Domain Authority, AdWords Quality Scores, & Parasitic Business Models

Apr 25th

As more large trusted publishers launch ad networks will this force Google to rethink their authority heavy algorithms and ad quality scores that benefit these growing arbitrage plays? Or is Google promoting many small ad networks to spread the portion of the pie that they don't control really thin? Shopping sites like Shopping.com, Yahoo! Shopping, BizRate, and NextTag already dominate Google's organic search results and paid listings.

Ask.com just announced their contextual ad network.

Amazon.com just had a solid quarter, and is selling ads directly via ClickRiver.

Why are ads on Wikipedia unthinkable? Because Jimmy Wales is gathering authority and content, waiting for his search project to launch. Don't be surprised if the Wikipedia contains ads soon after Wikisaria's ad program launches.

How many ad networks will online marketers be willing to sign up for?

If you think the web is full of spam now, wait until you see what it looks like when all the large brands put ads in the content, and when shady publishers have a dozen different distributed ad networks to chose from.

Published: April 25, 2007

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Comments

Kyle M Brown
April 25, 2007 - 3:07pm

I wonder how successful these Independent Ad Networks will be.

The clients may be huge (i.e. Ask Jeeves, Wiki) but I wonder about the quality of the ad systems and results for the advertiser.

AdWords has set expectations high. Are huge content sites going to be able to manage an advertising network in addition to the bread and butter.

Someone
April 25, 2007 - 6:10pm

"Why are ads on Wikipedia unthinkable? Because Jimmy Wales is gathering authority and content, waiting for his search project to launch. Don't be surprised if the Wikipedia contains ads soon after Wikisaria's ad program launches."

As far as I know, most of the board of the Wikimedia Foundation is opposed to these, as do many Wikipedia users and administrators.

Remember that Jimmy Wales is pushing Wikia, his company... not Wikipedia, which is independent from this company.

David
April 25, 2007 - 7:33pm

Hi Aaron,
Big fan of your work really. :-)

Some constructive feedback here - its pretty hard to understand what you're trying to say. I think if you keep your sentences short, simple and straight to the point, you will be clear and have more feedback/comments.

I know you have jewels to share and this is why i have you on bloglines. But man, its kinda tough reading your posts. I always have to think about what you're trying to communicate.

- David

Andrew Johnson
April 25, 2007 - 10:44pm

Already PPC advertisers have three major companies to deal with -- Google, Yahoo, and MSN. MSN delivers may be 2-3% of the traffic Google does.

Throw in other networks, and you might be looking at a fraction of a percentage point. Most advertisers won't bother. However, it does open great arbitrage opportunities.

jay
April 26, 2007 - 4:27am

Andrew it depends on how tailored the sites that use these smaller ad networks are. I think Wikipedia and ads could work out very well and even some universities might jump on the bandwagon and offer more of their research together with ads.

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