Category: Yahoo!

See this short Doubleclick video interview. And think about Google controlling Doubleclick

Take a look at this video featuring Doubleclick’s Rob Victor, Product Manager for Emerging Tech. He discusses the future of mobile and other online marketing issues. One of our favorite lines is: “the challenge facing interactive marketers is getting reliable data from multiple types of media.” [We can imagine who will have such “reliable data” if the FTC permits the merger to go through].

Another excerpt from the interview with Mr. Victor, which gives a glimpse of where it’s all going (not that the industry needs to be reminded. Just the FTC and the public): “At Doubleclick, what we’re doing is creating the opportunity for publishers to sell mobile advertising more reliably. So that means allowing publishers to do ad campaigns which are image banners, combination ads, as well as destination pages for advertisers. But even when they can buy those type of ads, the issue facing them is what happens when you want to start adding an SMS campaign into that, have some sort of call to action–a short code. Buying beyond the standard banner and doing a proper media mix is going to be quite challenging.”

When we saw Esther Dyson’s announcement on Huffington Post a few weeks ago proposing a contest encouraging the public to submit videos focused on data-collecting cookies and privacy [for the upcoming November 1 Federal Trade Commission town hall], we raised concerns. Ms. Dyson wrote that she was thinking of having key online marketing industry companies, inc. behavioral targeting firms, sponsor such a contest. In addition, Ms. Dyson herself has a long involvement with the high-tech industry, including a recent deal to appear on a Doubleclick-sponsored promotional video. We liked the idea of the public weighing-in. Just didn’t want the gatekeeper to be Ms. Dyson and online advertising industry-related sponsors.

Ms. Dyson has gotten Harvard’s Berkman Center and its project “Stopbadware.org” to act as the facilitator for the “Cookie Crumble” contest, which now includes a $5000 first prize. Five videos are to be shown during the two-day FTC event. I was told that one reviewer for the video submissions will be someone from Consumer Reports Webwatch. Google is a sponsor of the contest, as is Ms. Dyson’s EDVentures. Google is also a corporate sponsor of Berkman’s Stopbadware effort [we believe academic organizations focused on digital media policy who are funded by the very same companies they should be analyzing on behalf of the broad public, raises academic conflicts of interest]. By the way, we have agreed to be a reviewer of the final videos, after our privacy advocacy colleagues urged us to do so.

But as explained to both Berkman and our colleagues, this Google-supported PR effort is designed to undermine and narrow the growing debate on meaningful privacy protections for commercial digital communications. It’s not just cookies–that’s what the organizers and backers would like people to think. It’s a sophisticated, rapidly evolving, and–frankly disturbing–system with many inter-related components. Google knows that. So, I assume, does Berkman. Cookies are just one of the pieces of an highly-developed commercial data-mining and targeting system that’s designed to influence our behavior. The folks at Berkman should recognize that their reputation–something gained in part from the time when Lawrence Lessig graced their halls–is at stake when they give cover to political efforts favorable to their corporate backers. Hey, Berkman! What about a contest asking users to create videos about what a Google-Doubleclick merger will really mean for privacy and the future of digital media?

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Yahoo! No Competitor for Google (and neither is MSN!)

excerpt from: “Yahoo Worth More Divided Or Sold: Analyst”

YAHOO’S VALUE WILL NOT BE unleashed until it is broken up or sold, Sanford C. Bernstein & Co. analyst Jeffrey Lindsay said in a research report last week. “To stop the inevitable slide into irrelevance, the management team must consider more radical actions and strategies,” Lindsay wrote. “Incremental changes to rebuild revenues simply won’t cut it this time.”…
Yahoo could be broken into ad and subscription businesses to reach his $39-a-share estimate, Lindsay wrote.”

article by Laurie Petersen, executive editor, MediaPost.

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Dissing the FTC’s Privacy and Online Marketing Efforts: Some Behavioral Targeting Marketers

At Monday’s OMMA conference, what was both astounding and sad was the almost total absence of corporate responsibility regarding data privacy (among many other issues, which we will turn to later). At a workshop sponsored by Blue Lithium (now being acquired by Yahoo!) a company exec remarked that the current FTC inquiry into digital marketing and privacy wouldn’t result in any serious change. He suggested the FTC would, in essence, `go away,’ just as it did after the establishment of the meaningless NAI self-regulation guidelines in 2000. Those rules were put in place to quell any serious FTC action on online profiling.

