Too Little Inventory at Portals
November 16, 2005
Now there's a problem. (paid content)
§ Comment Spotlight
Reader Jeremy Writes: [Yahoo] couldn't get off the crack pipe...the Paid Inclusion model. It failed *everywhere*. [It] still can't get off the crack.
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“ Very impressive picture!!!! we should not complain so much.John ...”» - says
“ Eyvallah adamım eline koluna sağlık. Gerçekten on numara çalışmalar ortaya çıkarıyorsun. Teşekkür ed ...”» - says
“ Not to sound flippant, but it reminds me of hayrides we used to do as kids on the farms. But seriou ...”» - says
“ I tried economy.com -- but you're right: there was no information about inflation in Latvia. And I ...”» - says
“ And my ongoing hypothesis about why Google tends to build out its system only toward navigational, r ...”» - says
“ nmw: You have some good points. I think where we disagree is on informational vs. navigational sear ...”» - says
“ @battelle: Said it where? ...”» - says
“ John, if you are going to post every time Twitter is down, you are going to be very. . . :-) ...”»
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Comments
As I stated at the AdTech conference last week, I see a inflationary rise in paid search marketing over the next 2 years if/when the Fortune 100 figures out the value of search. As we know, currently only about 15% of Fortune 100 folks play ppc search. Once they also get in the game, do you not think it make a substantial impact on the cost for ppc, just as this article mentions for impression ads? We certainly see it today with highly competitive terms that are completely out of reach for the SMB market. Will the inclusion of the big boys not have the same impact for many other markets?
It will be interesting to see how the engines deal with this issue. Develop new inventory? Segment inventory? By geo/time? How will personalization play into the inventory issue? Will the major marketers be able to lock out all markets? We are certainly still on the leading edge of how this all will play out.
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