Comments on: Diller Repackages IAC’s Ad Network, Everyone Thinks It’s Something New http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/ Startup and Technology News Thu, 26 Nov 2009 19:57:26 -0800 hourly 1 By: George Norrie http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385334 George Norrie Tue, 24 Jun 2008 06:12:05 +0000 http://www.techcrunch.com/?p=19247#comment-2385334 Jerry Yang has been abducted by aliens. Hear more tonight on Coast-to-Coast. Jerry Yang has been abducted by aliens. Hear more tonight on Coast-to-Coast.

]]> By: Guy Purade http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385332 Guy Purade Tue, 24 Jun 2008 06:10:46 +0000 http://www.techcrunch.com/?p=19247#comment-2385332 Barry should stick with something he understands, like Infomercials. Barry should stick with something he understands, like Infomercials.

]]> By: TechCrunch Japanese アーカイブ » Diller、IACのアドネットワークを新製品に見せかけて再包装 http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385132 TechCrunch Japanese アーカイブ » Diller、IACのアドネットワークを新製品に見せかけて再包装 Tue, 24 Jun 2008 01:11:41 +0000 http://www.techcrunch.com/?p=19247#comment-2385132 [...] ［原文へ］ [...] [...] ［原文へ］ [...]

]]> By: Mike http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385098 Mike Mon, 23 Jun 2008 23:50:57 +0000 http://www.techcrunch.com/?p=19247#comment-2385098 #7 and 9 nail it.. After reading the Ad Age article this does sound more new and interesting than TC makes it out here. #7 and 9 nail it.. After reading the Ad Age article this does sound more new and interesting than TC makes it out here.

]]> By: pasan http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385032 pasan Mon, 23 Jun 2008 22:21:55 +0000 http://www.techcrunch.com/?p=19247#comment-2385032 Diller always seems to fail to create shareholder value since getting into the web full-time. Diller always seems to fail to create shareholder value since getting into the web full-time.

]]> By: Mogilny http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385026 Mogilny Mon, 23 Jun 2008 22:12:59 +0000 http://www.techcrunch.com/?p=19247#comment-2385026 Repackaging happens everywhere so I don't get the purpose of this article. TC repackages its content into pseudo-verticals to lure advertisers and increase page views. Repackaging is common in marketing. What's the fuss? Repackaging happens everywhere so I don’t get the purpose of this article. TC repackages its content into pseudo-verticals to lure advertisers and increase page views. Repackaging is common in marketing. What’s the fuss?

]]> By: Anonymous http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385022 Anonymous Mon, 23 Jun 2008 22:05:18 +0000 http://www.techcrunch.com/?p=19247#comment-2385022 It's unfortunate you fail to recognize the difference in selling individual sites and packaging the inventory based on user behavior. It's much more attractive to both brands and advertisers because it segments customers in a format similarly used by companies, consultants, and strategy groups. Hint- it's not one big mass market out there, and folks pay a premium for better access to their desired audience. In the end, it's a great "ATTENTION GRABBING HEADLINE" with (atypical for your site) poor analysis. It’s unfortunate you fail to recognize the difference in selling individual sites and packaging the inventory based on user behavior. It’s much more attractive to both brands and advertisers because it segments customers in a format similarly used by companies, consultants, and strategy groups. Hint- it’s not one big mass market out there, and folks pay a premium for better access to their desired audience.

In the end, it’s a great “ATTENTION GRABBING HEADLINE” with (atypical for your site) poor analysis.

]]> By: DNS ATTACK http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385021 DNS ATTACK Mon, 23 Jun 2008 22:04:10 +0000 http://www.techcrunch.com/?p=19247#comment-2385021 nice ending "Even Yahoo." *ouch* you guys really have it in for Yahoo. A second-place-still-profitable just doesn't cut it at TC eh? nice ending “Even Yahoo.” *ouch* you guys really have it in for Yahoo. A second-place-still-profitable just doesn’t cut it at TC eh?

]]> By: Jeremy Wright http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2385013 Jeremy Wright Mon, 23 Jun 2008 22:01:24 +0000 http://www.techcrunch.com/?p=19247#comment-2385013 Actually, this is new. Having done buys before, and working with them recently on targetting. What they have never done before this release was taking behavioural data from one property and aggregating it across multiple others. Taking salary info from Match + mortgage application info from lendingtree + search queries from ask means your actual knowledge about a user is vastly higher than just inferring "high income" based on something like "visited the Lexus site", which is what so many others do. There are only a handful of companies in the world that can aggregate this kind of data (yahoo, facebook, google, IAC), and even fewer that are ACTUALLY doing it. You can't, for example, target based on someone's use of Yahoo Mail, their tagging on Flickr, their searching on Yahoo and their favourite bands on Yahoo Music. Ditto Facebook. The reality is most behavioural targetting is 2 dimensional at best. IAC's created one of probably 3-4 truly 3 dimensional behavioural/historical ad server implementations on the planet. Not that it's perfect, just saying that it is actually new, and the AdAge article enumerates why/how. Listing it in your article as an example of bad journalism is shoddy at best. Also, this offering doesn't actually replace the other internal IAC ad network, which is actually just a cooperation engine internally to allow teams to cross-sell inventory. Actually, this is new. Having done buys before, and working with them recently on targetting. What they have never done before this release was taking behavioural data from one property and aggregating it across multiple others.

