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| UPDATED: 2008-01-18 |
 Google- Commentary 
By: Andrew Goodman 2008-01-18 This short item about the Google- merger made it into B2B magazine. Although it appears so from the one quote, I'm not actually... ...a full-on critic of the merger. I see it for what it is, a move that solidifies Google's dominance in the online advertising field, but I also noted the "glass half full" scenario, which is that this merger could allow Google to implement an innovative exchange model for online display advertising that would be significantly better than their current content targeting program in AdWords. Moreover, Google's motivation in terms of their continued wish to sign up new advertisers and publishers in their network, coupled with their "already scaled" efficient business model, means they might heavily discount any markup they charge for operating an ad exchange. That part of my comment didn't make it into the article. What also didn't make it in was my note that Google would probably have to divest itself of Performics to avoid conflicts of interest in media buying - a topic that I went into some depth on. Kevin Lee must have said about the same thing, as that view was attributed to him. As a market maker and platform builder, Google might be big and scary, but they're also likely to be a reasonably cheap and efficient enabler of business. (Sound familiar... like last generation's biggest technology monopoly?) Comments Tag: Google, Add to  Del.icio.us |  Digg |  Reddit |  FurlView All Articles by Andrew Goodman About the Author: Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns. In 1999 Andrew co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis. |
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