|
| Recent
Articles |
Using Google History for Ads
This has not really been Google's day when it comes to people jumping all over them for things they have or have not done. Adding to the complex mix of everyone going off on the Privacy International report is an...
Saleforce.com Gets AdWords Integrationy
Google and Saleforce.com have teamed up to integrate AdWords with Salesforce's customer relationship management (CRM) applications. Offering a hybrid called Salesforce Group Edition, the alliance is aimed...
Advertising Tactics That Just Don't Make Money
The advertising methods that I am about to talk about are a reflection of what I have tried on my blog from time to time. I would also like to point out that I don't like to drown my website with ads because I believe it...
Reasons To Outsource Your PPC Campaign
The Internet has evolved quite a lot over the past few years. The Internet is no longer a mysterious place. The Internet is now an established viable place to do business and with that all the problems of making your...
Email Advertising And When To Use Text
The issue of HTML email versus text email usually raises heated debate amongst those involved in email advertising. For some people, feelings about HTML-formatted email have changed over time.
Advertising 2.0
Marketers take note. Print is dead or dying. There are too many alternatives that are cheaper, more effective and easy to track. I receive several print trade mags. They usually go right into the recycling bin. Not only do...
|
|
|
06.20.07
Battle Of The Advertising Superpowers
 By Pat McCarthy
It's been a crazy couple of months. Not only did my employer agree to be acquired by Yahoo!, but our competitive landscape has changed dramatically with Google acquiring Doubleclick, Microsoft acquiring aQuantive, WPP acquiring 24/7 RealMedia and AOL acquiring AdTech AG to go along with what they already own in Advertising.com.
Additionally, there are still some other large players who are also in the game such as News Corp./Myspace/Strategic Data Corp, and IAC/Ask.com.
Obviously this is a big land grab for these large companies, combined with trying to get innovative companies who are pushing things forward in online advertising. The Wall St. Journal talks about the ad exchange concept and how it relates to these acquisitions.
The media and blogs have been covering these stories quite a bit, but I've seen a lot of writers and commenters really not having a great gasp on what pieces of the advertising business each company has now, how they all stack up, and what it all means going forward. So, I'll try and help out.
Who's Got What?
After the acquisitions are all complete, we need to stack up all the areas that matter in the online advertising battle that's taking shape. (A checkmark means they have an asset, the 1/2 means they do to some extent but not to the same level as the other companies).
Now that we have our handy chart, let's break it down by asset.
Search Inventory
This refers to the company actually owning search engine ad inventory, which basically means do they have significant search results in which they can show ads against. Search inventory is generally very valuable to advertisers and generates good revenues for the company because users often have an intent to buy or act and the technology can match ads to their intent.
Continue reading this article.
About the Author:
Pat is the Director of Business Development at Right Media, the business unit owner for RMX Direct, and the author of the Conversion Rater blog.
|
