Comments on: Google… the OS for Advertising http://gigaom.com/2006/11/09/google-the-os-for-advertising/ Trusted Insights and Conversations on the Next Wave of Technology Thu, 26 Nov 2009 03:26:30 +0000 http://wordpress.com/ hourly 1 By: Google Chrome OS & What It Means For Future of Computing « GORGONET http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-958701 Google Chrome OS & What It Means For Future of Computing « GORGONET Fri, 10 Jul 2009 18:29:08 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-958701 <p>[...] Chrome OS is another step in allowing Google to create what we’ve called the OS for advertising — an ad platform that extends across all devices and all [...]</p> [...] Chrome OS is another step in allowing Google to create what we’ve called the OS for advertising — an ad platform that extends across all devices and all [...]

]]> By: Google Chrome OS & What It Means For Future of Computing http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-957975 Google Chrome OS & What It Means For Future of Computing Wed, 08 Jul 2009 15:35:32 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-957975 <p>[...] mobility. The Chrome OS is another step in allowing Google to create what we’ve called the OS for advertising — an ad platform that extends across all devices and all screens.  So let’s break it [...]</p> [...] mobility. The Chrome OS is another step in allowing Google to create what we’ve called the OS for advertising — an ad platform that extends across all devices and all screens.  So let’s break it [...]

]]> By: The DOJ and Google Are Finally Getting Ready to Dance « Meme Shift http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-899230 The DOJ and Google Are Finally Getting Ready to Dance « Meme Shift Sat, 13 Sep 2008 21:28:00 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-899230 <p>[...] This is funny because Google’s stated corporate mission is to “organize the world’s information and make it universally accessible and useful.” And it is working towards this goal by becoming the media company which will run the advertising OS. [...]</p> [...] This is funny because Google’s stated corporate mission is to “organize the world’s information and make it universally accessible and useful.” And it is working towards this goal by becoming the media company which will run the advertising OS. [...]

]]> By: Sarah in Los Angeles http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-152564 Sarah in Los Angeles Thu, 07 Jun 2007 06:59:26 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-152564 <p>"At least there won’t be any click fraud with the radio & newspaper ads…"</p> <p>Lol, never thought about that.</p> “At least there won’t be any click fraud with the radio & newspaper ads…”

Lol, never thought about that.

]]> By: Dragan Varagic Blog » Google completes Advertising OS http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71819 Dragan Varagic Blog » Google completes Advertising OS Tue, 17 Apr 2007 06:55:13 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71819 <p>[...] is said several times in the past, like Owen Thomas said it these days for Google’s acquisition of DoubleClick, that Google [...]</p> [...] is said several times in the past, like Owen Thomas said it these days for Google’s acquisition of DoubleClick, that Google [...]

]]> By: kkjsgy http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71818 kkjsgy Tue, 05 Dec 2006 18:57:47 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71818 <p><strong>glgsluxhyy…</strong></p> <p>hakcsanvady wxwmmiesoc zcdsoqeta daurzfjwe …</p> glgsluxhyy…

hakcsanvady wxwmmiesoc zcdsoqeta daurzfjwe …

]]> By: Salman FF http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71817 Salman FF Tue, 28 Nov 2006 02:27:24 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71817 <p>As per my post: http://salmanff.blogspot.com/2006/11/tcpip-of-advertising.html</p> <p>Ultimately, we can safely assume that one or more of the internet giants will successfully create an integrated advertising O/S. When that happens, the more interesting question then becomes:</p> <p>How would you compete with an Ad O/S, and disrupt that business model?</p> <p>One potential answer: You disintegrate the network and open it up. If Google (or Yahoo) becomes the Windows of the Ad O/S world, then what would the Linux of ad networks look like? Can one commoditize the mediation of advertising and shift value to the service providers around the network? Or put another way: Can the “Ad Network” be less of an operating system, and more like a free and open communication protocol? What would it take to create the TCP/IP of advertising on the internet?</p> As per my post: http://salmanff.blogspot.com/2006/11/tcpip-of-advertising.html

Ultimately, we can safely assume that one or more of the internet giants will successfully create an integrated advertising O/S. When that happens, the more interesting question then becomes:

How would you compete with an Ad O/S, and disrupt that business model?

One potential answer: You disintegrate the network and open it up. If Google (or Yahoo) becomes the Windows of the Ad O/S world, then what would the Linux of ad networks look like? Can one commoditize the mediation of advertising and shift value to the service providers around the network? Or put another way: Can the “Ad Network” be less of an operating system, and more like a free and open communication protocol? What would it take to create the TCP/IP of advertising on the internet?

