White Spaces – a new battle ground

18 August, 2008

Google launched a new website this week to help lobby the US FCC on the future of ‘white space’ spectrum. Up here on AdViking mountain we support this campiagn and await the outcome… Related: more about this topic over on the WSJ – that’s worth a read.


Privacy Moves by Google & Yahoo!

11 August, 2008

The recent moves by Google and Yahoo! to allow one-click opt out to cookie tracking are significant to the online ad industry. There is a much longer and more thought out post on this topic but to keep it short and sweet (just like a homemade cookie) the gist is that this is a sumply a proactive move in light of recent US gov scrutiny. Google’s policy and opt-out is HERE… Also here is the official Yahoo release and Google’s blog post on the subject

Opt-out is much better for the advertiser than an opt-in in the online ad space. Not to worry, Google and other ad technology providers are benefitting massively from cookie tracking that 3rd party networks run even if users opt-out directly from the big players. I am starting to think that the new battle ground for online advertising is over 3rd party traffic – making this a proxy war… Hmmm time for a snack to ponder that one further.

Note to Google: You Can’t Please Everyone!

10 April, 2008

AdViking notes that Google has just backed down on it’s full ‘Trademark Protection’ policy in the UK. It had previously allowed brand owners to block anyone advertising on their keywords or using their brand names in their adverts. Google claims that because this change of policy only affects keywords and not advert copy, it will stop passing off… but that depends on how clever the ad copy is!

The reality of the situation is that Google are opening the marketplace back up on these terms and, lets face it, once the competition starts up, then the brand owners are only one position of many.

However, AdViking believes that the takeup of such trademark protection was snowballing as increasing brand owners were taking advantage of it. Reports in the news that AdWords revenues were stalling was affecting share price and, hey, who are Google not to listen to their poor, starved, shareholders?

We also welcome the opening up because Trademark Protection policy was actually being used for price fixing… or at least attempts at price fixing. A few months ago you’d have loads of adverts on ‘cheap peugeot’ on Google UK, now there is only one.

So, bring on May 5th, when the market hots up again! Should be interesting…