A step toward fulfilling the web’s promise of one-to-one marketing
New efforts by Google and Overture Services Inc. to dynamically place ads in the context of pages that web users are viewing are an important step toward fulfilling the Internet’s promise of one-to-one marketing, GartnerG2 principal advertising analysts Denise Garcia says. “The promise of the Internet was that it could deliver the right ad to the right person at the right time,” Garcia says. “But it has never fulfilled that promise. This is a step in that direction.”
Google last week rolled out an enhancement to its AdWords advertising program that will place Google’s customers’ ads on web pages unrelated to Google. Until now, the AdWords program had placed small ads on the search results pages at Google.com. This enhancement will place ads on other sites that have agreements with Google. Google will analyze the page content and place the appropriate ads as customers log onto the page.
Garcia say this new offering builds on Google’s strength. “They have a very sophisticated search engine and search technology to categorize pages by content, then classify those pages,” she says. “Search is only as good as the search engine technology and Google has wonderful technology.”
Days before Google announced its new program, Overture quietly announced it is in development of such a program, but released no information about when it might be ready to roll it out.
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