Category: advertising & environment

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…

Responsibilities:

  • 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.

Responsibilities:

  • 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.

Responsibilities:

  • 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.”

Dow Jones Conflict Watch: Murdoch, WPP, China Broadband

Just for the record, we want to highlight this Telegraph (UK) story about ad giant WPP investing in China Broadband Capital Partners [via the ever vigilant folks at paidcontent.org]. Here’s an excerpt about Murdoch:
“Co-investors in the China Broadband fund include Rupert Murdoch’s News Corporation, which owns MySpace and holds a stake in the social networking site’s embryonic Chinese operation, and China Netcom, one of the country’s two major state-owned fixed-line operators. PCCW, the Hong Kong-based media group, is also an investor in the fund…China Broadband’s most significant investment to date was its acquisition of a stake in MySpace China, which has yet to be formally launched. A beta version of the site was unveiled in April, and News Corp has not disclosed any details about its performance.”

How can the good journalists at the WSJ and Dow Jones ever hope to really tackle the issues involving Murdoch’s holdings and relationships? They will try, but probably can’t sustain it in the long run. Let’s keep an eye, meanwhile, on News Corp, WPP and the China connection. The Chinese people have a lot at stake about who controls their media future, especially when it combines state control with hyper-commercialization.

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Murdoch’s MySpace expands data collection/ad targeting, including on whether users say they smoke, drink, religious beliefs, etc.

The powerful commercial forces shaping new media platforms like MySpace–so they can better reap big dollars from powerful brand advertisers– should raise user alarm bells. MySpace is going to [our italics] “leverage the data input by each MySpace user into their profile from a group of predefined menu choices (related to questions such as drinker, children, education, smoker, religion, college, employer, etc). Within the next year, MySpace will be able to target ads based on what users write and place on their Myspace page itself, such as what TV shows members like to watch or music they listen to. Aside from focusing on members’ login pages, the ad targeting will be used across all of the MySpace-programmed, “safe” advertising sections, such as the Music homepage and MySpaceTV.” That’s according to a 8/24 report from paidcontent.org

On August 17th, Coca Cola also paid $1 million to “have its logo splashed across the entire home page of the Fox Interactive Media social net for the entire day.”

Such news follows last week’s report from the Wall Street Journal on Facebook’s plans to expand the role of advertising and targeted marketing as well. Much more work needs to be done to create social networks where marketing is done responsibly in terms of privacy, environmental sustainability, and with the focus on revenues serving community interests.

Meanwhile, the Federal Trade Commission should open up an investigation. It’s additional evidence that the agency has to swiftly act to protect consumers, including youth. The upcoming town hall on online marketing and data collection–done in response to a complaint filed by this blogger’s group and USPIRG–is insufficient. What will it take for the FTC to be proactive in this area? Congress should hold hearings on how well the agency is truly addressing the ever-growing threats to online privacy from interactive marketing, including its impact on the public health.

PS: Just a reminder about what a former Fox Interactive president said about MySpace, according to trade reports: the “digital gold inside of MySpace wasn’t the number of users, but the information they’re providing, structured and unstructured data” …

PPS: More on what to expect from profile-based targeting via MySpace [excerpt from 8/7/07 Mike Barrett interview] :”By October or November we’ll have broken these 11 segments into 100 segments. So you can target people who are not just interested in beauty, but makeup. Or people not just interested in travel, but safari travel. Being able to break down the segments even more finely will add more value to marketers.”

Social Relationship data collection and targeting [via imediaconnection]: “Conventional wisdom says that MySpace and Facebook are powerful because of their massive reach and addictive usage. While true, they are in fact even more powerful because they are able to add significant layers of data to make their advertising more relevant. Indeed, very few properties other than social networks collect the various layers of data necessary to provide true relevance. Social networks have the potential to serve advertisements based on a user’s age, sex, interest, relationship data, and with some modifications, they could add the rest of the data as well.”

The imediaconnection piece says that social network marketers can define relationship data by asking itself: “What do we know about the user’s friends that can enable us to better target the advertising.”

