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OWT has been designing and programming web pages since 1994. A lot has changed in that time, as access speeds have increased and technologies evolved. While technological advancements have been great for both the user and web site owner, it is important to distinguish between what industry innovations are appropriate for each individual client's needs and which are not. OWT has the experience to wade through the technological noise and decide which tech will prove to be the best fit for your application. Whether it be leveraging the growing importance of search engine recognition or ensuring the user experience is positive through an efficient and sleek design, OWT is prepared to create a website beneficial for the client as well as their users. 

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Although we have clients throughout the United States, we pride ourselves on the exceptional customer service we provide to our customers in the Kennewick, Richland, Pasco and Walla Walla areas. When it comes to accurately designing and implementing a web site, we put customers first. 

Trust the experience that OWT has gained over such a long time in this relatively young industry. OWT will help you make smarter and more cost-effective decisions to make your web initiative positive, productive and profitable. 

 

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Industry News

04/12/2021
“Without talent you don’t have an agency,” said Dr. Tucker.



Please visit Search Engine Land for the full article.


04/12/2021

Adobe Research's Sr. Web Engineer, Atul Jindal condenses years of his experience and observations into this SEO guide to help you win at SEO and search experience


The post UX: an important SEO ranking factor appeared first on Search Engine Watch.


04/08/2021





















# 533 — April 9, 2021

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JavaScript Weekly








The Healing Power of JavaScript — There wasn’t a singular “big” bit of news this week, but why not something a little more whimsical? Craig Mod, a popular writer and photographer, has written a piece for WIRED about how, for Craig, “code is therapy, an escape and a path to hope in a troubled world.”


Craig Mod






📖  The ES2021 Edition “JavaScript for Impatient Programmers” — Dr. Axel has updated his popular JavaScript for Impatient Programmers book to ES2021 standards and you can still read the (nearly) whole book online.


Dr. Axel Rauschmayer






Connect Code to Customer in This Free Webinar Deep-Dive — Developers have become integral to the success of every business – because if your software sucks, your business sucks. In this live demo, we'll show you three successful strategies that put the customer at the center of your monitoring workflow.


Raygun sponsor






Vanilla JavaScript Code Snippets — A roundup of a number of useful sources when you want to keep your JavaScript simple and light and as vanilla as possible. Covers things like 1loc.dev, Micro.js and 30 seconds of code.


Vitaly Friedman






Five Ways to Prevent Code Injection in JavaScript — You never want malicious users to be able to send code over the wire that then gets run by your own program. Here are some ways to prevent this problem.


Liran Tal






Quick Bits




Releases



Cucumber.js 7.1.0 — Write tests as stories.

Fabric.js 4.4 — Work with canvases from JS.

NSFW.js 2.4 — Client-side NSFW image detection.

Node CSV 5.5 — Full featured CSV parser.

Marko 5.7 — eBay's UI library.




💻 Jobs





Front-End Senior Software Engineer (Remote) — Help power a platform meaningfully changing how journalists, PR pros, and marketers around the world work.


Muck Rack






Senior Software Engineering Consultant - [100% Remote]  — Co-founded by Justin Searls, Test Double is an engineering consultancy on a mission to improve the way the world builds software. Work on challenging projects with a collaborative, passionate team. 100% employee owned, contract and full-time roles available.


TestDouble






Find Software Engineering Jobs with Hired — Take 5 minutes to build your free profile & start getting interviews for your next job. Companies on Hired are actively hiring right now.


Hired



📖 Articles, Opinions & Tutorials





Replacing let with const (Even When It Feels Impossible) — I’m not a big fan of shoehorning const in everywhere you can, but many developers find value in it and Charles argues that it has numerous benefits.


Charles Stover






How to Read React Errors — A practical tutorial on how to make sense out of some of the more obscure React error messages.


Dave Ceddia






Breakpoints and console.log Is the Past, Time Travel Is the Future — 15x faster JavaScript debugging than with breakpoints and console.log.


Wallaby.js sponsor






How to Actually Test Component Driven UIs — The folks at Storybook spoke with ten engineering teams to see which UI testing methods work for them. Unsurprisingly, Storybook came up, but also tools like Axe and Cypress.


Varun Vachhar (Storybook)






▶  How to Create a Globe and Add Cities using Three.js — A recorded coding session. (86-minutes.)


Yuriy Artyukh






19 JavaScript 'Nuggets' — If you’re up for a quick list of JavaScript tips, start here. This links to nineteen posts (on the same blog) covering things like sorting, const, for/of, and working with strings.


Delicious Insights






How to Password Protect a Site with Cloudflare Workers — A demonstration of using Cloudflare Workers to add Basic HTTP authentication to sites even if they are hosted on a service like Vercel or Netlify.


