Comments on: Lotame Matches Ads to Social Networkers

By: carl

carl — Wed, 29 Nov 2006 18:47:15 +0000

thanks, pete – very true – i just find so much of the online advertising very poorly designed and intrusive to the extent that any effect it does have on me is a negative one – unlike ads in old media such as magazine/papers/etc that you rightly refer to; their presence is discreet by comparison and so almost certainly subliminally effective.

if i suspected any web site i went to was profiling me via my cookies i’d be rather amused (and i’d quit using the site) at how primitive its ‘intelligence’ was – they’d get a better idea of me and my family by rooting through my trash-can(!).

By: Pete

Pete — Wed, 29 Nov 2006 16:43:59 +0000

In response to the first post from Carl - didn't we have that ad model? It's called CPM and represents how all magazine, print, TV and radio ads are essentially bought and sold. And I agree, there is value for a publisher that takes up publishing space on a web page with an ad, even though it doesn't get clicked. The simple answer is to move from CPC to CPMs, and charge advertisers for exposure whether a click occurs or not, or to tier the model and have an entry level CPM with a tacked on CPC.

But it starts with not erasing the value of publishing in the first instance. We can all thank Google for that.

By: Gerald Joseph

Gerald Joseph — Wed, 29 Nov 2006 14:14:26 +0000

I have no problem with advertising per se.

The problem is that with the social networking model we are building on trust-based relationships.

There is a fine line between basic monetization that increases the quality of service delivery exemplified by Craigslist, and the mind numbing brand assault that appears to be on the horizon on MySpace and You Tube.

If these companies don't calibrate their business model innovations with the needs of their Users then they threaten to alienate their membership and further erode the perceived credibility of internet advertising.

By: carl

carl — Wed, 29 Nov 2006 14:08:45 +0000

maybe i'm outside the target demographic, maybe i'm too cynical of all too ubiquitous ad-centric business plans … whatever, i do know in all my years on the internet i have never once clicked on an advert.

someone needs to work out how to metric the value of subliminal advertising/charging on the web? i don't click but it doesn't mean i haven't been 'sold' the idea/brand of something …

good luck ;-)