dec 21 p5

Google: Contextual Targeting More Efficient Now Google told SearchEngineWatch that an analysis of its performance with Atlas data showed that its contextual network pricing reforms have increased advertiser ROI by about 50 percent. The "Smart Pricing" was introduced to widespread complaints that the contextual portion of Google's inventory tended to throw lots of clicks that were unqualified relative to those from Google's search term inventory. Improvements in targeting seem to have weighed in as well, causing the average clicker to spend an average of 70 percent more than they did previously.

Yahoo Starts Testing Video Search Engine CNET reports that Yahoo is testing a video search engine. Not surprisingly, all the search bigs are getting into the game, with varying methods. Yahoo's own blog notes that indexing video is much harder to do than other web documents, as they're often hidden behind different types of code. As a result, Yahoo is relying in part on formal agreements with content providers. To help with the future addition of more video materials, Yahoo will support the Media RSS standard, which allows content providers to give them a heads-up when new video gets published.
http://next.yahoo.com/

Google Wins in Trademark Targeting Trial, Creative Still at Issue The Register reports that Google already won the major point in the Google vs. Geico case pitting trademark owners against search engines' abilities to use those trademarks as targeting criteria for advertising. Judge Leonie Brinkema ruled that using trademarks as search keyword phrases that trigger ads does not run afoul of trademark laws - which are generally used to prevent consumer confusion. "There is no evidence that the activity alone causes confusion," she wrote. But this doesn't let Google off the other hook in the trail: whether or not it should be allowed to let advertisers use trademarked terms in their ad creative. Google laid down a defense for that part of the case in the first day of the trial, noting that this is probably better brought up with advertisers than with t! he publisher. more

Bottom line for you: You can bid on trademarked names, you just can't use those names in your ads.