Tag Archives: advertising

Jana Herwig

Yahoo vs Google – Technology vs Advertising

by , Category: Search Engines

Just stumbled upon this observation in a blog post by Daniel Tunkelang where he compares Yahoo’s and Google’s latest key word tools, and chuckled. The occasion was Yahoo’s release of a new BOSS features called Key Terms, and Google’s announcement of the release of a new tool that tells you which keyterms you’re missing (i.e. should potentially buy):

I imagine that the technology behind both tools isn’t all that different–or at least doesn’t have to be. But, while Yahoo makes friends in the technology community (especially among researchers), Google makes friends in the advertising community–and makes itself oodles of money.

Nice analogy, Daniel!

Tassilo Pellegrini

Advertising industry finally got to grips with the Semantic Web?

by , Category: Enterprise 2.0, Internet & Media, Miscellaneous, Search Engines

That the Semantic Web is based on “concepts” not on terms is maybe a small but nevertheless mind-blowing insight when it gets to assess its potential for the advertising industry. And this is especially true for semantic search advertising. Scott Provost from Powerset made this very clear when he spoke at this year’s Search Engine Strategies in San Jose. In his words taken from a recent epiphany post:

If people aren’t bidding on keywords and are bidding on concepts, it could completely change the ball game.

A similar point is stressed by Kartal Guner, chief architect of Hakia.com at a Search Engine Rountable on August 18, 2008. Accordingly, Search Engine Optimizers will focus on content not just key words in the near future.

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