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Some of the myths in search is that everything can be measured. And not always is the case.
Sometimes there’s new opportunities within products that the search providers introduce
that can't be measured at the same level of granularity that a tradition search campaign
can. So the bar is really high. the expectation is very high that all things in search could
be measured very precisely. But sometimes there’s a tradeoff with emerging opportunities
where you trade off the ability to track at that level. And so there’s an expectation
of reality gap that advertisers have. I think that’s one myth in search that doesn't go
away. People wanna apply that norm to those emerging opportunities.
Another myth that won't go away is that we have the ability to change out promotional
copy in real-time. And we have limitations within the search engines themselves where
we're not able to inter-day, change out copy for an example. And I think that as more and
more discussion happens about real-time auction marketplaces, there’s an expectation that’s
there that doesn't meet reality, because of system limitations. And one beyond search
is really the application of real-time auction marketplaces and the reality there is people
hear real-time, but again, it’s not really real-time, because the amount of inventory
that has to be combed in milliseconds is much greater than a machine’s ability today to
actually do that within and across exchanges. And so that’s a myth that goes with the
notion of real-time that doesn't quite match theirs. We see search and display become much
more interchangeable. Because of the relationships between the different mediums I think those
myths will just get more complicated and continue to grow.