Google Takes Aim at Display Ads, News Media, World Domination

Posted by Daniel Shain

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It seems like every week we hear about more things Google is trying to sink its teeth into. This week, Google has announced plans to take the fight with Yahoo! over display ads to the next level, and also wooed the news industry with an experimental viewer.

Whether it's an ambitious plan to digitize millions of books (the legality of which is currently being fought in court), a voice service that runs your telephones, developing ChromeOS to rival the Windows/Apple/Random Linux Flavor triumverate, or building a secret stockpile of internet stats, Google has seemed to be continuously moving into new markets and acquiring new technologies. The latest attack will be a frontal assault on Yahoo!, the current leader in display ads, for supremacy.

Google has long been the king of text ads, but revenue in that department has slowed in recent times. Seeing that the money is in larger ads that can display pictures, Google spent 3.1 billion dollars to acquire DoubleClick, an ad company featuring a method of selling ads called an "ad exchange". Basically, advertisers can automatically bid certain amounts for pageviews that meet certain criteria, be that criteria collected information about the user or something as simple as time of day. And just like that, you have placed your ad in as targeted a space as you have specified for a price you specified. Sounds like a good deal. Yahoo! has an ad exchange too (Right Media), and while it's estimated only 10-15% of display ads are sold this way it is seen as the future of the industry. Yahoo! has welcomed the challenge, and they have plenty of time to work against Google now that Microsoft is handling most of the searching issues oh Yahoo!. It will be interesting to see how this plays out.

Google has also introduced fast flip. Fast flip is a site filled with scanned pages of newspaper articles from a number of partners, including The New York Times, BBC, Cosmopolitan, Esquire, TechCrunch, and others from the newspaper/magazine/e-zine business. The pages are stripped of ads and other things that slow down articles from loading, with the idea being that people will enjoy flipping through news articles if it feels like it is as fast as flipping through a real newspaper or magazine. Sometimes the scanned version is the entire article, but sometimes it is only a truncated version - clicking anywhere on the article will bring you to the full version. Google's plan is to display ads alongside the stories on fast flip and share the revenue. The program is clearly in its infancy, but already provides an interesting way of viewing news in a way that feels more authentic than simply reading headlines from an RSS feed.

Google is everywhere people... watch out.

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  • By: Louis Vuitton Bellevue PM M93585 Louis Vuitton Bellevue Aug 25, 2010 4:29 AM

    So now Google wants to boost up earning and compete with Yahoo for the ad exchange market. Hope Yahoo can survive in this although I don't expect Yahoo will win.

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    By: Alan Dec 01, 2009 10:50 PM

    Google has long been dominated the PPC contextual ad market on the Internet. Yahoo isn't able to compete with Google but fortunately Yahoo still able to earn money consistently. Google has earned great money from the contextual advertising. Their earning slowed down may be is due to the recession economy.

    So now Google wants to boost up earning and compete with Yahoo for the ad exchange market. Hope Yahoo can survive in this although I don't expect Yahoo will win.

    i agree

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  • By: Katrina Grant Apr 19, 2010 4:20 AM

    Google is the most trusted search engine by many users today. Google offers a lot of features and tools that is why users love it.

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  • By: Cheng Dec 03, 2009 9:58 PM

    Yes. It's true Google has dominated the online search ad industry. And now they are taking the steps to dominate the 'ad exchange' market as well. I'm confident that Google will win this competition with Yahoo as well. Google is [url="http://moneymakerinfo.blogspot.com"]making money[/url]. They have the fund and creative team. Yahoo is in trouble.

  • By: Alan Dec 01, 2009 10:50 PM

    Google has long been dominated the PPC contextual ad market on the Internet. Yahoo isn't able to compete with Google but fortunately Yahoo still able to earn money consistently. Google has earned great money from the contextual advertising. Their earning slowed down may be is due to the recession economy.

    So now Google wants to boost up earning and compete with Yahoo for the ad exchange market. Hope Yahoo can survive in this although I don't expect Yahoo will win.

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