How Google Could Become The Oracle Of Online Advertising by Laurie Sullivan

Google's brass ring to design a complete stack of services for advertisers and marketers through DoubleClick Digital Marketing (DDM) would give publishers, agencies and marketers one dashboard to access a variety of tools, eventually bringing it more of the billions in advertising that are still spent offline. But the complicated project could have serious flaws. ...Read the whole story

It's The End Of Google Website Optimizer -- And I Feel Fine by Janet Driscoll Miller

If you're a Google Website Optimizer user like me, you likely received an email last week indicating that the free Google testing tool was being discontinued. While at first I was disappointed by this announcement, reading further, Google said it would be integrating testing functionality directly into Google Analytics. For those of us who have used Google Website Optimizer for many years, the change may seem challenging.But there are two main benefits I already see from the new system. ...More

  • Why Time Spent Doesn't Necessarily Equal Ad Revenue by Erik Sass

    The Internet (or at least the part frequented by marketers) is suddenly abuzz with the realization that time spent online doesn't necessarily translate into advertising revenue. No surprise the most-cited example is Facebook, which soaks up tons of time but has only a fraction of the revenues of Google, with a smaller share of our online activity. ...More