Google’s Ad Industry-related Job Openings: help us become the “definitive source of marketing intelligence”

These three job announcements from Google are too good to ignore. They say a lot about where Google–and global society–are headed. I’ve excerpted from the complete ad (but links are there if you want to apply!). Take a look esp. at # 2.:

1. “The role: Industry Marketing Manager, Advertising Agencies – New York

As an Industry Marketing Manager in Industry Development, you’ll establish and build marketing strategies and tactics for Advertising Agencies. This involves positioning and tailoring Google products to the Advertising Agencies Vertical, staying current with consumer and industry trends, developing a reputation as a thought leader, contributing to effective collateral and interactive presentations, and working with Research on identifying your sector’s needs, contributing to the custom research scope and packaging the results. Expertise in the Ad Agencies Vertical is preferred…


  • Create and execute strategic marketing plans and programs to support Google’s advertising sales efforts in search, display, TV, audio, print, online video and commerce…”

2. “Consumer Advertising Insights Director… As the Consumer Advertising Insights Director, you will develop and grow our existing team of consumer and industry research analysts. Working with stakeholders across functions here at Google, you will drive the overall advertising research business strategy. Your team will be responsible for developing external communication frameworks for proprietary insights, primary research roadmaps, and secondary research programs. Working with the world’s leading marketers, your team will provide actionable marketing insights across industries, brands, and customers, informing the very marketing decisions that get executed through Google and beyond.

Key responsibilities will include demonstrating the value of Google as a brand-building platform, providing unique insights into consumer perception, behavior, and attitudes around the brands we are building, and managing relationships with vendors and clients. This role will provide the opportunity to work side-by-side with Google’s sales organization to provide subject matter expertise for our customers’ marketing and consumer research functions.


  • Establish Google as the definitive source of marketing intelligence.
  • Produce actionable and industry-leading insights around consumer web behavior.
  • Assess online advertising effectiveness and manage related programs.
  • Develop correlations between online and offline media and become an intelligent broker of media mix solutions, by client, industry, and marketing objective.
  • Analyze consumer web behavior for macro insights and trends.
  • Develop new industry intelligence by conducting independent primary research studies.
  • Partner with leading think-tanks (industry groups, academia, consulting firms).”

3. “The role: Industry Marketing Manager, Brand Advertising Solutions

The Industry Marketing Manager for Brand Advertising Solutions will work to define and execute marketing programs that help drive advertiser adoption of Google’s online display and video advertising solutions. With the rapid evolution of the online advertising landscape, and Google as the leading innovator in that market, this role will be at the center of much industry change. You’ll work closely with both Google and YouTube sales management on marketing programs that educate and influence the world’s largest advertisers and ad agencies. You’re an outstanding writer, an excellent communicator and a team leader. You also have the ability to create effective, interactive presentations and deliver them in front of large groups. Your thought leadership, excellent client-servicing and relationship skills, and entrepreneurship allow you to make persuasive presentations in front of new and existing customers.


  • Create and execute strategic marketing plans and programs to support Google’s advertising sales efforts, with focus on YouTube ads and online display ads.
  • Analyze data, trends and client performance, contribute to solid strategic sales plans, and prepare research and data for presentations the Sales team will use.
  • Create marketing materials such as case studies, thought-leadership pieces, client presentations, executive presentations, videos, media kits and white papers.
  • Provide insights and case studies that promote Google’s advertising platforms in your proposals.
  • Develop event strategy and drive your sector’s visibility by speaking at industry events and interacting with the media.”

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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Video Ads Likely to Appear on Searches from Google

The evolution of Google from a system designed to provide the public with information into a full-blown data–collection broadband video platform promoting the interests of brands and marketers will make a very good Ph.D. thesis (we think Stanford would be a great place to write it up!). Here’s an excerpt from today’s Online Media Daily entitled: Google Considers Video for Search Listings:

Sundar Pichai, Google’s director of product management, and Nicholas Fox, Google’s group business product manager, addressed the possibility of bundling image or video ads into Google’s Universal Search. The discussion took place Thursday at the Citigroup Technology Conference in New York.

Fox says integrating video or image ads into sponsored search results is an option that has come up in internal discussions, since search ads are there to give users information that is most relevant to their query. “In many cases that’s a text ad,” Fox says. “In some cases, it may be an image, a video, or something else…” He gives the example of a local butcher: A video with shots of fresh meat and the overall store experience would be more enticing than a 10-word text ad. More value is provided to both the consumer and advertiser. Currently there is more thinking than action around the issue at Mountain View, and for potential experiments, Google will proceed “cautiously and slowly,” Fox says.

