Sounds like Kanoodle CEO Lance Podell has been busy since taking the helm just shy of a month ago. His firm, along with San Francisco-based Moreover Technologies today announced the creation of a self-service system that seeks to turn blogs into business dollars. The BrightAds RSS service leverages Kanoodle’s keyword ad system to match web [...]
Sounds like Kanoodle CEO Lance Podell has been busy since taking the helm just shy of a month ago.
His firm, along with San Francisco-based Moreover Technologies today announced the creation of a self-service system that seeks to turn blogs into business dollars. The BrightAds RSS service leverages Kanoodle’s keyword ad system to match web content to relevant ads. Links to ads will be embedded within syndicated feeds sent to third-party news readers.
We recently caught up with Lance and had the opportunity to ask him our usual “5 Questions”, where he talked about current happenings at Kanoodle, click fraud, context vs. content targeting, and more.
1. As a new CEO, tell us about a project or initiative you’re working on that’s exciting to you.
Kanoodle is focused on creating Sponsored Links opportunities for all types of Web pages. Having spent the better part of last year focused on honing our ContextTarget T and LocalTarget T products we are focused on behavioral targeting right now. We are building the first ever Sponsored Links BehaviorTarget T network and it has been very inspiring to watch our proprietary technology evolve, our cookie base grow and more and more advertisers avail themselves of the opportunity to reach pages that may not have contextual application and experience success with this new type of targeting.
2. What are some major trends or developments that will be shaping the industry in the months to come?
We see three trends this year:
1. Large advertisers coming online and specifically spending against Sponsored Links. As more Fortune 500 companies come on line we will see a much stronger focus on the media elements of the ability to buy Sponsored Links and NOT the technological advantages of Sponsored Links. Advertisers will demand greater control and flexibility in their online campaigns.
2. New and evolving published pages like RSS and blogs will lead to more available pages for Sponsored Links and new tools to drive targeted clicks for advertisers on these pages.
3. Finally, context targeting will be distinguished from content targeting. Context targeting is indeed one way to target content pages as is behavioral, local and demographic targeting. Content targeting refers to the type of page the ad rests on not the type of targeting.
3. What’s your take on click fraud? How do you see it affecting your advertisers’ success as well as the online advertising market in general?
My take on this is that it is an industry issue. All of the major players in this industry have teams and technology focused on keeping our networks productive for advertisers.
As network providers of Sponsored Links we are all responsible to deliver clicks that convert for advertisers. We are fortunate that with a bidded payment model we can quickly ascertain the value of our network for advertisers. Advertisers expect us to deliver quality and volume and are generally very vocal about how their campaigns are working. As advertisers manage to an ROI positive campaign we, the networks, manage to successful distribution. There is a strong integrated partnership between advertisers and network providers and data sharing is critical to the success of the program.
4. What’s your take on the role of API’s in the search marketing business? How do you think marketers and agencies will take advantage of them?
It is important to make the process of buying Sponsored Links as easy as possible for advertisers so they can spend their time on campaign management and not delivery of ads.
As agencies become a much more prevalent and important way for advertisers to buy Sponsored Links, we’re committed to providing the tools and resources necessary to make it easy to purchase. APIs are one of many tools for working in a more integrated way with agencies and large advertisers.
We’ve been using APIs since I was at Sprinks and naturally we use APIs at Kanoodle as well. We’ve been working with Reprise Media via API since December of 2004.
5. What are some blogs, sites or web services you can’t imagine living without?
I’ll avoid mentioning all of our partners as it is a bit self serving!
Personally I use the following sites:
Yahoo, Google, Shopping.com, IMDB, Charlene Li’s Blog, Forrester, John Batelle’s Search Blog, and Nascar.com.
Is Kanoodle kidding with this stuff? They have the worst traffic, bad service, and from the looks of the executives leaving their company it seems this is on paid network on the brink of oblivion. Kanoodle is not and never will be a serious threat to Google or anyone else. This is a shady operator poaching long time advertisers revenues for their bid to go public. They have no advertiser base or RPC for their network partners to speak of. Especially on search. No wonder Google didn’t want to hire Lance when they bought Sprinks. He dosen’t have a clue.
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Kanoodle IS A JOKE IVE BEEN IN TOUCH WITH THEM AND THEY HAVE BAD CUSTOMER
SERVICE IVE BEEN WAITING ON A CALL ABOUT
HOW MY ADS ARE BLANK AFTER BEING APPROVED IT’S BEEN A WEEK TRYING CALLING THEM IT’S FUNNY THEY GIVE YOU THE RUN AROUND IM STILL WAITING ON A CALL FROM JOHN ATHOME I LEFT MESSAGE FOR FIVE PEOPLE AND NO ONE RETURNS YOUR CALL SO GOOGLE IS GOING NOWHERE