]]> By: Satisfy Me http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71816 Satisfy Me Fri, 17 Nov 2006 21:54:09 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71816 <p><strong>What I've read this week (111606)…</strong></p> <p>Microsoft Goes MuniFi with MetroFi Google… the OS for Advertising (GigaOM) "If you read through all the…</p> What I’ve read this week (111606)…

Microsoft Goes MuniFi with MetroFi Google… the OS for Advertising (GigaOM) “If you read through all the…

]]> By: SEOsnafu http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71815 SEOsnafu Tue, 14 Nov 2006 04:50:01 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71815 <p>Ad OS, or aligning of the planets so that they'll be able to easily convert everyone to their free (supported by advertising) mobile network. </p> <p>Can you hear me now? Good!</p> Ad OS, or aligning of the planets so that they’ll be able to easily convert everyone to their free (supported by advertising) mobile network.

Can you hear me now? Good!

]]> By: Ted Avery http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71814 Ted Avery Sat, 11 Nov 2006 22:48:47 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71814 <p>At least there won't be any click fraud with the radio & newspaper ads…</p> At least there won’t be any click fraud with the radio & newspaper ads…

]]> By: Joe Agliozzo http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71813 Joe Agliozzo Sat, 11 Nov 2006 05:03:20 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71813 <p>Most advertisers will NEVER trust Google (or anyone for that matter) to manage their budgets in the manner you describe. Look at the lack of uptake for something as simple as Google Tracking (Google Analytics). As an active participant in the industry, I can tell you that there is deep cynicism and distrust of all the ad networks, and especially Google, and nobody wants Google to know what their true ROI/ROAS actually is for fear that their "minimum bid" will "magically" rise overnight. This is a fundamental problem for any industry player that tries to close the loop from ads to visitors to sales to profits.</p> Most advertisers will NEVER trust Google (or anyone for that matter) to manage their budgets in the manner you describe. Look at the lack of uptake for something as simple as Google Tracking (Google Analytics). As an active participant in the industry, I can tell you that there is deep cynicism and distrust of all the ad networks, and especially Google, and nobody wants Google to know what their true ROI/ROAS actually is for fear that their “minimum bid” will “magically” rise overnight. This is a fundamental problem for any industry player that tries to close the loop from ads to visitors to sales to profits.

]]> By: Jonathan Mendez http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71812 Jonathan Mendez Sat, 11 Nov 2006 02:40:00 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71812 <p>The Google “OS” is built already. It is an auction-based ad-buying platform. Google is already delivering ads on WP, NYT and AOL. This market driven system is rooted in being able to extract value from the advertisement. That makes delivering contextual relevance the primary consideration for advertisers and networks. This is a win for advertisers and a win for consumers. It’s also a big win for Google in so far as they can keep expanding the inventory (content) they can deliver ads on. </p> <p>The human competencies will still be needed. Skilled advertisers and their agencies will be more important than ever now that it all resolves back to an ROI. And they do not want to put all their eggs in one basket. Advertiser can’t wait for Yahoo’s Panama to launch and only wish that MS would get their act together and provide a third viable auction based channel with volume. </p> <p>As far as content, there’s plenty of it and it is growing like weeds. Petabytes of content created by anyone and everyone. It’s all searchable and you can always be connected to it. Google doesn’t own any of it. </p> <p>So I think the two questions to Media companies are, why would you give this inventory/content to Google (imagine if Fox stopped YouTube from accessing MySpace vids)? And, why are you not building your own auction-based systems (see Amazon)?</p> The Google “OS” is built already. It is an auction-based ad-buying platform. Google is already delivering ads on WP, NYT and AOL. This market driven system is rooted in being able to extract value from the advertisement. That makes delivering contextual relevance the primary consideration for advertisers and networks. This is a win for advertisers and a win for consumers. It’s also a big win for Google in so far as they can keep expanding the inventory (content) they can deliver ads on.

The human competencies will still be needed. Skilled advertisers and their agencies will be more important than ever now that it all resolves back to an ROI. And they do not want to put all their eggs in one basket. Advertiser can’t wait for Yahoo’s Panama to launch and only wish that MS would get their act together and provide a third viable auction based channel with volume.

As far as content, there’s plenty of it and it is growing like weeds. Petabytes of content created by anyone and everyone. It’s all searchable and you can always be connected to it. Google doesn’t own any of it.

So I think the two questions to Media companies are, why would you give this inventory/content to Google (imagine if Fox stopped YouTube from accessing MySpace vids)? And, why are you not building your own auction-based systems (see Amazon)?

]]> By: Robert Young http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71811 Robert Young Fri, 10 Nov 2006 18:55:15 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71811 <p>Thank you, everyone, for the great comments… particularly to those of you who took the time to really think through the topic at hand and provide some excellent added perspectives. I wish I could respond to each comment individually, but I'm extremely pressed for time today (as are all Fridays). Thanks again.</p> Thank you, everyone, for the great comments… particularly to those of you who took the time to really think through the topic at hand and provide some excellent added perspectives. I wish I could respond to each comment individually, but I’m extremely pressed for time today (as are all Fridays). Thanks again.

