MediaOcean - Ultimately That "One Currency, Platform Of Record"

Apr. 17, 2012 8:09 AM ET1 Comment
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Contributor 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" March 6th, 2012 - "Newspapers: It’s not a revenue problem, it’s a culture problem" “Publishers need to think how that [their] brand lives on the Web" - Rupert Murdoch: The future of newspapers is all digital New Orleans, newspapers and the beginning of the end By Mathew Ingram May. 25, 2012 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?" 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." 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. - Where do they start to rein-in some of that invested capital? My thoughts are contained in the following two links:

From my Sun, Mar 4th blog-post:

"The adage 'content is a king' was always somewhat subjective" writes Brian Wieser, a long-time Madison Avenue forecaster who authored the report [a Pivotal Research Group coverage of three ad-supported jewels, Google, Facebook and Yahoo], adding:

......."But on the Web, the argument content is king is difficult if not impossible to make in the long-run, in our opinion:what is important are infrastructure, platforms & tools controlled by Google, Facebook and others."

Brian Wieser goes on to say:

................."Advertisers are increasingly indifferent to the context in which messages appear, at least when compared with other media," he explained, adding that:"Vast and growing arrays of data ensure that audiences (or, at least the data-driven attributes which imply the characteristics of any given advertising impression) become the most important basis for delivering commercial messages in the long run."

He feels it is about users, I believe.

It all becomes relevant to Looksmart (I feel), when considering today's AdExchanger article titled:

"Will SSPs and Ad Networks Sell Publisher Inventory Through DoubleClick Ad Exchange?"

No doubt many will do so, over time. In fact, it appears that Google have 'stolen a march' on the newly formed MediaOcean, by their attempting to become (and, for a good number already), the 'platform of record' for display. (See comment from Undertone's Eric Franchi.)

It's clear (when considering the CEO, Rubicon Project - Frank Addante's comment), that a number of such existing "recording platforms" will remain, ultimately.

< "We see three major display market segments:

**Google and Facebook (both offer self-serve ads at scale)
**Yahoo, Microsoft and AOL
**The rest of the comScore 500 publishers." >

To date (I feel), Looksmart has been 'litmus testing' it's exclusive ace card 'user intent' (as, derived from search engines) with a number of these (individual) marketplaces and thus, "recording platforms"- with Google providing a clear majority of both advertisers and impressions type traffic, to date. (That's, according to Alexa's ClickStream.)

In a (Friday's) AdExchanger Q&A, MediaOcean's CEO Bill Wise talks of their plan is to create that one currency that will fix 'many' problems in their offering Mediaocean as the 'grand solution' to the industry's ad buying issues.

Bill Wise had previously said MediaOcean 'really becomes the open alternative to Google because what they're doing is building a closed system around the full ad tech stack.'

Perhaps MediaOcean becomes the "daddy" of them all?

Is this a 'neutral' Looksmart's (ultimate) role too? As 'plumbing', working 'independently' with MediaOcean? Scaling eCPMs, CPA / CPV impressions? In the targeting of users across ALL digital media types (TV, and including Out-of-Home) that are then, all being connected through an IP address - - - then, being channeled through the various exchanges within a ONE (consolidated) OPEN marketplace?

It may well be when taking into account the 'role' of an advertised job description (Director of Mid West Sales @ LookSmart), that covers all basic fields (advertising solutions), of display?


Creating and expanding business opportunities with the top interactive agencies and direct advertisers seeking online advertising solutions through CPM, CPC and CPA.;srchIndex=3

Perhaps frustrated Looksmart shareholders may have a need to exercise a lot more patience, in the months ahead. Is my opinion.



$1.40 0.0899 6.03%

Disclosure: Long LOOK

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