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New Tier 1.5 providers with Audience Reach beyond the Tier 1 engines

AOL's Advertising.com is now into "pure play audience buying", across the [entire] web and (like Microsoft, Google, Yahoo, et al), AOL will NOT be controlling that secondary (or, the remnant?), global marketplace operation. - [Taken from my previous two InstaPosts]

So this new (my claimed - - - Looksmart) Secondary Marketplace is (or, will mainly be), all about audience buying. (It would appear so)

In a recent SearchEngineWatch article, LookSmart Marketing Manager Kaley Dobson writes, that she thinks:

"marketers have more time to explore new partnerships in the broader search advertising market, namely with ad networks."

The ad network model is not dead, she says.

http://searchenginewatch.com/3641841

Just who are the 'new' Tier 1.5 ad networks?

Basically they are:

< Ad networks that are able to effectively aggregate thousands of individual traffic sources together -- and offer access to a significant number of queries per day -- serve as a one-stop-shop to reach a significant additional audience beyond the large search engines.>

The targeting of
'users' (at each individual impression point) and in being 'enabled' to offer access to a significant number of [such] queries per day (I strongly believe), is the basic story of what a Looksmart marketplace will provide to all it's Tier 1.5 AdCenter advertising network members that get to qualify or, participate.

They (the surviving Tier 1.5 ad networks - and according to Looksmart's Kaley Dobson) will all be enabled to then offer the following (excellent), fundamental attributes. It would very much appears so.

* Search retargeting.

* Real-time bidding with set bid parameters based on different conditions.

* Adjusted CPC based on real-time feedback from the marketplace.

Looksmart (who today announce it's Q4 2010 LookSmart Ltd. Earnings Release - After Market Close), doesn't ever give much away at all and continues to 'play it's cards from it's chest', I feel.

LC

Disclosure: Long LOOK and happy to be so ....