Florian Kapfenberger





▶  Vue Explained for React Developers in 6 Minutes

Coding with Justin





Three Ways to Merge Arrays in JavaScript

Dmitri Pavlutin





Server-Side Rendering and the Journey to The Center of Nuxt.js

Michael Gallagher






🛠 Code & Tools




supported by















Kaboom.js: A Fun JS Game Programming Library and Environment — Lets you edit your code, sprites, and sounds in one place and includes helpers to assist in building certain types of games faster. Project homepage.


replit






React Hook Form 7.0 — After two years of work, the latest version of this mature form library has dropped. It features strict typing, reduced package size and improved performance. Already a user? There's a v6 to v7 migration guide aimed specifically at you.


React Hook Form






[New] AI Security Scanning for WebStorm - Try the Free Security Plugin — Avoid the refactoring fire drill. Catch (and fix) security issues as you code. Try Snyk’s free WebStorm security plugin.


Snyk sponsor






CSS-Select 4.0: A CSS Selector Compiler and Engine — Turns CSS selectors into functions that tests if elements match them.


Felix Böhm






moovie.js: A Movie-Focused HTML5 Media PlayerTry it here. No dependencies, responsive, customizable, keyboard shortcuts, and includes support for .vtt or .srt caption/subtitle files.


Bruno Vieira






Cancelable Async Flows (CAF) — Gives you async/await style coding but using generators under the hood for more control over cancellation. Based on AbortController/AbortSignal, Kyle says his library can handle the ‘dirty work’ for you.


Kyle Simpson






Book a Demo. Ship Fast. Rest Easy. LaunchDarkly


LaunchDarkly sponsor






Flicking 3: A Flexible Carousel Component — There are wrappers for Angular, React, Vue and Preact users too.


NAVER Corp






🕰 ICYMI (Some older stuff that's worth checking out...)





The Future of Web Software Is HTML-Over-WebSockets

Matt E. Patterson





How to Create React Components with TypeScript

Felix Gerschau





A Super Flexible CSS Carousel, Enhanced With JavaScript Navigation

Maks Akymenko





The Complete Guide to Immutability in TypeScript

Gregory Pabian





How to Use reduce in JavaScript — Keeps it nice and simple.

Zell Liew












04/08/2021

Is Clubhouse really worth the hype? Explore how brands can use Clubhouse to build an online community to further add value and drive engagement


The post Clubhouse: popular kids’ hangout or a true asset for brands’ community building? appeared first on Search Engine Watch.


04/06/2021

Conversational marketing platforms enable brands to use AI-powered chatbots to “speak” to consumers, leveraging conversational data to guide customers through every stage of the buying funnel


The post Going beyond keywords: how conversational insights take the guesswork out of marketing appeared first on Search Engine Watch.


04/02/2021

As of March, some industries are more prepared than others when it comes to Google’s forthcoming Page Experience Update and Core Web Vitals guidelines


The post Mobile-first and Core Web Vitals: connecting the dots for page experience success appeared first on Search Engine Watch.


04/01/2021





















#532 — April 2, 2021

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JavaScript Weekly








Deno Gets a Company, Some Money, and a Distributed VM — The folks behind Deno (the secure JS/TS runtime project founded by the original creator of Node.js) have raised $4.9m and formed a company to help push it further forward, including plans to hire more full-time engineers. They've also unveiled Deno Deploy, a 'globally distributed JavaScript VM' of sorts. Exciting times are afoot for them.


Ryan Dahl, Bert Belder






Announcing TypeScript 4.3 Beta — It dropped on April 1 but it was no joke. Notably, 4.3 introduces a override keyword to make it clear when you’re overriding a method rather than adding a new one. There are also template string type improvements, and methods and accessors can be given #private names.


Daniel Rosenwasser (Microsoft)






How to Model JSON to Get the Most Out of Your Document Database — Thinking about using a document database for your next project? The flexible data model is a major plus, but having so many options can be intimidating at first. This free virtual event will help you make all the right choices. Register here.


Couchbase sponsor






NativeScript 8.0 Released — NativeScript is a mature framework for building iOS and Android apps that lets you use native APIs directly from JavaScript (or TypeScript) – it’s agnostic so you can use Angular, React, Vue or Svelte with it too. 8.0 adds webpack5 support, Apple Silicon (M1) support, improved accessibility, and more.


OpenJS Foundation











Tagify 4.0: An Elegant Input Component for Tags — The polished demos show a lot of effort has been put in here. GitHub repo.


Yair Even-Or






Quick Bits




  • Component development environment Storybook 6.2 has been released with Vue 3, webpack 5, and ESBuild support, plus a new JSON editor.


  • In the April Fools' department came ES1995, a polyfill for 'super-modern' JavaScript.




Releases



ts-loader 8.1.0 — TypeScript loader for webpack.

mustache 4.2.0 — Long standing {{templating}} system.

Middy 2.0 — Middleware for Node.js AWS Lambda functions.

HLS.js 1.0 — JavaScript HLS client using Media Source Extension.

