today google announced intentions to go after the online display market, a break from it's core business in search. as the link indicates, google analyzed it's content network and found it to be more cost effective than search, though still a smaller component to overall revenue and searches. where this data leads google is to say that the content network holds a lot of potential for more than returning just textual, search ads.
meet dapper, a tech that contextually delivers advertising based on page contents and inner-site searches and other data based content. much like google, dapper scans the page for relevant keywords and determines the context, then serves ads based on that.
at last, a marriage of the highly effective, and cost efficient search world with brand building image ads. but does it deliver?
immediately, i love the notion of an ad being more relevant to the environment. as a planner, the context is probably my biggest input in site selection and media placement. to add another layer of that is a real sweet spot. it makes the placement a beacon for consumer engagement and interaction.
this holds tremendous potential for a number of advertisers and industries. dapper's video shows some real easy examples of how to dynamically push ads. as with search, the primary benefactors are e-commerce companies. what about true brand advertisers?
where i'd like to see it go is graphical ads where images can be pulled from a library into preset animations with text generated all from input from the contents of the page? doable? hard to say. maybe. will it look good and just how many iterations can really be made? i don't have answers, but it's exciting to see where it goes and how far it can be pushed.
travis st.denis
Past Mortem by Ben Elton: Written in typical Ben Elton style, full of wit, shock, poignancy and suspense you'd expect from past books. With old friends like these, who needs enemies? It's a question that short, mild-mannered detective Edward Newson is forced to ask himself, having, in romantic desperation, logged on to the Friends Reunited website in search of the girlfriends of his youth. Newson is not the only member of the class of '86 who's been raking the ashes of the past. As his old class begins to reassemble in cyberspace, the years slip away and old feuds and passions burn hot once more. Meanwhile, back in the present, Newson's life is no less complicated. He is secretly in love with Natasha, his lovely but very attached sergeant, while comprehensively failing to solve a series of baffling and peculiarly gruesome murders. A school reunion is planned, and as history begins to repeat itself, the past crashes headlong into the present. Neither will ever be the same again.
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