In the online advertising world, the two most misunderstood words are compliance and fraud. Often, the media, advertisers, ad verification companies, and salespeople wield these words in an attempt to influence their audience. The problem is that these words are not universally defined and thus are open to interpretation by those saying them and those hearing them.
A notable example of this phenomenon was an article earlier this week in Mediapost which covers a recent study ranking the top ad networks based on a benchmark of “non-compliance”. The only problem with this is that the standard of compliance was defined completely by the company performing the study, not any recognized standard by any trade organization or government entity. In fact, none of the data presented has been verified by an independent third party.
Without harping on one relatively arbitrary example, the takeaway is this. One of the first steps that must occur to gain positive progress on any issue, be it a squabble between siblings or a systemic issue within an industry, is you must first clearly define the problem and standardize the language around it.
The second step... Read more
Archive for September, 2010
Sponsored Logos on Google Maps
First, a disclaimer: I’m not a fan of most location-based apps, like Facebook Places and Foursquare. While the access to good deals that comes with participation appeals to me, I simply don’t want my “online community” -- on Facebook, it’s a combination of relatives, “real” friends and randoms (i.e. the girl I met on Halloween night 2005 who was also sporting a prisoner costume) -- to know where I am at any given moment, deal or no deal.
That said, I love Google Maps. I use it for a variety of purposes, employing the “search nearby” to find the local Citibank or Thai restaurant that delivers and, in moments of home sickness, looking at the “street view” of the New York City apartment I was born in.
Earlier this month, Google announced a new “sponsored icons” feature for “businesses looking to promote themselves to local consumers.” In other words, the feature (still in its beta phase) allows brands to display their logos on Google Maps, “helping them stand out from other local companies.” While I believe this new addition will shorten my chain-searches, I wonder how many ... Read more
