• http://www.facebook.com/dmitry.pakhomkin Dmitry Pakhomkin

    James, what’s in this for user data providers, i.e. the suppliers of keywords?

  • James Moore

    In short, I think better performance using keyword data would only increase the value of this data and demand.  The publishers are passing keyword behavior associated with individual users.  Like search, each user should and could be optimized to increase conversions.  A user who searches on “taylor swift” and a user who searches on “taylor swift phoenix concert” are potentially sending different intent messages that should drive how aggressively you would want to bid for one vs the other.  What sort of frequency and message you would search to one vs. the other.   If traditional media sales continues to lump all keywords into fixed segments then the power and effectiveness will diminish and search retargeting and keyword data will be viewed as far less valuable than it really is.  In the hands of a keyword (element) level system, that data is gold.

  • http://www.facebook.com/dmitry.pakhomkin Dmitry Pakhomkin

    So if we have this “golden” data, then we’ll need to talk to Simpli.fi I guess :)

  • James Moore

    Simpli.fi would be happy speak with you.