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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
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  • Welcome to Looksmart's (global) AdCenter marketplace, Folks!!

    "I had gone as far as suggesting that it was almost a case of Omniture actually 'standardising' Analytics - And that a 'Line in the sand' had clearly been drawn"

    I'd even suggested that the real important publishers and advertisers on the web had now gravitated towards the Omniture set of analytics and the use of the Click Forensics (click fraud) detection expertise.

    [The full set of partnerships include: Eyeblaster, DoubleClick for Advertisers, Microsoft Atlas, APT from Yahoo!, PointRoll, Mediaplex, Adform, EyeWonder and D. A. Consortium. ]

    And thereby (subsequently), making life just that much easier for publishers in their doing so.

    Smaller publishers are getting scewed it would seem. There are clearly too many 'fingers are in the pie' - I'll let the following tell you why..

    < recently asked several members of the advertising ecosystem about "Middlemen" and, specifically:

    "Are there too many parties trying to insert themselves into the online advertising value chain? How do you see this playing out?">

    This piece contained in an article from Jerry Neumann (describes as an angel investor), just about tells it all.

    < Publishers right now are price takers. 

    There are two ways they can increase CPMs: make the marketers dumber by forcing them to forgo the quantitative marketing tools they have adopted, or make themselves smarter by adopting some quantitative marketing tools themselves.  The smart ones are working on the latter. - This means more intermediaries, not fewer.

    In the next few years, the tension between having many intermediaries--allowing control of and learning from the process--and having few intermediaries-reducing transaction costs--will be resolved by there being three direct intermediaries at most: buyer's agent, seller's agent and marketplace (supported by various technology and data providers, who will not themselves be intermediaries.) 

    To get there, each intermediary must become completely transparent to its clients.  No more black boxes. 

    Buyer's agents and seller's agents must move away from being arbitrageurs and return to the traditional professional services function of trusted adviser.>

    Absolutely !! 

    So, for every "single" transaction then, [we] would see:

    Just the ... "three direct intermediaries at most: (1) buyer's agent, (2) seller's agent and (3) marketplace. (And, with all supported by various technology and data providers, who will not themselves be intermediaries.)"

    [Welcome to Looksmart's (global) AdCenter marketplace, Folks!!]

    But I do feel strongly, that we will get see the 'core' of it evolve a whole lot sooner than in .. "the next few years".

    Disclosure: Long and strong on LOOK

    Mar 23 7:21 AM | Link | 1 Comment
  • LookSmart has partnered with various bid management tool providers
    David Warmuz from Melbourne Australia, is the founder and president of Trellian and is described as 'one of the good guys' at the 2007 Traffic NYC show.
    This brief article (and a video interview) hilights that David Waruz is clearly one of the pioneers in the search engine world and (as it is said), is a person who had recognized early that, .. 'there’s money in them thar domains'.

    [Brett Tabke interviews David Warmuz (Trellian)]
     David's wife (Michelle Warmuz) is listed as Editor of two successful online sites in and Magazines - Trellian (more than likely) are Looksmart 'private labeled' AdCenter publisher partners, IMHO. 
    Looksmart AdCenter -  
    Can I use third party tools to manage my campaigns? 
    Yes. LookSmart has partnered with various bid management tool providers. Using a centralized interface, you can manage bids, track results of all online marketing efforts and manage creatives across multiple networks. 
    To date we have launched partnerships with APEX Pacific, BidRank, ClickTracks, LivePerson, MakeMeTop, Omniture, Trellian and Atlas.  
    ****************** lists just a 'sprinkling' of the domain names under the control of The Warmuz empire, of Melbourne. is delegated to two nameservers, however both delegated nameservers are missing in the zone and two other nameservers are listed instead. All nameservers are at There are two duplicated IP numbers. Some of them are on the same IP network. Incoming mail for is handled by one mailserver also at has one IP number , but the reverse is,,,, and at least 15 other hosts point to the same IP and also shares both nameservers and mailservers.,,,, and at least ten other hosts point to the same IP and also shares nameservers.,,,, and at least 37 other hosts point to the same IP and also shares mailservers.,,,, and at least 41 other hosts point to the same IP.,,,, and at least 26 other hosts share both nameservers and mailservers with this domain.,,,, and at least 28 other hosts share nameservers with this domain.,,,, and at least 77 other hosts share mailservers with this domain. is hosted on a server in United States.
    I went for one site (at random) in - The Link (from Robtex - Visit took me to:

     This site (by default) promotes the Co's award winning web site promotion software and shows a list of sites they can arrange Paid Inclusion for, including Looksmart.

