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Wednesday, May 07, 2003

Xtreme Advertizing 2 Kidz: Kiss Your $$$ Goodbye

Google advertising, formerly admired because the target prospects are often intelligent people typing words into a search engine, now also appears on "content partner" sites, sometimes through direct partnerships, and sometimes via ad brokers such as Burst Media (always friendly to the small impecunious webmaster).

I just noticed one of my own ads appearing on a site called aimfilez.com (typical entry: how to make your partner's a:/ drive whir from within AOL Instant Messenger; contact info on site: first names only). A typical rule of thumb for me when choosing a place to put my B2B ads (as if I have any choice in this case) is: steer clear of any sites focusing on "filez," "warez," "kidz," etc. I don't want these punks clicking on my ads and draining my account. I'm sure a lot of advertisers feel the same way.

So are we back to the days when the ad brokers laundered money for crap content sites with no value to advertisers (search for "eFront fiasco" and you'll get a refresher)? It appears we may be heading that way. Advertisers can, and probably should, "just say no" to Content Targeting until they're sure that it's going to pay off for them. But the whole problem would be solved by offering advertisers (let's say, good customers who spend x amount per year) even more choice - choosing which partner sites or ad networks to opt out of.

Google: your partnerships ultimately reflect on you. You're splitting ad revenues with script kiddies now?

Posted by Andrew Goodman




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