Comments on: Publishers Won’t Run Their Own Contextual Networks

By: Pat McCarthy

Pat McCarthy — Mon, 19 Feb 2007 04:35:46 +0000

I like Adify, the concept of allowing publishers to form their own networks and sell across them as great. Being a tool provider for publishers is useful to help them sell directly.

By: ventureblogalist

ventureblogalist — Mon, 19 Feb 2007 02:44:10 +0000

what do you think of adify?

I think the sites you mention are used to facilitate the direct sales process but are complementary versus precluding using ad networks.

By: usman ghazi

usman ghazi — Wed, 07 Feb 2007 10:33:29 +0000

I think Ad momentum maybe a way for certain publishers to become rivals to the major search engines in specialised verticals An example is Reed Business which is developing a B2B search engine called Zibb.com which is essentially an affiliate network of its own and third party sites. It recently bought an online market place BuyerZone.come in this space but still relies on Google AdSense for monetisation. Ad Momentum could allow it to bypass Google thereby allowing it to become the Google in the B2B space?

By: anon

anon — Tue, 06 Feb 2007 12:02:45 +0000

What about local search? I’d say probably 10% of the sites i look for are specific to the country I’m in – but I’m looking up that 10% because i want to actually buy something from them, visit or get in contact with them. These are the most valuable leads in marketing and also the area which Google and the other global search portals are notoriously crap at.

I think that in order to provide real local relevancy you either have to be local or move local. For the multi-national companies this is far harder to achieve and conflicts with their international objectives. I believe this leaves the most profitable area of search advertising for the local players and eventually it’ll be the other way round – Google, Overture etc will be approaching local players for their ad networks and not the flip side we have now. Doesn’t it make more sense? Google is an aggregator of content, shouldn’t they be an aggregator of advertising too?

By: Pat McCarthy

Pat McCarthy — Tue, 06 Feb 2007 08:18:08 +0000

That’s a solid idea Marshall. Obviously one that only is worthwhile for very large publishers who have multiple departments wanting to advertise.

In many cases someone like HP would probably build their own way to do that or do it with an ad server, but if AdMomentum makes that job easier, more power to them!

By: Webmetricsguru

Webmetricsguru — Tue, 06 Feb 2007 08:07:45 +0000

Well, what about if the publisher is also the advertiser to their own site (but a different part of it)?

Since last year, I thought that was the answer for sites like IBM, HP and DELL - AdMomentum could allow … say….a brand within HP Laptop to have an ad from …say, HP Printers – all the impressions/ clicks – conversions being recorded by the engine.

I know people are looking at AdMomentum as a “roll your own” AdSense/AdWords – go get advertisers, etc. I’m looking at it more as an internal corporate PPC /Contextual engine for companies to make a richer, more natural cross sell/upsell experience.