Facebook’s new Digital Ad Plan: FTC Needs to Act Now!

Today’s Wall Street Journal story on Facebook’s plans to expand one-to-one interactive ad targeting is just the latest example of the growing threats to personal privacy online [“Facebook Gets Personal With Ad Targeting Plan.” Vauhini Vara. Aug. 23, 2007. sub. required]. The story notes [my italics] that “Facebook Inc. is quietly working on a new advertising system that would let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves. Eventually, it hopes to refine the system to allow it to predict what products and services users might be interested in even before they have specifically mentioned an area.

As the industry watches the Palo Alto, Calif., start-up to see if it can translate its popularity into bigger profits, Facebook has made the new ad plan its top priority…”

Online marketers such as Facebook and so many others want to harvest the ever-flowing rich vein of personal/ behavioral-related info flowing over websites–our friends, interests, media consumption and buying habits, etc.–all so we can be targeted by precision multimedia marketing techniques. The FTC’s recently announced “town hall” meeting about online marketing and privacy–spurred principally by this blogger’s group and US PIRG with our 11/06 complaint–is a completely inadequate response to the problem. Frankly, the FTC cannot act as if they are clueless here, or suggest that the town meeting is part of an intense analysis. The problems are glaring and evident, as we’ve been making clear to the FTC for almost one-year now. It’s time for major policy action to protect the public from unscrupulous marketing techniques designed to invade our privacy and manipulate our behaviors. Facebook should be a wake-up call to the folks at 600 Pennsylvania Ave. and the Hill. If we can’t especially protect Facebook’s young users, (as well as with other social networking sites) it reveals how inadequate our governmental watchdogs are.

PS: It’s worth watching this Ad Age video on how marketers are flocking to Facebook. But a sub. may be required.

Latest stats on Facebook, via MediaPost:”

Facebook has grown three times as fast as MySpace in the past year, according to Nielsen//NetRatings. Seeing a massive influx of first-timers, Facebook U.S. visitor numbers reached 26.6 million in May–up a full 89% year-over-year and 3.6 million more than in April, according to comScore.  Worldwide, comScore reported, Facebook reached 47.2 million visitors in May–8.4 million more than in April, and with an average of 20.6 visits per user.”

PPS! Yesterday, the Financial Times had an important story about the CIA using Facebook and other sites to target their recruiting. Here’s an excerpt [my italics]: “Underscoring the power of social-networking sites, the Central Intelligence Agency recently used Facebook to help boost applications for the national clandestine service. The move sparked concerns that the CIA was monitoring members, which the agency denies.

”Earlier this year, the CIA used Facebook – an excellent peer-to-peer marketing tool – to advertise employment opportunities with the agency,” said George Little, a CIA spokesman. “This effort, part of a much broader campaign leveraging traditional and new advertising media, was used strictly for informational purposes.” [source: US launches ‘MySpace for spies’. Demetri Sevastopulo. FT. Aug 21, 2007. ]

Google & Doubleclick: Merging the No 1. Video Platforms

It’s important to follow the online ad marketplace for video-based advertising. Note what a Doubleclick top exec said in a ClickZ interview: ” We claim we do the most video on the Internet.” The same exec also said that “[A]ccording to all the figures, as far as we can tell, we’re the second largest rich media vendor.”

Of course, Google’s YouTube is the number one online video brand as well [a Google rep. is quoted saying that it’s now the eight largest website]. As YouTube explains, it is “the world’s largest online video community allowing millions of people to discover, watch and share originally created videos. YouTube… acts as a distribution platform for original content creators and advertisers large and small.”

