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Friday, October 28, 2005
So LookSmart's creating content now, to ensure itself a higher-quality distribution network for the pay-per-click ads it sells.
Makes sense. It's the type of on-topic, informative material that the original investors in the original highly granular directory thought would find an audience in the first place.
The next logical step would be to partner with Yahoo, Google, Quigo, etc. to actually serve (at least some of) the ads on those pages. LookSmart built a pretty robust platform for paid search, but the leaders in the field may well have larger advertiser networks and more importantly, advertisers willing and able to take the trouble to fund and maintain their contextual ad accounts.
I'd rather tweak my Google AdWords account to take account of (eg.) LookSmart's new inventory than to have to open up a LookSmart account to get at it.
Posted by
Andrew Goodman
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D'oh!
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