Ads as Monetizers for Real-time Search – Puhleeze

26 October, 2009 at 11:45 2 comments

There was a complete unacknowledged edited rip-off in the DC paper today of the NYT article by Miguel Helft, “How High Will Real-Time Search Fly?” who writes mostly about ads based on search queries are the bloodline of the web and which is why there are questions around the business models and commercialization of real-time search, or more specifically, Twitter-based search. Of course the real-time search champions disagree. A cutesy illustration by James Yang and quotes…

As major events unfold, Twitter, Facebook and other similar services are increasingly becoming the nation’s virtual water coolers to become an instant record of Americans’ collective preoccupations. It’s no wonder, then, that pundits and investors are salivating over the prospect of an effective way to search this information. For all the buzz, however, one question remains unanswered: How easily can real-time search turn into real cash?

No one doubts that helping users find fresh, up-to-the-minute content on the Web is valuable. But plenty of other valuable Web services – including content sites, free Web e-mail and social networks – have struggled to find effective business models. “We have no idea how much you can make off of real-time search,” said Danny Sullivan, a veteran search industry analyst and editor of Search Engine Land, an industry blog.
Search advertising is probably the most effective form of marketing ever invented. Because search queries telegraph a users’ intent with precision, they make it possible to match people with the right ads at the right moment. If real-time search is ever to achieve the same kind of magic, it needs a large volume of queries and the same ability to match users’ intent with ads.

Real-time search entrepreneurs dispute this. Others say examples abound of queries that could be matched with ads: a search for tweets about snow conditions may be an advertising opportunity for ski resorts; one about poor cellphone coverage could attract ads from a rival network etc. Users are exposing their intent, and you have an opportunity to match it.
Google said that real-time search is valuable, though not necessarily because the queries will generate as much cash as regular searches. “We don’t know enough about what kinds of queries people would issue against real-time data to know how monetizable it is,” said Marissa Mayer. Google wants the Twitter data primarily because its mission is to be comprehensive: Google wants to organize all of the world’s information, including the Web’s fleeting real-time conversations to keep people searching on Google.

    Interesting arguments, eh? But quite sad. First of all, real-time web is not just about Twitter (aka, what people are having for their breakfast) which is a post for another day. Secondly, monetization of any web service need not be shovelled into fitting ads (like, depending on the breakfast, show people ads related to butter and jam) which is yet another post. Thirdly, search (and banners) is not the holy grail of monetization. Data is THE currency. Finally, am on it. Patience my precious’.

    , , , , , , , , , , , , , ,


    Entry filed under: Computers/ICT, Projects, Research, WebXP.

    Murphy Quacks # 08 – Couches More Comfortable Earth is Ill – Planet Infected – Globe Sick

    2 Comments Add your own

    • 1. CSR  |  26 October, 2009 at 12:30

      […] Ads as Monetizers for Real-time Search – Puhleeze – 10/26/2009 There was a complete unacknowledged edited rip-off in […]


    • 2. MatchWeb  |  26 October, 2009 at 12:46

      […] More here:  Ads as Monetizers for Real-time Search – Puhleeze […]



    Leave a Reply

    Fill in your details below or click an icon to log in: Logo

    You are commenting using your account. Log Out /  Change )

    Google+ photo

    You are commenting using your Google+ account. Log Out /  Change )

    Twitter picture

    You are commenting using your Twitter account. Log Out /  Change )

    Facebook photo

    You are commenting using your Facebook account. Log Out /  Change )


    Connecting to %s

    Trackback this post  |  Subscribe to the comments via RSS Feed


    October 2009
    M T W T F S S
    « Sep   Nov »


    %d bloggers like this: