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TECH TALK: The Future of Search: Advertising and Innovations (Part 2)

March 7th, 2005 · No Comments

Dave Morgan writes on Sell-Side Advertising: Advertisers would create large pools of ads designed to deliver measurable performance. They would tag those ads with relevant targeting and performance metrics, such as offer, target audience, target context, desired results, timing, desired volume, and price. After selecting appropriate ads and “registering” them with the advertisers, publishers would distribute and target these ads on their sites, leveraging proprietary data about their audience and site to maximize ad performance. Ads that worked well would get more volume; those that didn’t would be pulled. In this model, the publisher becomes the marketing service company. It would not only know the true value of its audience to marketers, it would control and own it.

Christopher Carfi: It is only a matter of time before the flatness of the web becomes mirrored in how people use their local systems, and maybe even in how those systems are organized. With a solid desktop search engine, why should I bother to put things in folders anymore? I can put everything in one place, and the search engine will find it for me. My job just got easierI no longer think of my machine as a separate entity from the Internet. It just happens to be the nearest nodeOf course, this only works well for things that are easily indexable. The images that are fairly flying from camera phones will still need to be indexed, as will the podcasts and the videos and all the other “rich media” out there. That is, until someone figures out a cost-effective way to automatically extract and index metadata from these types or artifacts.

There is perhaps no other area that is seeing as much excitement and innovation as Search. Rarely a week goes by without some announcement by the majors or the arrival of yet another Google-killer. Take a look at some of the recent launches and extensions: MSN Search has launched its new, revamped search engine with its home-grown technology to provide answers rather than results, Y!Q from Yahoo offers contextual search and Amazons A9 has launched a yellow pages search engine with street photos of millions of businesses. Google also launched a small-business version of its enterprise search appliance. Meanwhile, action on video, local and the desktop search fronts continues. Companies like Gurunet (Answers.com), Blinkx, PubSub, Feedster and Technorati are focused on niches in the search space.

So, everyone seems to be running hard to just stay in place. But are they running the right race?

Tomorrow: Whats Changing


TECH TALK The Future of Search+T

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