Monday, August 6, 2012

Advertization: Compromising Homepages, Browsers, Toolbars And Search Engines.

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Advertization is a made-up term (a Lingovation), meaning the monetization of a thing by littering it with all manner and form of advertisements, sponsored listings, paid-for rankings, advertorials and other types of information which may 1) take our focus away from the information which we were actually searching for; and 2) actually compromise (or give the semblance of compromise) of the information being offered by that thing. In this case, the "thing" may be a Homepage (AOL, yahoo, Gmail and a host of others),a Browser (Internet Explorer, Mozilla Firefox, Safari, etc.), a Toolbar (Bing, Wibiya, and more of them coming out every day) or a page of Search Engine Results (Google is the ideal example, with its sponsored listings and column of ads going down the right side of every search result page.

If you pay a fee for use of a particular infodevice or infoservice, you can generally expect that it will have a minimum of advertising; but when you get anything for free (including your Widgetbox Widget-Maker), it has to be paid for or subsidized by a third party, usually in the form of advertising or promotion.

As the economy continues to be profoundly depressed, and as users are hestant to pay any fee for a "white label" service, you can expect the ads to proliferate and become increasingly intrusive and dominant.

The good news is that these services can remain free (Twitter is free, but they certainly make some money on page display ads and Sponsored Tweets) as long as advertisers find that they generate a fair return [ROI] on their advertising CPM [cost per thousand views].

The bad news is that these infoservices and infodevices will become increasingly difficult to navigate as they will likely yield to their advertisers, and in doing so, may, in fact, comromise their integrity, objectivity and reliability.

As an active Global Futurist, I would have to say that Advertization is here to stay, and that "free" information is going to become increasingly biased in the direction of its fiscal benefactors...those advertisers.

Douglas E. Castle

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