According to Pichai…[A]ny steps Google makes will have to be “incremental and evolutionary.”

source: “Google Considers Video for Search Listings.” Tameka Lee. Online Media Daily. September 7, 2007

Knight Foundation and a Grant for Viacom’s MTV: Funding a giant on its Journalism advisory committee

We have long had concerns about foundations funding media conglomerates to provide public service content. So, the John S. and James L. Knight Foundation’s recent award of $700,000 to MTV was troubling for us. The grant, part of Knight’s News Challenge awards, was so MTV can create “a Knight Mobile Youth Journalist (Knight “MyJos”) in each of the 50 states and the District of Columbia to report weekly – on cell phones, and other media – on key issues including the environment, 2008 presidential election and sexual health.” Viacom’s 2006 revenues were $11.5 billion. Don’t you think there’s enough left over to pay for the mobile journalism program! The idea that MTV should be subsidized for contributing to public service is wrong-headed. Besides, MTV is engaged in such mobile activities to help build up its brand so it can earn more online advertising dollars.

Journalism foundations such as Knight–and J-Schools–should be holding the media industry’s editorial feet to the fire, shaming them to spend more money on serious journalism. Knight should not be funding media conglomerates whose owner resides comfortably in Beverly Hills. Meanwhile, it what raises some interesting questions about “insider funding,” we note that Viacom’s MTV VP Ian Rowe serves on the Knight Foundation advisory committe for journalism. Rowe is quoted in the Knight Foundation press release announcing its News Challenge grants as a grantee spokesperson.

PS: What timing. Broadcasting & Cable just reported that Knight is again teaming with Viacom’s MTV to give away $500,000 to support “young people who have ideas for pushing journalism into the digital age.” It’s called the “Young Creators Award.” We hope all the money has come from Viacom. By the way, Knight and media beat reporters should be asking what MTV is doing with the data it can collect from mobile users. Will it engage in targeting for its other products? In what ways are the Knight supported work designed to build up the commercial role of MTV? How much is such pro-social ad campaigns worth to Viacom’s bottom-line?

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: 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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For Sale on Ebay: Your Online Privacy

eBay is working with behavioral targeting technologies, including a test “retargeting” users (that means electronically shadowing) as they visit AOL, MSN, clients of Yahoo’s RightMedia ad exchange and other sites (eBay has contracted with AOL’s Tacoda subsidiary, a behavioral targeting specialist). According to Behavioral Insider, eBay is using “a member’s on-site history to target relevant ads by its many Power Sellers.” As the publication explains, “[T]he world’s biggest online auction house knows a lot about its users’ bidding, browsing and buying habits, and now eBay is leveraging this knowledge in behavioral ad targeting both on and off the site.”

How is eBay tracking users? Here’s what Kasey Chappelle, director of eBay’s marketplace division, told the Insider: “Some of the things we are doing off-eBay involve retargeting where you are traveling to a site after being to eBay and we place an eBay ad there that is going to change depending on what you have done in the past on an eBay site.” eBay’s Scott Shipman explained that the kind of data used to track and target you includes… “category type of data, bidding data, the types of items you may be bidding on or browsing on within the eBay system… What we know about are items you are bidding and browsing and listing and selling in certain categories, so we can pass that information into a profile. When you are out on the Internet and are about to see an eBay ad we can associate that affinity with the ad.”

This, of course, raises serious personal privacy concerns. But while eBay is proclaiming that it’s protecting your privacy—it’s not really in our opinion. That’s because Ebay’s new so-called “AdChoice” privacy scheme is an opt-out service. According to the news report, one can “opt-out” of the system if eBay customers click on various links that then send them “directly to a page that lets then [sic] state a preference whether they want their eBay data used to target that ad to them.”

Here’s how eBay’s Shipman, who serves as its senior counsel, global privacy practice, explains it: “The eBay page explains the AdChoice program, that we care about your information and how you are targeted and marketed to. And if you would prefer that we don’t use your information to target ads to you, you can tell us that you would prefer a generic ad and not have ads targeted to you. And you opt out immediately.”

We placed a call to Mr. Shipman early yesterday, seeking an explanation of the opt-out scheme. But he did not return the call as of this posting.

eBay has been one of the leading companies promoting network neutrality–an open Internet. Protecting privacy is a key component of such an open and democratically-run online medium. Privacy shouldn’t be for sale–even on eBay.

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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 Source for quote. “Gauging The Hype On Mortgage Meltdown’s Online Ad Impact.” Tameka Kee. Online Media Daily. Sept. 4, 2007.