The online ad industry should admit there’s a real problem, with privacy and many of the techniques underlying interactive marketing. Then we can move on to meaningful safeguards. Meanwhile, here’s an excerpt from the handy guide Blue Lithium distributed Monday, entitled “Behavioral Targeting: The Good, The Bad, The Ugly.” “Behavioral targeting tracks consumer Internet activity (sites and sections/pages of sites visited, links clicked on, ads seen and responded to or not responded to)…Behavioral targeting follows an audience around the Web…Placed on a homepage, product or category page or into an ad unit, the behavioral targeting pixel marks each visitor. Later, this data is used to target prospects as they visit other sites across the Web.”

excerpt: “Google has officially launched Gadget Ads–widgets that advertisers can use to spread their messages across the search giant’s content network…Marketers have the option to target consumers by keyword, site, demo- or geographic location, and their Gadget Ads will compete against text, images and other ad formats for the placement on pages in Google’s content network. According to Christian Oestlien, Google business product manager, Gadget Ads are also backed by actionable metrics. “In addition to the combination of precision and scale, advertisers get a whole system for tracking interactions. They can specify particular behaviors like mouse-overs or clicking-throughs, and get an interaction report in the AdWords Report Center.”

from: “It’s Official: AdWords Widgets = Google Gadget Ads.” Tameka Kee. Online Medua Daily. Sept. 19, 2007. reg required:

Peter Fleischer, Online Advertising & Privacy: More than PR is Required

Mr. Fleischer made news yesterday when he presented Google’s call for “global privacy standards” at a UNESCO meeting. Google endorsed the weak (“flexible”) APEC proposal as a model framework. Really, Google should be ashamed. Rather than grabbing the lowest-hanging privacy fruit, the company should be calling for national policies that truly protect us. Google needs to engage in a honest discussion about the role data collection and targeted interactive marketing plays in its business. That’s where Google generates (according to its most recent 10K) 99% of its revenues. The reason Google is on a privacy PR offensive now is because of the mounting criticism coming from NGOs and regulators reviewing its overall approach to privacy as well as its proposed takeover of Doubleclick. Google wants to become, in its own words, the “definitive source of marketing intelligence.” In the digital ad era, that means knowing so much about each and everyone of us it can deliver a steady flow of precisely targeted interactive marketing messages across all platforms.

Can Google be candid? It should return to UNESCO and other national capitals (Back to Madrid, Peter! and to DC too) and explain how it plans to deal with Doubleclick and all the data it generates. Be forthcoming about what kind of data collection is at the heart of its mobile marketing plans. But in addition to honestly informing the public, Google must strive to do what’s right. Otherwise, they are merely a huge corporation more concerned about ever-expanding profits than protecting the public interest. It’s hard to believe they can’t embrace a business model where protecting human freedom and autonomy comes first.
PS: We urge you to read Marc Rotenberg’s comments about the APEC standard Google hails as a model. Here’s a link to a CNET story.

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Google and Yahoo! Among Largest Donors of Ad Council

In a full-page ad in today’s New York Times “Week in Review” section, the Ad Council lists its `who’s who’ of media and big brand donors. Atop its list is the “President’s Circle,” those select few who donated $150k and up. Google and Yahoo! joined Johnson & Johnson, PepsiCo, Time Warner and the board and staff of the Ad Council itself in that select donor category. In comparison, CBS, Coca-Cola and Microsoft was listed below in the Council’s “Leadership Circle,” donating anywhere from $100K-149K [“Bronze Class” donors, the lowest category of those giving between $1K and $4,999 included media companies Bonneville International, Media General, and the Hallmark Channel].

Google also serves on the Ad Council’s board of directors, working alongside many of the global heavyweights in marketing and media, including Publicis, McDonald’s, DDB Worldwide, and the New York Times. Despite its rhetoric as an organization dedicated to public service, the Ad Council is really part of the marketing industries political support system. While there are many in the ad business who sincerely do care about the public interest, the Council isn’t ultimately about supporting real change. Certainly nothing which would seriously challenge the role marketing and advertising plays in contributing to inequities in our global culture.

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Yahoo! has unveiled an online targeting ad category for elections–raising serious questions about privacy and potential voter manipulation. Now, in addition to fast foods and cars, marketers can use Yahoo!’s ad platforms to target voters. Here’s what Yahoo! says it can do [excerpt]:

“The most sophisticated targeting tools that allow micro-targeting of audiences… We offer the most targeted elections audiences with more options than any other network or media…
Control and manage your message with paid media solutions designed to deliver on your objectives…
Create impact with rich, interactive ads designed to allow data capture and video…
Extensive data and analytics that ensure strategic measurement of results…
Access tools that provide detailed information on who is interacting with your ads. Gain an extra edge during your campaign with detailed trial and repeat data on consumers exposed to your messages…Yahoo! offers consulting on rich media solutions—ensuring your campaign is maximized to meet its target objectives and is leveraging the latest technology and most cutting edge learnings in creative and technical best practices.”