]]> By: Liz http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71810 Liz Fri, 10 Nov 2006 17:40:51 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71810 <p>Interesting perspective. I had come to a similar conclusion, but looked at it in terms of content distribution channel consolidation versus an advertising OS. I like this analysis, and it strengthens Google's position even more. From my perspective, it is not Microsoft and Yahoo! that are the "competitors", but rather someone like News Corp. (the Fox/MySpace parent company). They have way more to loose than the online guys. The TV/Print/Radio/Satellite distribution networks & content providers have owned the advertising channel and most content production for years. Along comes Google and they build a more efficient ad processing/ management engine AND access to cheaper content - User Generated Content(UCG). YouTube gives them both additional consumers of advertising AND a really cost-effective way to create content that millions of people want to consume. The beauty is that they paid a one time production fee for it, rather than paying writers, producers, actors & cameramen for every episode. Very smart.</p> <p>Social networking is about UGC. We are social and creative. We need interaction, not just stuff pushed at us. I think Google & News Corp. understand this. So the Google/You Tube purchase makes perfect sense. I'd be watching out for News Corp. to buy Yahoo! or Ask. It puts them in the game with Google. The traditional media giants will not "go gently into the night" and they already have ad sales organizations and the human network to cross all but the interactive channel. Don't count them out of the game, yet.</p> <p>As for mobile, Web content is available to smart phones & Pocket PCs right now. Carriers are scrambling to build an advertising network. I don't think they can catch up fast enough. Sprint appears to be the only one who is actually buying into the other channels. Everyone else is doing the marketing partnership thing, which doesn't provide the economies of scale need to compete with the giants. Location, device and user information is now available over the Internet (that's what my company - 509, Inc. does), so the carrier walled-garden approach to Web access will eventually crumble. When it comes to data (and arguably voice with VOIP "mobile" is just another content distribution channel. How we connect to all these channels differs, but content is content - we all just pick our favorite kind.</p> Interesting perspective. I had come to a similar conclusion, but looked at it in terms of content distribution channel consolidation versus an advertising OS. I like this analysis, and it strengthens Google’s position even more. From my perspective, it is not Microsoft and Yahoo! that are the “competitors”, but rather someone like News Corp. (the Fox/MySpace parent company). They have way more to loose than the online guys. The TV/Print/Radio/Satellite distribution networks & content providers have owned the advertising channel and most content production for years. Along comes Google and they build a more efficient ad processing/ management engine AND access to cheaper content – User Generated Content(UCG). YouTube gives them both additional consumers of advertising AND a really cost-effective way to create content that millions of people want to consume. The beauty is that they paid a one time production fee for it, rather than paying writers, producers, actors & cameramen for every episode. Very smart.

Social networking is about UGC. We are social and creative. We need interaction, not just stuff pushed at us. I think Google & News Corp. understand this. So the Google/You Tube purchase makes perfect sense. I’d be watching out for News Corp. to buy Yahoo! or Ask. It puts them in the game with Google. The traditional media giants will not “go gently into the night” and they already have ad sales organizations and the human network to cross all but the interactive channel. Don’t count them out of the game, yet.

As for mobile, Web content is available to smart phones & Pocket PCs right now. Carriers are scrambling to build an advertising network. I don’t think they can catch up fast enough. Sprint appears to be the only one who is actually buying into the other channels. Everyone else is doing the marketing partnership thing, which doesn’t provide the economies of scale need to compete with the giants. Location, device and user information is now available over the Internet (that’s what my company – 509, Inc. does), so the carrier walled-garden approach to Web access will eventually crumble. When it comes to data (and arguably voice with VOIP “mobile” is just another content distribution channel. How we connect to all these channels differs, but content is content – we all just pick our favorite kind.

]]> By: Barry Welford http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71809 Barry Welford Fri, 10 Nov 2006 14:02:19 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71809 <p>I think your take on this is very persuasive, Robert. Another huge dimension to add to the picture is the rapidly growing Mobile Web. This will be soaking up an increasing part of the advertising budget. Google is very well positioned to be the enabler in this very challenging new dimension.</p> I think your take on this is very persuasive, Robert. Another huge dimension to add to the picture is the rapidly growing Mobile Web. This will be soaking up an increasing part of the advertising budget. Google is very well positioned to be the enabler in this very challenging new dimension.

]]> By: David Henderson http://gigaom.com/2006/11/09/google-the-os-for-advertising/#comment-71808 David Henderson Fri, 10 Nov 2006 13:51:17 +0000 http://gigaom.wordpress.com/2006/11/09/google-the-os-for-advertising/#comment-71808 <p>The HUGE missing piece in the Google AD OS is Transparency. That's the loose brick in the strategy and where other exchange models can find success. </p> <p>Black Box monopoly? Never happen…</p> The HUGE missing piece in the Google AD OS is Transparency. That’s the loose brick in the strategy and where other exchange models can find success.

Black Box monopoly? Never happen…

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