As the previously perceived technology companies continue to metamorphose into tech-media giants, what are the benefits that search advertisers are likely to see?
One would hope there will be more room for negotiation, in terms of planning and spend, and the media companies will be more forthcoming about how personalisation is likely to change the rules in, for example, organic search. The primary goal of the major search engines is to provide personalised results as a way to provide more relevant results and build brand loyalty.
And, although each will be targeting their audiences with the same/similar messages, let's hope they'll jointly tackle the huge problem of click fraud (or click spam as they call it).
With more places for the advertiser to throw his budget, the least he can expect is better protection from people paid to click on adverts and tools such as IP fakers that generate fake clicks.
With contextual search being transferred into email repository territory, let's hope that the new media companies are going to be a little more forthcoming about how and where our adverts are actually being distributed.
Let's hope as much enthusiasm is devoted to standards, rationalisation and media strategy as there has been in the recent search technology race. Once Google delights Wall Street with its IPO and MSN comes out with its new model, hopefully good old-fashioned marketing and advertising can begin to get comfortable in these new venues.
Mike Grehan is CEO of Smart Interactive and author of Search Engine Marketing: The essential best practice guide.
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