Taking salary info from Match + mortgage application info from lendingtree + search queries from ask means your actual knowledge about a user is vastly higher than just inferring “high income” based on something like “visited the Lexus site”, which is what so many others do.

There are only a handful of companies in the world that can aggregate this kind of data (yahoo, facebook, google, IAC), and even fewer that are ACTUALLY doing it.

You can’t, for example, target based on someone’s use of Yahoo Mail, their tagging on Flickr, their searching on Yahoo and their favourite bands on Yahoo Music. Ditto Facebook.

The reality is most behavioural targetting is 2 dimensional at best. IAC’s created one of probably 3-4 truly 3 dimensional behavioural/historical ad server implementations on the planet.

Not that it’s perfect, just saying that it is actually new, and the AdAge article enumerates why/how. Listing it in your article as an example of bad journalism is shoddy at best.

Also, this offering doesn’t actually replace the other internal IAC ad network, which is actually just a cooperation engine internally to allow teams to cross-sell inventory.

]]> By: EH http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2384995 EH Mon, 23 Jun 2008 21:48:57 +0000 http://www.techcrunch.com/?p=19247#comment-2384995 18-34?! Is that supposed to be that awesome "targeted advertising" I've heard so much about the internet being so good at? Even with all those data breaches and credit card thefts "18-34" is the best they can do? "Sports fans" = people on sports sites; "homeowners" = people on apartmenttherapy and home fixit sites. Is this really not as oldschool and pathetic as it sounds? What exactly is the problem that they're providing a "solution" for? Lots of question marks, I know, but that's because "Audience Cubes" seem to be the answer to nothing. 18-34?! Is that supposed to be that awesome “targeted advertising” I’ve heard so much about the internet being so good at? Even with all those data breaches and credit card thefts “18-34″ is the best they can do?

“Sports fans” = people on sports sites; “homeowners” = people on apartmenttherapy and home fixit sites. Is this really not as oldschool and pathetic as it sounds? What exactly is the problem that they’re providing a “solution” for?

Lots of question marks, I know, but that’s because “Audience Cubes” seem to be the answer to nothing.

]]> By: Gandra P http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2384987 Gandra P Mon, 23 Jun 2008 21:37:22 +0000 http://www.techcrunch.com/?p=19247#comment-2384987 In other news, Glam CEO puts on a new shirt, people think he took a shower In other news, Glam CEO puts on a new shirt, people think he took a shower

]]> By: Paul http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2384984 Paul Mon, 23 Jun 2008 21:32:41 +0000 http://www.techcrunch.com/?p=19247#comment-2384984 way to attack the other sites! way to attack the other sites!

]]> By: Gregory Y http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2384979 Gregory Y Mon, 23 Jun 2008 21:21:22 +0000 http://www.techcrunch.com/?p=19247#comment-2384979 It is really slow news day. :-) It is really slow news day. :-)

]]> By: Darren Lee http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2384938 Darren Lee Mon, 23 Jun 2008 20:27:53 +0000 http://www.techcrunch.com/?p=19247#comment-2384938 @Erick - Interesting observation! I suppose you have to give them credit for the extra work in packaging/branding the new features. I think most companies (like M$,Google,Yahoo,etc) will do that too. It's just how companies build the hype and interest for these "new" products. And from the news, it looks like online advertising is focusing strongly on behavioral targeting for an awful long time. I think there is a much desired creativity/innovation to be filled in this void. What's next after behavioral targeting? It will be something exciting ;) Best regards, Darren Lee http://www.adexcel.com @Erick – Interesting observation!

I suppose you have to give them credit for the extra work in packaging/branding the new features. I think most companies (like M$,Google,Yahoo,etc) will do that too.

It’s just how companies build the hype and interest for these “new” products. And from the news, it looks like online advertising is focusing strongly on behavioral targeting for an awful long time. I think there is a much desired creativity/innovation to be filled in this void.

What’s next after behavioral targeting?

It will be something exciting ;)

Best regards,

Darren Lee
http://www.adexcel.com

]]> By: Anonymous http://www.techcrunch.com/2008/06/23/diller-repackages-iacs-ad-network-everyone-thinks-its-something-new/comment-page-1/#comment-2384931 Anonymous Mon, 23 Jun 2008 20:12:09 +0000 http://www.techcrunch.com/?p=19247#comment-2384931 This is good journalism. You listening MSM? This is good journalism. You listening MSM?

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