Google Formally Announces New DoubleClick Ad Exchange
Sep 18, 2009 at 12:08am ET by Greg Sterling
DoubleClick's advertising exchange has been in the works since at least 2007 and before Google acquired the company. But this morning Google is formally announcing the new DoubleClick Ad Exchange, which reflects a milestone of technology and platform integration between Google and its DoubleClick unit.
Google sees this an an opportunity to attract more display and brand ad dollars online and to boost revenues on that side of the house, where there is much more room for growth than in paid search (at least in the US business).
Some version of an "exchange" has been around for awhile at D [...]
Filed in: Google: DoubleClick, Google: Other Ads, Google: YouTube & Video, Top News
Google “TV Ads Online” Dangles Multi-Platform Lure For Brand Advertisers
Mar 27, 2009 at 10:01am ET by Greg Sterling
It's now a cliche to point out that consumer audiences have fragmented. However, once mighty media have seen audiences dwindle over the past five or so years. Accordingly almost all traditional media are struggling, exacerbated by the recession to be sure but caused by the rise of the internet (mobile will fragment audiences further). Many advertising sales channels are trying to respond to the audience fragmentation issue with network and/or multi-platform strategies.
Call it an effort to put "Humpty Dumpty back together again."
Google for its part had once seen itself as a kind of medi [...]
Filed in: Google: AdWords, Google: Mobile, Google: Other Ads, Google: TV, Google: YouTube & Video
Interview: Carter Maslan On Google’s Local Business Center Upgrade
Jun 24, 2008 at 2:06pm ET by Mike Blumenthal
Google Maps recently introduced a new user interface for the Local Business Center. There were some issues with the upgrade and Carter Maslan, Google's Director of Product Management for Local, agreed to answer some of my questions about the process in a phone conversation. Below, selected excerpts from our conversation:
Mike Blumenthal: What was the goal of the upgrade? What prompted the change?
Carter Maslan: We wanted to address usability issues to make it simpler to get through the process and having it flow on a single screen was a big driver.
Usability was the main motivator... simpl [...]
Filed in: Google: Maps & Local, Google: Other Ads
Branding Coming To Search In A Big Way
Mar 20, 2008 at 10:50am ET by Greg Sterling
Search has historically been seen as a direct response vehicle and the notion that search is a branding medium has traditionally been met with considerable skepticism by search marketers, albeit somewhat less recently. In an effort to be provocative in moderating the "branding and search" panel at SMX West last month, I said, "Search is much more a branding medium than anything else."
When I asked how many people agreed in the audience, only a few hands went up. James Lamberti of comScore then presented evidence to argue that search was in fact a powerful branding medium because of its reach, [...]
Filed in: Google: Other Ads, Google: Universal Search, Google: YouTube & Video, Yahoo: Search Ads, Yahoo: Video
Google Pitches Media Buying “Dashboard” To Skeptical Ad Agencies
Mar 10, 2008 at 9:24am ET by Greg Sterling
Many people think that Google is a search engine. That's true, but it's only part of a much larger story that Google is developing. Indeed, the company increasingly sees itself as a diversified media buying platform. Already print newspaper ad buying, radio and TV are integrated, to varying degrees, into AdWords. And last Thursday Google's Tim Armstrong outlined a provocative and much larger vision for the company that would incorporate it more centrally into major ad agencies' media buying and planning processes.
Armstrong, who is President, Advertising and Commerce for Google in North Amer [...]
Filed in: Google: AdWords, Google: Analytics, Google: Critics, Google: Other Ads, Google: Partnerships, Google: Print Ads & AdSense For Newspapers
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