Contextual content redefines the advertising industry

August 29th, 2006

Google and ebay from alliance to tailor ads to every customer

Was the headline in the Guardian today.

Don’t tell me broadcasting is not in trouble! Its business model – defunct and obsolete

And I wonder if YouTube will not one-day become the 21st Century broadcast platform? Where people from around programming based upon [1] Passions, [2] Values, [3] Desires

Broadcast yourself

Search is predicated upon active, curated need and consumption, its a new socio-economic business model that is evolving.

The world’s biggest internet auction company, eBay, has signed up Google to help create a range of sophisticated online advertisements individually tailored to each of its customers.
In an alliance between two of cyberspace’s best-known names, eBay announced that Google would be the exclusive provider of advertising on its sites in all countries outside America.
Whenever a potential bidder seeks a product on eBay, Google will use its search expertise to come up with relevant promotional links. To make the links more lucrative, the two companies will collaborate on so-called “click-to-call” advertising, which allows shoppers to talk to vendors at the touch of a button.

However, I wonder what they mean by advertising? Pop ups, display ads, banners etc., are all but the furniture of advertising. This networked search orientated world is based upon value and currency of information.

It will be contextual and relevant content that people will search for. The networked society is not based upon demographics and this is where search redefines advertising as an industry from top to bottom

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