Search - the workhorse of web advertising

Emily Riley | September 26, 2006, 10:30 PM

My colleague Sapna is writing about the brand side of search advertising. It got me thinking about how many different companies are finding new ways to use search lately. At the OMMA event in New York this week, Behavioral Targeting dominated the list of popular tactics to talk about. A few times incorporating search activity into behavioral targeting logic came up. This is something portals already can do and that networks and service providers are eagerly trying to do (won't say who just yet.) I'm also hearing a lot about using search to measure buzz (i.e. Hitwise,) perhaps the best current tactic to measure the effects of an online brand awareness campaign. Finally, I'm hearing about ways to optimize your search creative that sound very effective...more on that soon as well.