While buying up RSS feed manager Feedburner might not be a big financial deal for Google, "Don't Be Evil" critics will cringe that Google gets access to even more data about publishers.

Folks who understand the revenue possibilities from RSS feeds should be happy that Google's advertising heft will be added to Feedburner's technology. AdSense is still the "least common denominator" when it comes to matching ads with content, but better analytics and technology should come from the acquisition.

Now GoogleClick is becoming even more of one-stop shop, with more arms than the Indian goddess Kali. Having one company and its subsidiaries know everything about your website performance might not be so comforting, according to MediaPost.

"Should Google decide to combine knowledge of a user's subscribed feeds with its wealth of corresponding behavioral data, the company will be able to further target both search and advertising capabilities."

Being able to analyze data about RSS subscriptions, search terms, click through rates, etc. can yield great insight. But isn't it better to keep it to yourself?

Google is now running a limited test of AdSense video ads which display ads in-stream and enable publishers to track ad performance. This is the third video ad offering from Google, as outlined on the Inside Adsense blog:


Click-to-play video ads: This is a video ad type on our content network. Any publisher opted into image ads and using one of the supported formats may see these click-to-play video ads on their sites.

AdSense video distribution and sponsorship: We ran 2 pilots that allowed publishers to choose video channels (short-form video clips bundled with video ads) to display on their sites.

AdSense for Video pilot: This is what we're announcing today - we're extending AdSense to online video content. Publishers in this test will be able to define at what point in their videos that streaming video ads will appear.


Adsense videos will run in Flash and are not part of Google Video, giving publishers more options for presenting ads.

I'm guessing that AdSense for Video will be the most lucrative of these for Google. Click to play video ads should follow Apple's model of silent video to capture readers' attention. The Video distribution will be on a case by case basis to determine the right mix of content with ads.

Since the video ad industry is just getting started Google has a chance to dominate unless someone else steps up with a clearly superior offering.

A recent article in the Wall Street Journal talked about how the Lenovo Group’s newest advertising touts the durability and superior engineering of its soon to be launched ThinkPads. While computers that can survive underwater adventures and exposure to deep-freeze conditions are certainly worth talking about, there’s a much bigger story in this article – albeit, a few paragraphs down the page. Lenovo is also about to launch one of the most expensive laptops on the market – a $5,000 notebook computer aimed at top corporate executives. Yes, the price tag is big befitting the computer’s stellar performance, but the bigger story here is the fact that these top-tier computers come with an unprecedented level of support service – platinum level service, if you will. If you run into trouble, a Lenovo tech will meet you in person to solve the issue. No tele-helper in India requesting the model number of the machine. No annoying automated list of tele-menu options. Instead, real live technical support when you need it. From a brand perspective, the newsworthy story in the WSJ article is that Lenovo has identified a way to change a key dynamic in a commodity market – the after-sale user experience. While good quality has become a cost of entry in the computer industry, peace of mind relative to the after-sale experience is a potentially game-changing move. We all know that no matter how solid any piece of technology may be, it isn’t a matter of if you’ll need assistance, but when. Providing assurance that help will actually be there when you need it is a relevantly different, yet simple brand idea. Who has time to wait these days, especially when business comes to a halt? Yes, a number of computer companies offer good post-sales assistance, Apple among them. But not one has yet to offer the level of help that Lenovo plans to provide. Differentiating its brand in this way is not only a big idea, it’s a smart one.

A new survey by comScore says adults under 35 pay more attention to TV ads then web ads on user generated content sites (85 to 28 percent). Part of this differential is likely because TV ads are interactive and online advertising on video sites is still mostly static.

Many video sites have been afraid to use pre-roll ads because of the potential to turn off viewers, but that thinking is slowly changing. Younger audiences need interactivity, and they will learn to accept these ads as long as they are for products that interest them, bringing us to another comScore data point.

Importantly, 18 – 34 year-olds are most receptive to advertising on UGC sites for “high-fun” product categories – such as Apparel, Music/ Movies/ Entertainment, Food & Beverage, and Consumer Electronics – and less receptive to advertising for these product categories on traditional media sites.

So interactive ads that sell them on music, clothes or films will work on YouTube. There is a great opportunity that has yet to be seized.

On the eve of the Transformers movie, it is appropriate to mention how marketing and entertainment are switching roles. Instead of product placement, welcome to the era of content placement.

Last year Amazon developed a web show based on Bill Maher's talk show format called the Fishbowl that wrapped a program inside a promotion for books or videos on sale on Amazon. The format worked as Maher did his thing and the Amazon references were integrated well enough to not detract from the show. Similarly BMW hired filmmakers to create short programs highlighting its vehicles.

This year we have American Eagle Outfitters hiring Heroes and former Gilmore Girls star Milo Ventimiglia to direct web shows surrounding one of its stores. (Perhaps since Ventimiglia's character was apparently killed off last night's Heroes he'll do more directing.)

The "It's a Mall World" will run on MTV as well as on American Eagle Outfitters' website.

Audiences will determine when hucksterism crosses the line. To me, I'd rather know up front that a show was paid for by a company and then decide if its entertainment rather than sit through a TV show or movie with prominent Apple computers, Coke cans or Chevy Cobalts every few minutes. At least you know what you are getting into as a viewer.

Source: Hollywood Reporter.

ValueClick is being investigated for crossing the line of fair business practices with its lead generation service.

The problematic behaviors aren't known, but perhaps it has something to do with deceptive advertising that promises hardware for free or next to nothing, but then after the e-mail address is collected attaches so many strings as to make completing that offer impossible. These offers are everywhere, and clicking on them puts your inbox and security at risk.

These "free iPod" offers are infamous from companies such as Zango. (Side note, I recently was searching online to buy a lawnmower on several websites including Craigslist and suddenly my inbox starting fill up with offers for a free lawnmower even though I never entered my e-mail address. Coincidence?)

ValueClick isn't in the same territory as Zango, which according to Ben Edelman continues to rip off affiliates and merchants such as Blockbuster through adware that creates false commissions by interjecting ads. This is mucking up the affiliate business and is costing merchants an insane amount of money and must be stopped.