting out the middleman and as and when they roll-out 'the daddy of them all' - and capture the market opportunity by integrating Search and Display (globally) - with the exclusive selling of value- with those user intent based ads placed along-side the very same SE's SERPs of those who're providing Looksmart (exclusively), with that RT search intent data - it's then swanson1 my friend, that you will never in a life-time witness anything like the 'rags to riches' story, that Looksmart is destined to become.

    Okey Dokey? - LC
    .
    Nov 24 10:06 PM | Likes Like |Link to Comment
  • An RTB Global OPEN Marketplace 'Handling' Up To 100 Billion 'Events' Per Day! [View instapost]
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    "Those TAC are paid to their publisher networks which are mostly toolbar, adware and similar businesses like AdOn, TrafficVance etc. They aren't Google or Bing."

    HMMm? I have just proven to you why you are so wrong in continuing down this road and in having such a blinkered view. OK?

    "Yes there are two sides to the business, but served on the same network - just trying to maximise the value of the impressions - so it isn't a different publisher network, except from working with other RTB networks downstream."

    That's until Looksmart sells it's ad network, you mean.

    THEN, Looksmart's unique and fully independent marketplace becomes so important to advertisers. Especially when the likes of Facebook (a certain starter in the 'user intent' marketplace) have a need to find an 'entry point', besides needing separation - One that can appease both it's own advertisers, who will then be finding a 'user intent' target on Facebook at a fair & equitable price - when competing with other advertisers for the same impression.

    "Forget those statements before this - they aren't current or relevant."

    They were made as recent as July 17th 2012 (in reply to PEEK) and are the very essence of what Looksmart are now about.- Again, you clearly can't see this as being so.

    "Look at it this way - say they post a 2 million loss Q4 which is a decent 20% ish reduction in losses."

    Re; your statement on losses - I'll declare right here & right now, that a return to profitability for this Q4 period, looks very likely to me.

    Gee ...I've just completed queries in your 1st 2 replies already!

    LC
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    Nov 24 09:37 PM | Likes Like |Link to Comment
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