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Search Engines As Advertising Factories
(rt) Over at → Traffick, Andrew Goodman points out that Google and Yahoo! have long overtaken traditional, still-perceived-to-be online advertising market leaders like Doubleclick:
I was chatting in line with a marketer with a large retailer. Like many, he had completely missed the generational shift wherein companies like Doubleclick had been surpassed in the online ad serving game by Yahoo and Google. (The combined market valuations of these two companies is $100 billion, which puts the recent buyout of Doubleclick for $1.2 billion into perspective.)
Doubleclick isn’t a “small” company. But your Yahoos and your Googles are a lot bigger than many people realize, and doing a lot more things than many realize.
This anecdote aptly illustrates a basic misconception pervasive not only among more or less clueless Internet surfers but, and that’s what so critical about it, even among businesses strongly focused on the marketing challenges involved in online commerce.
While he does not address SEO / SEM proper, the search marketing industry both as a whole as well as its individual members should be well aware that this is the way the proverbial cookie crumbles – and that proper client education is probably the most rewarding revenue resource of them all.
A good read:
→ But Is It Search?
You read another, complementary take here:
↗ fantOpEd:
Search Engines as Data Gobblers
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[Keywords: consumer tracking, data mining, SEO/SEM market, search engine monetization, search engine profitability, SEO/SEM strategies, web analytics ]
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