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MIHMORANDUM
No. 2441
November 14th, 2016


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Minutive, Vol. 31: Digital Ad Market Consolidation, Sponsored 3-Packs, and More.

The Accelerating Consolidation of the Digital Ad Market

BY MIKE BLUMENTHAL AND YOURS TRULY
In our regular bi-weekly chat, Mike and I take on the paradox of a growing digital ad market that is shrinking for everyone but Google and Facebook.

Many of Google’s recent moves are designed not only to adapt to changing consumer behavior but to expand inventory as its traditional Adwords product reaches equilibrium across many keywords.

LinkedIn makes it easier for businesses to send sponsored direct messages
BY KHARI JOHNSON

LinkedIn (so I guess by extension, Microsoft) is one of the few platforms that still has a chance to join the consolidating winners–and has actually been testing a number of new products over the last couple of years. This one should have widespread appeal for all kinds of service professionals.

Businesses trying to send messages to Russian users will be out of luck, though.

Google’s advanced verification test in San Diego just dropped over 89% of listings from the 3-pack
BY JOY HAWKINS

On the Google front, here’s a timely example of their expansion of ad inventory. I can’t imagine the double map is a long-term interface, so the days of organic three-packs are probably coming to an end in many verticals, which we suspected back in June.

How to Rank on Google Home

BY DR. PETE MEYERS
A terrific comparison of results on Google desktop vs. Google voice from a fellow Voice exponent. My biggest takeaway? Attribution is the new clickthrough.

Sayonara Google MapMaker – To Be Retired Over the Next 4 Months

BY MIKE BLUMENTHAL
A terrible product decision and a terrible community decision that will have disastrous consequences for Google in poorly-mapped countries and communities and long-tail business niches. The short-term impact? Get as much rich information (including expanded categories) into your Mapmaker features as you can while the product is still around.

Why Yelp Should Actively Embrace ‘Review Solicitation’

BY GREG STERLING
To Yelp’s credit, they do now solicit reviews for users who check in at a business via the Yelp app. But the company’s leadership (particularly Jeremy Stoppelman) strikes me as too arrogant to admit the fallacy of this stance throughout the company’s entire existence.

Slightly Off-Topic:
Media in the Age of Algorithms

BY TIM O’REILLY
A bit of “worlds colliding” for me, as Facebook’s news feed has come under increased scrutiny by journalists and politicos following the shocking election result last week. Former Google search quality guru Matt Cutts adds to the conversation with an interesting historical tidbit about Google’s still-potent Panda algorithm.