In other words, the merging of Google with Doubleclick will create an online video and search advertising and marketing powerhouse–one which threatens both competition and privacy (among other issues).

excerpt:
A Multi-Party System or a Monopoly

While Google looks at spending potentially $4.6 billion on the wireless auction, it has another multi-billion dollar matter it would like to have settled. That, of course, is its acquisition of DoubleClick. Announced in April, the deal has been met with significant backlash and questioning from all corners. Currently the deal awaits Federal Trade Commission approval. At stake is potential control of the Web advertising ecosystem. A marriage of Google & DoubleClick creates a clear pecking order for all advertising online — an order that would once again put Yahoo and Microsoft in a trailing position…To date, Google employees have out-contributed Microsoft employees toward the 2008 presidential candidates — a stark contrast to the 10:1 contribution margin that existed in 2006…As Google tries to rewrite the rules on how advertising is done and expands its reach into all spectrums of communications, the importance of Washington will only grow. Over the past two years Google has grown its Washington lobbyists base from 0 to 12 (a sizable number for a technology company), hosted four 2008 presidential candidates on its campus (three Dems, one Republican) and established its own political action committee that has already out-raised its 2006 total.”

from: “The Next President: Sponsored by Google.” Chris Copeland. Search Insider. August 10, 2007.

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Yesterday, the FTC sent out a release announcing its November town meeting on online advertising and privacy. The hearing is in response to the formal complaint my group Center for Digital Democracy and the USPIRG filed last November.

It’s clear that the FTC is fearful of really tackling the privacy and consumer-manipulation problems intrinsic to the online ad field. Behavioral targeting, which we also address in our complaint, is just the tip of the proverbial data collection and target marketing iceberg. Policymakers at the FTC, the Congress, and state A-G’s must do a better job in addressing this problem. Chapter seven of my book covers the topic, along with recommendations. As we noted in our statement yesterday, CDD has given the staff at the FTC a ton of material since November, further making the case for immediate federal safeguards. There is so much at stake regarding the future of our (global) democratic culture and its relationship to online marketing. We hope others will join with us and raise the larger societal issues, in addition to the specific online ad marketplace concerns.

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The 700 MHz Auction: It’s about Online Advertising, Mobile Targeting, Commercialism and Threats to Privacy

We are glad Google is pushing a more open system for wireless. Cable and the phone monopoly want to run a closed shop. But we also believe that Google ultimately has the same business model in mind for wireless. Google wants access to more mobile spectrum so it can advance online advertising via data collection, profiling and one-to-one targeting. Missing in most of the debate about wireless is how can we ensure the U.S. public has access to non-commercial and community-oriented (and privacy-respectful) applications and services. There should be well-developed plans simultaneously advanced with the auction that will ensure the spectrum really serves the public interest (we see some have made such proposals). Such spectrum should be community-run and help stimulate a new generation of broadband public interest content and network services. But we fear that all that will happen is that Google and others will further transform what should be public property into a crazy maze of interactive [pdf] advertising-based content. This will further fuel a culture where personal consumption takes further precedence over the needs of civil society.

Online Marketing & Advertising– “the core of creating online demand.”

Excerpt from: Editorial: The Internet Revolution

“…Beyond all this is a basic truth—online marketing and advertising have moved from the periphery to the core of creating brand demand. It is also now at the core of the research industry and at the core of how business gets done today.”

Joseph T. Plummer. Journal of Advertising Research. June 2007

Google Loves Our Data! Let Us Count the Ways…

As admirers go, Google is definitely of the secret variety. From its highly guarded formula for generating search results, to the shroud of mystery that surrounds its plans “to organize the world’s information and make it universally accessible and useful,” to a complex privacy policy that is spread over 20 separate pages on the Web, the search giant invariably raises more questions than it answers. “Don’t be evil,” reads the company’s motto, but apparently it’s OK to be evasive. “It’s somewhat of a paradox,” financial analyst Jordan Rohan told the Los Angeles Times last year. “Google’s whole purpose is to make information easier to access—unless, of course, you want to know information about Google.” As the Times added, “Google’s unwillingness to disclose little more than the legally required basics of how it does what it does—and where it’s headed—has left advertisers puzzled, partners confused, competitors nervous and investors frustrated.”

Make no mistake, however, this secret admirer really does care about us. Why else would Google give us so much—lightning-fast search results, interactive maps, email service (with plenty of storage space to archive our communications), online calendars, word processing programs, spreadsheet applications, and more—all free of charge?

