A Robust Market Ecology

When Google flutters its wings, a typhoon may result in the AdWords ecology – those hundreds of thousands of advertisers who depend on Google for sales via the company's paid listings. So points out CNet's Stephanie Olsen in a good overview of advertiser reaction to Google's most recent shift in…

When Google flutters its wings, a typhoon may result in the AdWords ecology – those hundreds of thousands of advertisers who depend on Google for sales via the company’s paid listings. So points out CNet’s Stephanie Olsen in a good overview of advertiser reaction to Google’s most recent shift in its AdWords technology. The complications Olsen reports point to a larger story: the increasing complexity of this shifting market ecology. The question then becomes, can any one company maintain control of this? I don’t think so, you need robust competition; the recent defection of Paul Ryan (former CTO of Overture) to MSN will help insure robust competitors for years to come.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

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