    .."Our Search Engine Submission service will submit your website to 100's of Search Engines and Internet Directories, optimizing your website promotion time and driving more traffic to your website with the least amount of fuss." They do advise that..'The standard package offers registration to approximately 300 search engines' (And they list them, too) 
    Trellian's '' site has an adult (erotic) section
    Now, Megaclick (see down below) is an interesting site (& would appear, is very much so 'in touch with scale, as) it tells that it engage in online adverts that will reach target audience through a large global network of publishers. - It provides easy ad placement feature and state-of-the-art optimization algorithm. - It offers webmasters to fully exhaust content monetization capabilities of their websites. 
    In the USA  a recent (2009) nationwide study (pdf) of anonymised credit-card receipts from a major online adult entertainment provider finds little variation in consumption between states. It quotes ...
    < AVN Media Network, an adult entertainment trade publication, reports that U.S. online adult entertainment in 2006 reached $2.8 billion of revenue, a 13 percent increase from 2005.> 
    Site (Traffic and Domain) details
    Trellian Ltd 
    6-8 East Concourse 
    Beaumaris, VIC 3193, 
    Domain Name: 
    Registrar: ABOVE.COM PTY LTD. 
    Whois Server: 
    Referral URL: 
    Status: OK 
        Registrant: Domain Privacy 
        8 East concourse 
        Beaumaris VIC 3193 AU Tel. +61.395897946 
    Tenant: [Optimised & Promoted by Trellian]  
    Domain Name: 
    Registrar: ABOVE.COM PTY LTD. 
    Whois Server: 
    Referral URL: 
    Status: OK 
 - Site Info from Alexa
    Noble Developments Inc. 1516 E. Tropicana Ave., Ste 238. Las Vegas, NV 89119. US domain [at] Is this your website? ... 
    Show map of 1516 E Tropicana Ave, Las Vegas, NV 89119 
 - Cached - Similar 
 - Site Info from Alexa
    Noble Developments Inc. 1516 E. Tropicana Ave., Ste 238. Las Vegas, NV 89119. US domain [at] Is this your website? ... 

    Noble Developments Inc
    1516 E. Tropicana Ave., Ste 238 
    Las Vegas, NV 89119 
    US - domain [at] 

    (And through Megaupload, is a "sister site" to MegaPorn
    Megaclick engage in online adverts that will reach target audience through a large global network of publishers. 
    It provides easy ad placement feature and state-of-the-art optimization algorithm. 
    It offers webmasters to fully exhaust content monetization capabilities of their websites. 
    It is owned and operated by MegaUpload Ltd. located at Room 1204, 12/F, Wan Chai, Hong Kong. 
 was registered on January 4, 2004 through DotRegistrar, llc and has a google pagerank of 5. 
    It is popular in the US, Japan, Spain, Russia, Brazil, France, Mexico, Italy, India, UK, Poland, Taiwan, Germany, China, Argentina, Canada, Egypt, Indonesia, Thailand, Malaysia, Iran, Colombia, Belgium, Australia, and Philippines. 
     Megaupload is an online Hong Kong-based company established in 2005 for the use of uploading and downloading files.  - It includes a video browsing section in the site Megavideo as well as a sister company called Megaporn (formerly Megarotic) which hosts uploaded pornographic content, but provides no free services. 
    Megaupload, Megaclick or, Megavideo, it sure is a (Mega) "growth" business to be in, it would seem?
    Trailing 7 days Trailing 1 month Trailing 3 months Trailing 6 months Max
    And it takes me back to understanding better the "favorite line" in the Brett Tabke interviews David Warmuz (Trellian) SES interview. (Coming from David Warmuz, when he was asked about, just how the Domain business was going):
    "There’s a lot more money in this one little room than all of AdTech or all of SES put together, and that’s probably the best way to sum it up."
    All (the above is) just a little "guess-work" although it would appear there is a connection to having global reach and a secondary advertising marketplace to operate within.

