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Search Becomes the Display OS

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Jonathan Mendez
Jonathan Mendez

The document discusses how search engines are becoming the operating system for display advertising. It talks about how ads should be informative rather than just entertainment. It also discusses how relevance makes the web better by allowing ads that interest users rather than just interrupting them. The document proposes flipping the model around to take cues from search and use contextual relevance and user intent to improve display advertising.

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[object Object],Search Becomes the Display OS
Jonathan Mendez, Founder NYC & SF pioneering creative technology for real-time rules based/event driven display ads & landing pages. ,[object Object]
Twitter: @jonathanmendez ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Blog:
[object Object],“ I do not regard advertising as entertainment or an art form but as a medium of information” -David Ogilvy Ads are Information
[object Object],Information Management Document Retrieval (search) The Web is Information Management
[object Object],“ This is the first mass marketing medium ever that isn't supported by ads!” -Seth Godin, September, 2008 The Web Does Not Need Ads
[object Object],“ People don't read advertising, they read what interests them... Sometimes that's advertising." -Howard Gossage But Relevance Makes the Web Better
[object Object],“ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008
[object Object],“ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Getting Display Into the Medium
[object Object],“ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Take the Flow of Search User Control query Data Intelligence algo Contextual Relevance SERP Page
[object Object],“ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Flip It with Display Page Contextual Relevance creative/offer Data Intelligence Semantic Web User Control query
[object Object],“ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Examples Page http:www://www.rampdigital.com/ramps

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Search Becomes the Display OS

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Editor's Notes

  1. Terminator. Search is the ultimate intelligent bot. How many of you are scared in any way by technology? How many of you are scared by search technology?