Comments on: Give Me Your Data, Said the Spider to the Fly http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php?utm_source=rss&utm_medium=rss&utm_campaign=give_me_your_data_said_the_spider_to_the_fly Thoughts on the intersection of search, media, technology, and more. Mon, 20 May 2013 09:18:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: John http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3801 John Fri, 28 Aug 2009 03:10:55 +0000 http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3801 <p>@Sumant - It strikes me that given Google runs the auction and certifies the networks, it gets to see which networks do better and worse. I can imagine some of the data that Google gets to see includes clickthrough, price, which advertisers buy with what networks (competitive advantage), revenue, ad performance, creative rotation, etc. The more it sees, the smarter it gets about how to sell directly to the same clients ad networks are selling to. </p> @Sumant – It strikes me that given Google runs the auction and certifies the networks, it gets to see which networks do better and worse. I can imagine some of the data that Google gets to see includes clickthrough, price, which advertisers buy with what networks (competitive advantage), revenue, ad performance, creative rotation, etc. The more it sees, the smarter it gets about how to sell directly to the same clients ad networks are selling to.

]]> By: Sumant Srivathsan http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3800 Sumant Srivathsan Fri, 28 Aug 2009 02:45:16 +0000 http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3800 <p>John, how exactly will Google learn anything about competing ad networks? If anything, the other networks will now be able to look into the full range of AdSense's depth and breadth. AdSense represents the cheapest form of breadth advertising on the planet, and any network should be able to work the arbitrage in their favour with the clients.</p> <p>Most ad networks already buy from other ad networks to expand their reach, so what's the big deal? It is not an exchange because Google is not looking to put ads into the other networks' inventory. So, I ask again, what's the big deal?</p> John, how exactly will Google learn anything about competing ad networks? If anything, the other networks will now be able to look into the full range of AdSense’s depth and breadth. AdSense represents the cheapest form of breadth advertising on the planet, and any network should be able to work the arbitrage in their favour with the clients.

Most ad networks already buy from other ad networks to expand their reach, so what’s the big deal? It is not an exchange because Google is not looking to put ads into the other networks’ inventory. So, I ask again, what’s the big deal?

]]> By: Zach http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3799 Zach Fri, 28 Aug 2009 00:14:28 +0000 http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3799 <p>Good to see you blogging again John. The key to understanding this is real time bidding through their Ad Exchange. Google is hoping to make display work like Adwords with as many bidders as possible for each impression. More bidders will raise the price on each impression and make Google more money. Since the Adsense tag is on every chain out there, they instantly have the biggest display exchange in one move. It is a really big deal. </p> Good to see you blogging again John. The key to understanding this is real time bidding through their Ad Exchange. Google is hoping to make display work like Adwords with as many bidders as possible for each impression. More bidders will raise the price on each impression and make Google more money. Since the Adsense tag is on every chain out there, they instantly have the biggest display exchange in one move. It is a really big deal.

]]> By: Zach http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3798 Zach Fri, 28 Aug 2009 00:13:57 +0000 http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3798 <p>Good to see you blogging again John. The key to understanding this is real time bidding through their Ad Exchange. Google is hoping to make display work like Adwords with as many bidders as possible for each impression. More bidders will raise the price on each impression and make Google more money. Since the Adsense tag is on every chain out there, they instantly have the biggest display exchange in one move. It is a really big deal. </p> Good to see you blogging again John. The key to understanding this is real time bidding through their Ad Exchange. Google is hoping to make display work like Adwords with as many bidders as possible for each impression. More bidders will raise the price on each impression and make Google more money. Since the Adsense tag is on every chain out there, they instantly have the biggest display exchange in one move. It is a really big deal.

]]> By: Steven Soendker http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3797 Steven Soendker Thu, 27 Aug 2009 17:49:07 +0000 http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3797 <p>Interesting this helps to better explain Google AdPLanner. Currently you can't buy advertising through Google AdPlanner. The AdPlanner currently serves as demographic information of websites. But now, if ad networks and sites are sharing demo info with Google that will make for a very powerful advertising solution.</p> <p>Also will help Google to compete with the information that Facebook has on it's pay per click advertising model.</p> Interesting this helps to better explain Google AdPLanner. Currently you can’t buy advertising through Google AdPlanner. The AdPlanner currently serves as demographic information of websites. But now, if ad networks and sites are sharing demo info with Google that will make for a very powerful advertising solution.

Also will help Google to compete with the information that Facebook has on it’s pay per click advertising model.

]]> By: preetam mukherjee http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3796 preetam mukherjee Thu, 27 Aug 2009 17:25:29 +0000 http://battellemedia.com/archives/2009/08/give_me_your_data_said_the_spider_to_the_fly.php#comment-3796 <p>Aggregation + Distribution(aggrebution??)</p> <p> </p> Aggregation + Distribution(aggrebution??)

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