InfoSpace (INSP): Where GNET went! Message Board

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Technology Stocks : InfoSpace (INSP): Where GNET went!

INSP 69.65

-3.3%

10:25 AM EST

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To: levy who wrote (11652)	8/29/1999 4:09:00 PM
From: White Shoes	Read Replies (1) of 28311

Regarding having a Hypermart banner show up instead of Verio's in response to a Metacrawler keyword, you have to weigh this against the need to create a good climate for advertisers. IMO, selectively hijacking certain keywords would give you a PR problem. Banner advertising for Hypermart would add little, when there are many ways to find out about Hypermart within the Go2Net network of sites. Say you are the ad rep at Go2Net and you suddenly have to start fielding questions from potential advertisers about its 'biased' keyword policies. It should be a level playing field. It's just good business to take advertisers' money without discriminating, especially for an automated keyword-to-banner deal. I do agree that you can go too far in this regard, giving away the store to direct competitors, so to speak. But what you are suggesting is likely to create ill will amongst advertisers who are paying handsomely for certain metacrawler keywords and who will not take kindly to special rules and exceptions. What if IBM decides to offer business hosting consulting services and chooses to buy those keywords? What if a website that offers reviews of all web hosts wishes to buy these keywords? And how far do you take this logic? Will go2net have to have banner ads for Silicon Investor under the Metacrawler keywords "stock discussion," or ads for 100Hot under the keywords "web usage" or "hot sites" or "popular sites"? It seems like a waste of money to me. Those sites are all featured within the portal anyway. Plus, it's evident that go2net doesn't market its services with banner ads to any great extent. I frankly think it would be a bit bizarre to put a banner ad for Hypermart on a Go2Net page which already likely has some mention of Hypermart. Also, maybe they know a little something about the effectiveness of banner ads, and choose to spend their marketing money elsewhere.

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