My friend Dave at EatMedia send me the following from WIRED:
Seamless ad trading may turn out to be just the start. Google could also encourage buyers and sellers to exploit the hidden value of inventory by blending their clickstream databases with data gleaned from the likes of Experian and Acxiom as well as social networking sites.
Make no mistake: Google intends to move beyond behavioural advertising to much more profound levels of insight about web users. Overlaid with externally-sourced data and allied with Google’s knowledge of search, large-scale automated trading could be a game changer.
A successful ad exchange will also open up opportunities for arbitrage – spotting value, buying it cheap and selling dear. Some anticipate secondary derivatives markets based around a big, central exchange.
This TechCrunch post, Job Boards Are So Over. TalentSeekr Targets And Recruits Through Ads Instead, talks about how TalentSeekr is:
…an ad network for jobs. Companies fill out what jobs they are trying to fill in what locations, then TalentSeekr creates and tests multiple ads across the Web—social networks, blogs, forums, search engines, you name it. Based on the response rate and quality of the applicants that come through the ads, TalentSeekr optimizes the mix of ad types (banner, text, video, creative elements) and placement. (Watch the video below to see how it works). If more qualified applicants are coming in through LinkedIn than Facebook, it readjusts the mix. (In fact, LinkedIn makes a lot of money through recruitment ads on its own site in much the same manner. TalentSeeker is attempting to apply the same principles in a more distributed manner across the Web).
Question of the day: Why don’t dating sites use actual profile photos in their social networking ads?