    One that engages in online adverts that will reach a target audience through a large global network of publishers, that will (no doubt) "grow" even more, in time.
    LOOK: 3:56pm ET: $1.04  Up $0.0802 (+8.36%) 

    Disclosure: Long LOOK and happy to be so.
    Mar 23 1:51 AM | Link | Comment!
  • Looksmart - "We have signed Facebook" - AdCenter deal
    Facebook had just 9 million users (members) at the time. Yet, some Looksmart shareholders had reason to be excited. Lots were happening in those early years of Facebook in spite of a number of (the usual) 'furphies' that were always a-plenty. ......

    It was Loren Baker (posting from in his SearchEngine Journal), who had reported one of the very strongest of rumours at the time, when he told all, of......  

    "Yahoo Buying Facebook for $1 Billion.

    He had also 'noted' that:
    "Facebook currently serves banner advertising provided by the Microsoft adCenter network and also utilizes the Looksmart AdCenter enterprise technology for serving their own ads." .

    Andy Beal (Marketing Pilgrim) wrote:

    Does Microsoft, Facebook Pact Leave LookSmart Out in the Cold? .

      < .........Late Tuesday evening, Microsoft announced that Facebook had agreed to allow the software company to provide search & advertising listings to Facebook’s 9 million users. The Wall Street Journal reported that the arrangement was for three years.
    So where does this leave LookSmart? Jilted at the altar?

    recently announced  [Note: This Link that had Looksmart's CEO advising of the Facebook AdCenter deal - has long been "killed"], the same type of deal with Facebook and I met with CEO Dave Hills recently and he seemed very excited to have Facebook as an ad-partner.

    [That the "deal" was announced in a CC (or, it may well have been a webcast?), has no doubt, in that I had heard it myself. A number of times, in my replaying of the broadcast.]
    < So has LookSmart been dumped, or is there still room for them? I’ll email Dave Hills and let you know what he has to say.
    UPDATE: Here’s a statement from LookSmart’s PR contact, Carmella Lyman. "It's my understanding that the deal is still on."  We’ll let you know if CEO, David Hills, adds anything else.> 

    Facebook remain most likely to be a "strong" (private label) Looksmart AdCenter partner and would appear to me, to have been for all these years. IMHO.

    No mention of Facebook in my previous two InstaBlog posts [Looksmart's CEO told, that shareholders expect much more than is given] and likewise, none in the following  [Looksmart - Circumstantial evidence - Microsoft/Newscorp... or, both?], yet (again), more recent circumstantial evidence found may prove that the initial Facebook partnership with Looksmart, still very much stands.
    The news around Adobe's Omniture (alone) is compelling and is a strong link to the (neutral) "inter-connecting" Looksmart AdCenter (compatibility), equation. In my blog [ Looksmart to report it's Q4 2009 on 11th of March? ] there was some earlier news of:
    Omniture - Content Network Optimization

    *Create campaigns for the Google, Yahoo! and M [Microsoft] content networks from a single interface

    * Measure cost per acquisition increases separate from keyword search ads

    *Eliminate underperforming content network ads

    SearchCenter [Key Features]

    Looksmart's AdCenter (and, with it's private labeled API for both publisher and advertiser) is designed specifically to (also) provide a 'separation' for the larger portals, and certainly would be the case, with any Facebook involvement. This unique feature will prove most efficient in allowing both the Microsoft and Yahoo entities, to then "compete" against each other, in (or, through-out) their 10 year search and advertising "deal". (More on that in another post).

    And as is the case with Omniture, the Omniture Publish is a "full-on" involvement with publishers (plus analytics and advertisers), so they (too) have that "need" to remain 'neutral" in their SearchCenter offerings.
    < Facebook advertising is getting more deeply integrated into this service, called SearchCenter Plus.  Omniture has been active on Facebook since last year, although without an official partnership. It already offers tools for tracking traffic on Facebook applications as part of its SiteCatalyst web and mobile analytics service for advertisers; we’ve mentioned it in use by 1-800-Flowers’ Page.> 

     I had gone as far as suggesting that it was almost a case of: 

    Omniture 'standardising' Analytics - 'Line in the sand' clearly drawn -

    In my comments here [5 comments] I introduced China's Baidu and a "refresh" of a number of Looksmart announcements over the recent years - - - - that do show Omniture as being a long time partner of Looksmart.  Giant (China's Google?) Baidu are also doing a deal with suspect AdCenter partner (with LinkShare's parent Co), in Rakuten. (Besides, a controlling 'interest', in Thailand)

