May 29th 2003
Search firms pioneered the new form of advertising, variously known as “search-related” or “pay-per-performance”.
--
Overture invented the concept, which was initially derided as another
bizarre dotcom business model that would never take off. But the firm,
which went public in June 1999 as GoTo.com, made it work by syndicating
its ads to popular websites, such as Yahoo! and MSN,
and sharing the revenues. It is now a fast-growing, profitable internet
start-up. Last month, it reported first-quarter revenues of $225m—up by
57% from the same period last year.
In a way, says Hal Varian, an economist at the University of California
at Berkeley, who helped Google to set up its advertising auctions,
marketing is at the same turning-point as financial services were 30
years ago: at last, the data is available to put all the fancy theories
into practice. Long live the internet advertising dream.
Inga kommentarer:
Skicka en kommentar