In a MediaPost article [Google Rebuilds DoubleClick Search] we are told news that ......... Google's DoubleClick plans to roll out the next version of its search platform later this year. [And]..... The company is testing it with select partners on Tuesday.
The article (also), contains the following:
< The platform, now completely rebuilt on the Google technology stack, aims to improve workflow by simplifying navigation with an AdWords-like interface and refined reporting options.
The technology stack supports mounds of data and quick processing power. Google built the front end on Gwt, which generates applications in minutes and looks and feels similar to those on a computer desktop, says Ariel Bardin, product manager and director at Google. "Data loads quickly into tables, so it's very fast," he says.
U.S. ad spend should reach $18.84 billion in 2014 -- up from $12.37 billion in 2010, estimates eMarketer, although the numbers lump in paid search, contextual text links, paid inclusion and search engine optimization.
Paid search will get the majority of the budgets. DoubleClick Search v3 allows large brands to manage campaigns with millions of keywords. It's not a new AdWords tool for all, but geared toward brands building out large campaigns across Google, Microsoft and Yahoo search engines that support volumes of data.>
Did that really say .... "geared toward brands building out large campaigns across Google, Microsoft & Yahoo search engines"?
The question is then .... How will Google get to 'engage' it's brands (across all networks) and just how will they ALL be 'separating' that precious data (on their users), held by the likes of the Google, Microsoft and Yahoo search engines?
Yes, they WILL be in need of an "inter-connector" that can allow them (their brand advertiser's) access to 'targeted users' across or, on each other's network. And I feel specifically (in the 1st instance), that it may relate to much improved performance based marketing means and (what becomes, a 'blind') "re-targeting" of users - without a shadow of doubt in my mind. (See Criteo here:)
So, with Looksmart now moving to the CPV (cost per visit) and CPA (or, cost per action offering - - for it's impression customers), one can only now guess just how well Looksmart are placed in this whole equation that's just around the corner. It can only be huge! With billions upon billions of impressions 'managed', daily.
Oh ... while we are on the subject of separation and that so intrical a need for independent 'inter-operability' (an "interconnector") between Portals, we should never forget Facebook.
Particularly when it comes to 'users' and how Facebook (and, that's besides Microsoft & Yahoo) will always want to fiercely protect it's own user data - from the likes of Google.
Facebook (as we well know by now), are already (and should still be), a private labeled Looksmart AdCenter platform partner, right?
Yes, it all takes time.
ps; From AdExchanger.com today:
Google Search And Display
Google announced on its DoubleClick Search blog (yes, DoubleClick Search blog) that its large-scale search management tool for agencies. The enhancements described in the blog post note new customization capabilities for reporting as Google engineers apparently rebuilt the tool from the ground-up.
Google DoubleClick considers this a solution for "the measurement of performance across search and display advertising." - - - - - Can you imagine search retargeting getting in here at some point? Uh huh. Read more.
Adobe Partners With Collective
"Collective will enable advertisers to pass segment data for targeting in an automated manner .... enabling them to execute retargeting campaigns with more automation, scale & control" Read the release.
< SiteCatalyst helps marketers identify the most profitable paths through their Web site, determine where visitors are navigating away from their site, and identify critical success metrics. >
Disclosure: Long LOOK and happy to be so, too...