     < Omniture doesn’t appear to be getting any sort of special access to Facebook data, or to customers, through the deal. Rather, this is about bringing Facebook getting more access to big advertisers through Omniture; it makes money here by selling access to its high-end services.>
    <There are only a few companies [suspect, too] who help advertisers buy Facebook performance ads via the advertising APIs in beta today, like 77 Agency, Techlightenment (see Notes, below), TBG London and Tradimax.> 
     < Specifically, here’s what’s how it works. Omniture’s SiteCatalyst tool measures demographic segments, number of friends, types of social activity, friend invites, what portion of an app users spend time on, and how all of this engagement leads to actual sales. It launched a Facebook app measurement version in late May.
     The tool has now been integrated by Alvenda, a company that builds white-label storefront widgets for companies including 1-800-Flowers; the florist’s storefront, launched in early July, lets consumers on sites like Facebook make purchases without having to leave the page.>
    < LinkShare clients are Fortune 500 and prominent companies doing business online, and include J.C. Penney,, American Express, Avon Products and Dell. > 

    Both Click Forensic & LinkShare on the same panel & the "keynote" speaker is one of LinkShare's leading online customers, in 1-800>

    ClickForensic appears to be a 'most commonly' used, by all partners.

    [PromotionWorld : Yahoo and Click Forensic Shall Now Fight Click Fraud]
    Alvenda - Board of Advisors  -
    Alvenda has organized a team of industry visionaries and leaders to help us develop a valuable offering for our customers and a strong growing company. Tom Kersten - National Industry Director, Microsoft Advertising - Hellooo?

    Tom Kersten, Microsoft Corporation - NRF 100th Annual Convention ... - Cached
    National Retail Director Microsoft Corporation Seattle WA United States. Tom currently drives the Retail industries' advertising strategy for Microsoft's ... Tom also sits on the Board of Advisors for Alvenda Corp, a commerce based ...]

     Moving along:
    Largest Ad Network on Facebook, LifeStreet Media, Acquires Ad Network Business ... - - ‎Mar 1, 2010‎ -For more information:
    visit: The SocialCash team is an eclectic mix of developers and advertising industry experts. ...

    (See note below re; traffic to and from

    Trailing 7 days Trailing 1 month Trailing 3 months Trailing 6 months Max
    proven success
    Since 2005, LifeStreet Media has grown to become one of the largest players in online media. We reach millions of consumers across the globe each month, serving over 8 billion impressions on the largest social networks and web publishers. -

    real-time reporting
    Our online reporting platform has been earning rave reviews. It gives you 24/7, real-time access to your reports so you can easily monitor your revenue by hour, day, week and month. Click here to check it out. Image 2 Image 3.

    reaches millions of consumers across the globe each month, serving over 8 billion impressions on the largest social networks and web publishers.-
     And yet another (potential) private labeled AdCenter partner of Looksmart. In my opinion as always. And why not?

    Disclosure: Long LOOK - Happy to be so.

    Notes: (The "French Connection" wasn't paid his 'bonuses' for nothing, ok?)

    Vivaki partners with Facebook for social media launch, BzzAgent, Converseon, GoViral and Techlightenment, will combine with a number of Publicis ... partnerships with and Techlightenment, VivaKi agencies will have the ability to access social ... to participate directly in the social web through the development engaging social experiences. Techlightenment ... By Staff / Brand Republic 06-Mar-09
     Techlightenment - search - Brand Republic - search results from ...

    It is clear that this IAC owned site may have a lot to do with traffic relating to LifeStreetMedia.
    Trailing 7 days Trailing 1 month Trailing 3 months Trailing 6 months Max
    Images. |. News. TM, ® + © 2002-2010 Mindspark Interactive Network, Inc. All rights reserved. An IAC Company. Help | Policies.

    According to eHow ...

    MyWebeSearch is a toolbar that you can download for your web browser. It allows users to search anywhere from the web using popular search engines such as Google, Yahoo, LookSmart and

    [So, it's fair to say that LOOK are there in the "mix" with AdCenter, no?]

    Mar 22 1:14 AM | Link | 3 Comments
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