The answer, of course, is that Google actually gets plenty in return, in the form of massive amounts of data that it compiles on consumer interests, tastes, and behavior. For all of its variations on the search engine theme—from Google News to Google Video to Google Product Search—the company remains above all else an advertising engine, one whose $500 stock price and $700 billion revenues are testaments of its success.

So how does Google love us? Let us count the ways, with a sampling of the kinds of user data to which Google currently has access:
1. The keywords and phrases we use in the searches we perform.
2. The time and date of these searches.
3. Our Internet IP address and browser configuration.
4. The websites we visit as a result of these searches.
5. The amount of time we spend on those sites before returning to Google.
6. Our patterns of navigation as we travel away from and back to Google.
7. The addresses and directions we enter in Google Maps.
8. The messages we send and receive via Gmail or Google Talk.
9. The schedules we create on Google Calendar.
10. The documents we create and edit in Google Docs.
11. The figures we enter in Google Spreadsheets.
12. The sources we subscribe to in Google Reader.
13. The accounts we create and the information we post to Google’s far-flung Web properties, including Blogger, Orkut, and YouTube.
14. The activities we carry out using a variety of Google-branded “helper” applications, including Google Desktop, Google Toolbar, Google Checkout, Google Web History, and Picasa.

“Google has been aggressive about collecting information about its users’ activities online,” observed Adam Cohen in the New York Times. “It stores their search data, possibly forever…. Its e-mail system, Gmail, scans the content of e-mail messages so relevant ads can be posted. Google’s written privacy policy reserves the right to pool what it learns about users from their searches with what it learns from their e-mail messages, though Google says it won’t do so. It also warns that users’ personal information may be processed on computers located in other countries.”

The lynchpin in Google’s vast data-dragnet is the small text file placed on the user’s hard drive, known as a “cookie,” stamped with a unique user ID and passing information back and forth between one’s PC and a particular website. “Google was the first search engine to use a cookie that expires in 2038,” explains Google-Watch.org. “…This cookie places a unique ID number on your hard disk. Anytime you land on a Google page, you get a Google cookie if you don’t already have one. If you have one, they read and record your unique ID number.”

As if Google (with its billions of searches and millions of users it serves every month) doesn’t already know enough about us, its proposed $3.1 billion acquisition of DoubleClick will bring online consumer surveillance to an entirely new level. DoubleClick might not be the household name that Google is, but in its field—online advertising—it is perhaps even more dominant, reaching an estimated 80 to 85 percent of all Web surfers with some 720 billion ads a year. Its consumer analysis, profiling, and behavioral targeting technologies, carried out on a vast network of affiliated websites, are extraordinarily thorough. “Without a doubt, DoubleClick’s historical data is very valuable,” says Jupiter Research analyst Emily Riley. “Every time you’re online, every page visit, and every ad you see comes with the possibility that a cookie is placed on your machine. DoubleClick has all the data.”

And soon Google will have access to all of that data as well. DoubleClick’s DART system, for example, will provide Google with a complete set of applications—and data access—to allow it to extend its more linear search advertising business into the third-party and rich-media advertising market. Another of DoubleClick’s key technologies, called Motif, is used to track user interaction with video content. As the search and online video markets converge, the ability to identify and assess user response to interactive media environments will be central to online advertising. Google’s interest in such technology was no doubt fueled by its $1.65 billion acquisition of YouTube in 2006. Google is now in the process of “data-tagging” all of the videos on YouTube in order to make the site a much more effective platform for advertisers.

A combined Google and DoubleClick, clearly, will be a potent force in the online universe. As the New York State Consumer Protection Board recently declared, the Google/DoubleClick “merger presents significant privacy implications. The combination of DoubleClick’s Internet surfing history generated through consumers’ pattern of clicking on specific advertisements, coupled with Google’s database of consumers’ past Internet searches, will result in the creation of ‘super-profiles,’ which will make up the world’s single largest electronic repository of personally and non-personally identifiable information.”

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