Forum Moderators: martinibuster
Today, AdSense is a time consuming system to manage if a publisher is picky about not displaying MFA, and Google itself is moving away and running back towards non contextual PPC targeting along with the age old CPM.
Web 2.0 is just a hype?
Google cornering all markets?
Contextual not working as advertised?
Market trends sliding backwards and Google chasing it?
Your take.
In a way it is almost disturbing to me that AdSense has conditioned site owners to think that the only ad that should be shown on a site is one that is spot on to the content. While that is true for a pure contextual product, since that is the only way to judge whether the product is doing what it was designed to do, it is not the final solution.
AdSense has all but destroyed the idea that a certain type of person can be targeted with an ad that may pertain to the person themselves and not just the text of a page. This is where AdSense has failed miserably but I do think they are realizing this now. Unfortunately they have to undo the mindset of the site owners that are now conditioned to see ads exactly targeted to the text of a page or they think something has gone horribly wrong. This makes it very hard for other forms of advertising such as branding to catch on within the network.
So I don't think AdSense was/is hype but rather just another advertising product that has a limited scope and for Google to expand on it is a good thing. Just my humble opinion.
JAG
G is missing a trick if it is failing to deliver some of those, I agree.
Rgds
Damon
AdSense is supposed to be the Web 2.0's take on advertising, revolutionary contextual concept, publisher places code and walks away.. You get the idea.
That's how it's supposed to work and does work for many of us.
Today, AdSense is a time consuming system to manage if a publisher is picky about not displaying MFA
That hasn't been my experience. Most of the ads that I see are legitimate, and I spend virtually no time on "managing" AdSense. Maybe some topics are more of a hassle than others.
and Google itself is moving away and running back towards non contextual PPC targeting along with the age old CPM.
Google isn't "moving away" from contextual ads; indeed, it will soon make them even more attractive to advertisers by allowing site-targeted contextual CPC bidding. As for the addition of CPM ads, that's merel3y an extension of the AdSense platform (along with display ads, video ads, etc.).
Web 2.0 is just a hype?
It may or may not be hype, but AdSense is used on many sites (such as traditional, professionally-edited media sites) that wouldn't be considered "Web 2.0" by any stretch of the imagination.
Google cornering all markets?
Google has made only a tiny dent in the advertising market. It has about 25% of the online advertising market, but that's hardly a dominant share.
Market trends sliding backwards and Google chasing it?
I don't know which market you're referring to, but the online advertising market continues to grow at the expense of traditional media, and Google's advertising revenues (both in-house and AdSense) have grown steadily from quarter to quarter. Whether that growth has a positive effect on you, me, or the next-door neighbor is a different matter altogether. Change happens, and evolution doesn't benefit all species.
I don't know which market you're referring to
EFV,
You're confusing this thread with an "earnings down" thread, we're discussing the evolution of online advertising into "contextual", and posing the question if Google's introducing targeted PPC along with CPM is a step forward and why.
... if Google's introducing targeted PPC along with CPM is a step forward and why.
Of course it will be good for some, publishers and advertizers alike, and a disaster for some, again publishers and advertizers alike. I imagine there will also be a large group in both camps that fall in the middle somewhere.
Targeted contextual ads are likely to be a real boon to advertizers that don't have or want CPM ads, especially image ads.
I'm hoping they work well for me as a publisher, but if they don't I'm prepared to move on.
We have been given plenty of notice about this coming change, so we have plenty of time to prepare.
I have only 2 concerns with targeted PPC:
1- I sell in-house ads on PPC and CPM basis, and need to regroup and see how this new development will affect me.
2- As I said before, good to have another earnings venue through Google, just as long as it does not become an MFA backdoor, or another tool for competition to exhaust an already full competitive ad filter, publishers need opting tools and larger filters to cope with the new development in case it turns bad.
So is it a concession by Google that contextual alone is not going to be rocking the online advertising world in the future?
Sometimes a new tool, or new option is just that, a new tool or new option.
It doesn't have to mean the old tools or options are no longer as useful.
So is it a concession by Google that contextual alone is not going to be rocking the online advertising world in the future?
It isn't a "concession" of anything. When did Google ever say that contextual ads were going to be the only arrow in its quiver?
Contextual CPC ads are a niche product: They're the online equivalent of direct-response magazine advertising. Google would be very foolish indeed if it didn't take full advantage of its technology and infrastructure by building new products on an already successful platform. AdSense publishers would do well to follow Google's example and use contextual ads as just one of several revenue sources.
