adMarketplace in the Press

Search Syndication Network Launches Transparent Reporting Dashboard

According to Adam Epstein, President/COO at adMarketplace, the fundamental problem with SEO is − and has always been − very simple: effective SEO relies on the stability of search engine results, but since the search engine gets no value out of SEO, they have no incentive to keep results stable.

Google has a monopoly on the search business, but the question is how they leverage the search business to monopolize their other businesses," said James Hill, CEO of adMarketplace, whose clients include some of the nation's largest digital and media buying shops such as Digitas and OMD. "We have agencies that are dying for an alternative.

adMarketplace CEO James Hill says, As media industry veterans, we have built a compelling search advertising network. Every day, our client teams hear from potential customers and publishers that Google makes it difficult for them to work with other advertising networks. A level playing field is critical to a competitive online advertising marketplace − and that does not exist today because of Google‘s practices.

adMarketplace CEO Jamie Hill: Do more of what works. If you are driving sales through search advertising, consider using a search syndication network so that you can find users during the 97% of the time they are online but not on a search engine results page. adMarketplace has had a lot of success helping the largest online merchants increase sales via search syndication.

The Microsoft case was leveraging their market power in one product to promote others. Google is doing the same thing with search to promote social. It‘s pretty clear," said AdMarketplace COO Adam Epstein.

adMarketplace COO Adam Epstein feels it‘s pretty cut and dried. "Twitter wants to get paid for their content and Google doesn‘t want to pay for it," he told us. "Twitter is definitely correct in saying this is not a consumer friendly move by Google and it‘s not friendly for advertisers, either. Google is a monopoly, but if you want to beat a monopoly, you need to start spending with their competitors - that‘s how you break a monopoly."

What are the biggest opportunities ahead? adMarketplace CEO Jamie Hill: Scaling your business and increasing market share. If you have used the recession to increase your efficiency, this will be the year where your hard work pays off.

What are the biggest challenges you see online sellers facing in 2012? adMarketplace CEO Jamie Hill: Attracting new customers cost-effectively. With the economy picking up, existing customers should increase their spend. The challenge now is getting the new customers who are entering the market away from the competition and in front of your offering.

adMarketplace execs believe they have found a way to gain better results for search syndication campaigns running outside Google and Bing through integrating post-conversion offline data into online metrics.

There are an estimated 27 million small businesses in the United States. And 27 Million and Counting is our attempt to capture as many of these unique, only-in-America success stories as we can. The premise is simple -- we give entrepreneurs 60 seconds to share their stories, in their own words. We hope they will inspire, inform and maybe make you laugh. This is Adam's story.

Companies like adMarketplace -- which plans to release 3.0 in Q1 2012, taking "syndication to the next level" -- continue to work on increasing transparency and segmenting mobile traffic from traditional desktops to better identify who shares what topics with whom. An increase in transparency can clearly -- no pun intended -- provide better return on investment (ROI).

Search syndication company adMarketplace, which provides advertising to performance marketers from traffic sources outside of the major search engines, will step up its product road map in 2012.

However Andries de Villeirs of adMarketplace points out that there can also be policing of bad actors through a "natural selection" mechanism, as long as advertisers have control over bidding so they can bid more for higher-quality traffic. George Michie of the Rimm Kaufman Group predicts that Google will have to cede more control over bidding, or adMarketplace will "eat their lunch.

adMarketplace is adding that level of transparency, and he predicts that search syndication will be a big area of future growth.