Posts about Ad

Google’s manifest destiny

If I read this correctly, Google thinks it could capture 20 percent of the worldwide advertising market.


I’m impressed that Blogher didn’t just hold a conference, they started an ad network.

Ad Age column: The open ad marketplace

I wrote a column for Ad Age proposing the need for an open ad marketplace to bring advertisers and bloggers together and to help support and explode this already exploding medium. I’ve written about this notion here; I’m delighted to get the chance to bring it to the people with the money.

It is just too difficult today for advertisers to join in the exploding world of blogs, podcasts, citizens’ media and the mass of niches. It’s hard for them to find the best and most relevant blogs, to measure and verify their audiences and to assure that they’re trusted. It’s harder still to reach the authors and negotiate rates. Though some blogs are in ad networks, they may not be the ones the marketers want most-and those networks may place ads the bloggers don’t want. Finally, serving the ads is a technical headache for both advertiser and blogger.

Yet I hear advertisers dying to reach customers via influential blogs, and I hear bloggers dying to get their money. This infant medium is growing fast. Media research firm PQMedia’s just-released study of blogs, podcasts and RSS pegged 2005 ad spending at $20.4 million and forecast a 145% rise this year, to $49.8 million, with growth of ads on user-generated content expected to continue at an annual rate of 106% through 2010.

Imagine if it were actually easy to buy ads there; citizens’ media would explode.

So how do we accomplish that? I propose an open ad marketplace that would allow advertisers to find the best blogs and bloggers to find the best ad deals.

(In case you have problems with the site’s on-and-off registration, another version is here.)

That space for sale

Now you can buy an ad on this blog directly via FM Publishing’s new tool (a la Blogads). One suggestion, guys: Don’t make the customers register before they can explore. Walmart doesn’t stop you at the door to get your credit card. They grin and say hi.

How to make Bittorrent the new network

Dave Winer says Bittorrent is about to explode and he suggests what’s needed. I agree with him and have one more thing I think is needed (and I doubt whether Dave will agree):

If Bittorrent had the means to place and track the audience for ads on video and audio, then program creators and even studios and networks would rush to use it — especially now that they’ve broken the old distribution model with broadcast affiliates and cable systems by putting shows on iTunes and the internet. Of course, not everything on Bittorrent needs to have ads. But if it were possible to earn and measure using it, then we’d find a flood of “noninfringing” uses and this would, in turn, have great side benefits: First, P-to-P would lose its cooties and once Disney uses it, we won’t be hearing people trying to stop it. Second, ISPs won’t try to cripple it. Third, all kinds of new program producers — you and you and you — would be able to find support for their creativity.