Comments on: Rumors of Microsoft buying Claria and the Potential Impact on SEM and Publisher Networks http://www.revenews.com/search-engine-marketing/rumors-of-microsoft-buying-claria-and-the-potential-impact-on-sem-and-publisher-networks/ Discussion of Online Marketing, SEM, Social Media, Mobile and Video, Micro-Content, and Affiliate Marketing Thu, 09 Feb 2012 21:59:00 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Jeff Molander http://www.revenews.com/search-engine-marketing/rumors-of-microsoft-buying-claria-and-the-potential-impact-on-sem-and-publisher-networks/#comment-744 Jeff Molander Fri, 01 Jul 2005 14:40:40 +0000 http://revenews.contentrobot.com/?p=179#comment-744 Great entry, Beth, and the ranking data is fantastic... adds valuable perspective to all of this speculation. More perspective as the buzz machine continues to crank: While this is a valuable database it's only valuable, IMO, if it's scrubbed and scrubbed often. This also gets into maintaining the user base (keeping data relevant, fresh) and database population. If the data population end (user base) is or becomes threatened (which one/you could argue, easily, is) you've got diminished value. On this front you have not only consumer backlash to factor in but, also, legislative/political momentum to overcome. If I'm buying, I'm going to be using these as negotiation points. Finally, how might market research-focused comScore factor in and is anyone (other than me) having flashbacks to DoubleClick's early days? Great entry, Beth, and the ranking data is fantastic… adds valuable perspective to all of this speculation.

More perspective as the buzz machine continues to crank:

While this is a valuable database it’s only valuable, IMO, if it’s scrubbed and scrubbed often. This also gets into maintaining the user base (keeping data relevant, fresh) and database population. If the data population end (user base) is or becomes threatened (which one/you could argue, easily, is) you’ve got diminished value. On this front you have not only consumer backlash to factor in but, also, legislative/political momentum to overcome. If I’m buying, I’m going to be using these as negotiation points.

Finally, how might market research-focused comScore factor in and is anyone (other than me) having flashbacks to DoubleClick’s early days?

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