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« Semphonic’s Omniture Implementation Toolkit | Main | A Perfect Storm »


Gary, agree completely with the take on Content Networks. We've failed for 5 years or so to make them work for the Lab Store, though just recently, we cracked the code on AdSense:

Basically, improved control over ad distribution and a new pricing model made it work. In other words, the more ad networks mimic the PPC model the better off they will be in the long run.

This also probably means the size of the network will shrink tremendously over time as buyers turn off sites with high fraud rates and poor traffic quality. I imagine these sites will abandon networks that provide good user control for other ad opportunities where the dumb buyer rules.

How about a content campaign limited to bidding on your brand keyword(s)? Do you think it's a strategy that might be worth trying?

Tempted to Try

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