Aol Renews Search Deal With Google; TellApart Innovates With Retargeting Solution In 24 Hours; CPCs Increasing
September 3, 2010 – 12:03 am
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Aol Still Googles
Aol has renewed its search deal with Google for five years and PaidContent's Staci Kramer writes, "The expanded search and content deal now covers mobile search and puts AOL’s content on YouTube." Read more. Doug Anmuth from Barclay's Capital writes in a note to investors: "We believe AOL's search renewal w/GOOG announced this morning improves the deal across the search product, AOL content distribution, and mobile, and carries better economics through a modestly higher TAC rate. However, we believe it is essentially in line with expectations and may even disappoint some who were looking for something more strategic around mapping, display sales, or a potential equity stake." And, read Ad Age's interview with Aol CEO Tim Armstrong.
TellApart Innovates Retargeting
In response to a public request by Federated Media's John Battelle, and in one day, TellApart came up with its own answer to the retargeter's dilemma: "to not just chase folks around the web in hopes they might irritate us into submission." In a two-step, opt-out process, TellApart CEO Josh McFarland and his team offer a way for consumers to opt-out of future ads by a particular TellApart advertiser campaign and opt-out of TellApart campaigns altogether. See Battelle's follow-up post highlighting the solution. Is TellApart's solution the new "i"? At the very least, it would seem another important part of the toolkit for the conversation between the marketer and the consumer has been created - in 24 hours.
Newspapers Now And Forever
VivaKi's Rishad Tobaccowala thinks that newspapers aren't going anywhere no matter how little you think of the offlline format. In an op ed on AdWeek, Tobaccowala writes, "I believe most people who claim to never read newspapers spend more time with them than they know. As I see what folks post on Facebook and the links in my Twitter feeds, I see a huge amount of news articles. Clearly, folks are interacting with the product." But, he still sees plenty of change coming to the newspaper industry. Read about it.
ROI Is #1 For SMBs
A recent survey by Looksmart revealed that small business owners care about - no surprise -every penny they spend on advertising. Specifically, the study found "63% of search advertisers cite ROI as one of the most important factors to PPC campaigns, traffic quality comes in at a very close second, with 53% stating this as one of their top objectives." Read more.
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