How will Google et al. Seek Permission?
More on the battle for approved, spam-free access to inboxes for targeted ads...
Advertising.com has a deal with, for example, Topica Email Publisher, which may help some publishers increase revenues easily while providing advertisers with targeting opportunities.
There are several email sending services out there who send large volumes of email, and the battle over partnerships like this is sure to heat up soon. If Overture or Google can't wrest such partnerships away from smaller players like Advertising.com, what's next?
Clearly, we could see companies like Yahoo or Google acquiring the Topicas of the world. Google likely won't do it -- too risky to divert that much from their core focus. That leaves Yahoo, and even more likely, companies like FindWhat, Infospace, and Marchex who already seem willing to run themselves like eclectic holding companies (viz. FindWhat's acquisition of shopping cart provider Miva Corp.) -- in the running for such properties.
With once again high-flying Internet stock available to be used as currency, it's about to get busy - and messy - for the accountants and bankers.
Posted by Andrew Goodman
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