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Friday, October 01, 2004

Contextual Advertising on a Tear

(Via SearchEngineWatch Blog:)

FindWhat rolls out a publisher program for contextual ads called AdRevenue Xpress.

Good. This gives publishers yet another option for monetizing their content and should strengthen FindWhat's hand as a solid #3 in the paid search brokerage business. Overture's Content Match and Google AdSense make up a growing proportion of those companies' overall revenue picture.

No one knows how big this market will get, because it's tough to draw boundaries around contextual advertising or Internet advertising. With converging media, any type of growth is possible here.

Having the option to pit the revenue performance of various advertising networks against one another, and to place "never-ending" targeted campaigns on websites in fully automated fashion without negotiating with "media buyers," is something akin to nirvana for the smaller publisher. Competition is good.

For advertisers, it's a mixed blessing. As long as the program is administered responsibly, an influx of new publishers should even out the overall click quality. While ROI from this program might not be stellar in absolute terms, there may be more consistency to it as the publisher pool is deepened.

Posted by Andrew Goodman




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