Among the targeting tools Yahoo! offers candidates and campaigns are [excerpt]:

“Behavioral Targeting
Target visitors by what they are currently doing and have been doing. Looking for car shoppers, soccer moms or recent shoppers in any category? We have them.

Database Targeting
You’ve done a lot to build your database, how about putting it to work on Yahoo!? Match your customers with ours, use your own segmentation, target messages to your best customers, and find lots more who look-like them too.”

None of these new media marketing approaches should be used by candidates and campaigns. There first should be a broad public debate about the power of these technologies and how they might be used. Only after we have the appropriate national privacy policy and the development of ethical and legal standards for electoral digital micro-targeting and marketing, should we see campaigns embrace the full range of online advertising approaches.

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Yahoo! Swallows Blue Lithium to Expand its Behavioral Targeting Effort

The ever-growing consolidation of control in the online ad market continues (something CDD and USPIRG warned the FTC about in Nov. 2006). Yesterday, Yahoo! acquired ad network and behavioral targeting firm Blue Lithium. The deal is part of the spate of $30b or so mergers [Ad Age. sub. may be required] and acquisitions in the ad marketplace we’ve witnessed just in the first half of 2007. There have been major deals by Google [Doubleclick], Microsoft [aQuantive], Time Warner’s AOL [Third Screen Media, Tacoda], WPP [24/7] and Yahoo! itself (RightMedia]. These deals are a major threat to privacy. Here’s what Yahoo!’s Jerry Yang said in announcing the deal:

“This acquisition will extend our ability to deliver powerful data analytics, advanced targeting and innovative media buying strategies to our customers, who are increasingly looking for these insights. By leveraging BlueLithium’s complementary expertise and tools, we will be able to better address the needs of our performance-based display advertisers and enhance the value of our publishers’ inventory.”

Blue Lithium adds to Yahoo!’s BT data-collecting and targeting arsenal ( it recently launched the perversely termed “smart ads” effort). It’s newly acquired online ad exchange–RightMedia–also offers behavioral targeting. There is a tremendous explosion going on in terms of data collection, profiling, etc. from online marketers. It’s not–as Yahoo! lamely claims–about seeing an ad for Las Vegas instead of Paris if you want to get married in Nevada. It’s about commercial surveillance and the manipulation of the public.

PS: Paidcontent.org pointed out this comment on Yahoo!s corporate blog, which shows you their partners and reach:
“By acquiring BlueLithium, we’ll be accelerating our advertiser, product, and engineering roadmaps and will be in position to better compete in the burgeoning performance marketing arena.

This is the logical next step as we build what we believe will be one of the world’s leading online display ad networks, which includes inventory on Yahoo!’s owned and operated properties, our affiliate network (our partnerships with eBay, Comcast, and our consortium of nearly 400 newspapers), the Yahoo! Publisher Network, and the Right Media Exchange.”

Stat on Blue Lithium via DM News:  “According to comScore Media Metrix, BlueLithium is the fifth largest ad network in the United States and second largest in the UK with 145 million unique visitors each month.”

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Online Mortgage Mess: Regulators should investigate the nexus between search and subprime

The role played by the commercial online industry promoting mortgage information and services, contributing to the approx. two million Americans now facing uncertainty about their homes, requires official scrutiny. We note from today’s Online Media Daily that “[A]ccording to Nielsen, just over a third of all U.S. online advertising dollars spent in July came from the financial sector–with mortgage and credit reporting firms representing five of the top ten advertisers. Together, those companies spent nearly $200 million on search, display and other Web advertising…ad networks may face significant losses–as sub-prime lenders often purchase remnant inventory, not premium placement directly from publishers.”

The online lead generation market, the role of the search engines in placing ads, and the use of ad networks (including behavioral targeting) should be the focus of a series of investigations from state AG’s and federal officials.
For current mortgage rates and quotes visit www.saveonrefinance.com Source for quote. “Gauging The Hype On Mortgage Meltdown’s Online Ad Impact.” Tameka Kee. Online Media Daily. Sept. 4, 2007.