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Google - Soon to Include Display Ad Buys Through Other Ad Exchanges

May 06, 2011 9:19 PM ET1 Comment
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Seeking Alpha Analyst Since 2006

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 (sadly), has lost a sense of that preponderance it once held in our society. There is hope. - But it needs a fundamental change in that ingrained culture that has been the way, of the past. Please read the article linked below (and especially all the 'free' user comment), that has also been added today.] And, history will soon show that ACAP (the, Automated Content Access Protocol), that I have been so "passionate" about in many a post made everywhere over the past few years, will not only become a part of our every-day lives, but will be fiercely-enforced along the way...And rightly so... Where your "free" (Local) "rag", may well even survive and become (as was also predicted by myself back in 2005). the very "lynch pin" between local business and the web! :) And it seems that Europe will lead the way....It's a lengthy read, that some will find is well worth-while to do so. "Publishers demand IP Rights To Protect Journalism" Cheers!! Added August 16th, 2011 - "Newspapers Need a DNA Transplant" http://www.editorandpublisher.com/Newsletter/Article/Newspapers-Need-a-DNA-Transplant March 6th, 2012 - "Newspapers: It’s not a revenue problem, it’s a culture problem" http://gigaom.com/2012/03/05/newspapers-its-not-a-revenue-problem-its-a-culture-problem/ “Publishers need to think how that [their] brand lives on the Web" - http://www.digiday.com/publishing/in-turnabout-publishers-act-like-marketers/ Rupert Murdoch: The future of newspapers is all digital http://dlvr.it/1V8dPY New Orleans, newspapers and the beginning of the end By Mathew Ingram May. 25, 2012 http://gigaom.com/2012/05/25/new-orleans-newspapers-and-the-beginning-of-the-end/ Friday Sep 21, 2012, 11:22pm EDT LOOK: $0.89 Up 0.08 (+10.53%) 4:00PM EDT|After Hours : 0.89 Up 0.00 (0.03%) 4:09PM EDT Two excellent articles I've just read (I feel) encapsulate this lon 'drawn out' road to come up with a solution that becomes, the 'intersection of search and display'. Read on.... "Do you hear that rumble in the distance? It’s change coming. What sort of change, you ask? Well, the events of the last few weeks collectively point to a pretty big shift in the search landscape. First, has traditional search engine usage reached its peak? When people skip over a search engine and go straight to Amazon for product search, it’s clear that either Amazon is doing something very right, or search engines need to improve their results. Changes to Google Shopping may help improve the experience for users, but is it too little too late?" http://www.mediapost.com/publications/article/183511/the-future-of-search.html Then.... "Google News, its executives tell me, now "algorithmically harvests" articles from more than 50,000 news sources across 72 editions and 30 languages. And Google News-powered results, Google says, are viewed by about 1 billion unique users a week. (Yep, that's billion with a b.) Which translates, for news outlets overall, to more than 4 billion clicks each month: 1 billion from Google News itself and an additional 3 billion from web search. As a Google representative put it, "That's about 100,000 business opportunities we provide publishers every minute." http://www.theatlantic.com/technology/archive/2012/09/google-news-at-10-how-the-algorithm-won-over-the-news-industry/262641/ It's been an amazing story all the way. With LUMA Partners publishing it's LUMAscapes that map over 1,500 companies across seven sub-sectors of digital:companies saying, that within the circles alone [they] represent approximately $3 trillion of market capitalization and $450 billion of cash and securities. - http://www.lumapartners.com/the-strategic-buyer-lumascape/ Where do they start to rein-in some of that invested capital? My thoughts are contained in the following two links: https://www.facebook.com/ross.bradley.18/posts/10151231209526605 http://seekingalpha.com/instablog/36191-lookingconfident/932031-an-rtb-global-open-marketplace-handling-up-to-100-billion-events-per-day?source=kizur#comment_update_link

In view of my most previous instapost it doesn't get much clearer than the following, Folkz.

 .."Google’s Jess Olsen soft-announced that Google’s pipeline includes a future capability to include display ad buys through other ad exchanges, not just DoubleClick’s."

This 'leakage' coming from the lips of Google’s Jess Olsen has been reason enough for some concern and in many a quarter, no doubt.

When the 'story' was first told via a Twitter 'Tweet' (on Thursday), it caused an immediate reaction. (and, in no uncertain terms). As Jim Gifford quickly 'tweeted' back, in reply ... "Take it off!"


@andrew_goodman Andrew Goodman
Google Ad Academy - Toronto - Display is More than Just Sizzle http://bit.ly/mqw25e [Just posted on Traffick.com]

Jim Gifford
JimGiffordEd   Jim Gifford
@andrew_goodman Take it off!
5 May 
Andrew Goodman
andrew_goodman Andrew Goodman
@JimGiffordEd That's what she said!
5 May 

Looksmart's INTEROPERABILITY - And it's importance.


I had noted geo-targeted Google Ads on Yahoo before, too!!

pps; They are B-a-c-k Again !!! -- Re: They are B-a-c-k Again !!!

[**** See posts script added, below]

And some quick 'damage control' from Google, perhaps?  :)

Google has Responded About Opening DoubleClick Ad Exchange To Intermediary Inventory Sources - http://bit.ly/jFpBk2

A case of... Loose Lips - Sink Ships? (Perhaps?)

In the meantime traffic to Looksmart's AdCenter (as per Alexa) is doing very nicely of late.

In Looksmart now concentrating all 'efforts' on performance marketers, I believe traffic now recorded, surrounds (only) re-targeting impressions & not the 'full-on' impression queries (I feel), Alexa had previously been showing.

And the "ClickStream" showing still has a healthy percentage for both Google and Yahoo in Looksmart's Upstream & Downstream recorded.

Upstream Sites

Which sites did users visit immediately preceding looksmart.com?


38.96% google.com
6.19% google.co.uk
5.27% yahoo.com

Downstream Sites

Where do visitors go after leaving looksmart.com?

35.88% google.com
6.50% google.co.uk
6.27% yahoo.com


LOOK: 4:00PM EDT: $1.88  Up 0.0701 (+3.87%)

ALL just an opinion, as always.


ps; They're back again!! Here's details of one - back to me in Australia.

The Ad - (AUNZ ='s Australia and New Zealand, no doubt)


src="ajax.googleapis.com/ajax/libs/mootools/1... -yui-compressed.js"></script>

Right click on the above Ad for page source code - Note Google!!

Disclosure: Long LOOK and so happy to be so, too!

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