SVGO 2.3.0 — Node.js tool for optimizing SVG files.

Husky 6.0 — Git hooks made easier.

Next.js 10.1

npm 7.8.0




📖 Articles, Opinion & Tutorials





Make Your Jest Tests Faster by Changing a Single Setting — Some developers have found that tweaking how many worker threads Jest uses can improve performance on certain setups. It’s worth a try.


Ivan Tanev






A Look at Class static Initializer Blocks in V8 9.1 — Sure, it looks a little Java-y, but this new syntax gives you a defined place to put code that runs just once for a defined class. Expect this in Chrome 91 (and therefore V8 9.1, we assume).


Shu-yu Guo






How to Build a Financial Dashboard with React — In this tutorial, we'll build a financial dashboard from scratch & learn a bit about CSS grid, KendoReact, and theming.


Progress KendoReact sponsor






On JavaScript Closures — The more advanced JS developers among you can skip this, but Kent quickly covers some useful points about closures here.


Kent C Dodds






▶  Discussing Skypack and Snowpack with Fred Schott — Yes, this is a Ruby podcast, but I find a more detached, 30,000 foot view of something as game changing as Snowpack useful in order to put it in context.


Remote Ruby Podcast podcast






Getting Started with React and D3.js — If you have been putting off incorporating D3 into your projects because of the visualization library’s reputation for being difficult to learn, here’s a well-paced (and somehow beautiful!) intro to get your efforts underway.


Amelia Wattenberger






How to Ship 2x Faster — Help devs trust their deploys. Because trust builds confidence, and confident teams deploy faster.


Sleuth sponsor






Delay Dispatching Actions in Redux using Thunk Middleware


Amit Merchant






Working with Media Queries from JavaScript


Maroun Baydoun






🛠 Code & Tools


















Cheetah Grid 1.0: 'Fastest' Open-Source Data Table for the Web? — A bold claim from a library we’ve not encountered before. There’s a live demo here with 1,000,000 records in a table if you want to try it for yourself, though.


Future Corp






d3-graphviz 4.0: D3-Powered Graphviz DOT Graph Rendering — Renders SVGs from DOT-defined graphs by way of a WebAssembly port of Graphviz, including animated transitions. Today’s 4.0 release brings it up to D3.js 6.0 standards.


Magnus Jacobsson






Free Chat & Activity Feed APIs for Qualifying Teams


Stream sponsor






A Recreation of the Spotify Client Built with Angular 11 — Brings together Angular 11, Nx Workspace, ngrx, TailwindCSS and ng-zorro. Nice work, especially since it actually works.


Trung Vo





FicusJS: Lightweight Functions for Developing with Web Components

Matt Levy





Five Useful Tools and Libraries for Testing Vue.js Apps

Nethmi Wijesinghe





JParticles: Efficient Canvas Library for Building 'Cool Particle Effects'

Barrior



💻 Jobs





Software Engineer at Carbon Five — We’re a team of creative individuals dedicated to building brilliant products for innovative clients. Join us for new projects, tech and challenges.


Carbon Five






Remote Full-Stack Software Developer Opportunity — Write Code that Matters. Faithlife is looking for Full-stack Software Developers who can help us build awesome web software. Join us as we make revolutionary technology for administration and discipleship for churches all over the world.


Faithlife






Find Software Engineering Jobs with Hired — Take 5 minutes to build your free profile & start getting interviews for your next job. Companies on Hired are actively hiring right now.


Hired










03/27/2021

On Wednesday SEMrush priced their IPO at $14 a share & listed Thursday.


There have been many marketing and online advertising companies which are publicly traded, but few that were so focused specifically on SEO while having a sizeable market cap. According to this SeekingAlpha post at the IPO price SEMrush had a valuation of about $1.95 to $1.99 billion. For comparison sake, here are some other companies & valuations.



  • Facebook acquired Instagram for $1 billion.
  • Google acquired YouTube for $1.65 billion.
  • Yelp trades at around a $2.9 billion market cap.
  • Yahoo! was acquired by Verizon for $4.48 billion.
  • Hubspot has a market cap of around $20.4 billion.

A couple years ago Gannett bought AdWords reseller WordStream. A few years before that they bought ReachLocal. The Hearst publishing empire also bought iCrossing long ago. Marin Software remains publicly traded, but they are only valued at about $20 million.


Newspapers reselling Google AdWords ads isn't really SEO though. Beyond those sorts of deals, many of the publicly traded SEO stuff has been only tangentially relevant to SEO, or crap.


There are some quality category-leading publishers which use SEO as a means of distribution but are not necessarily an SEO service provider like TripAdvisor, BankRate, and WebMD. Over time many of these sorts of companies have been gobbled up by Red Ventures or various private equity firms. Zillow, Yelp and TripAdvisor are some of the few examples which still exist as independent companies.


So that puts most of the publicly traded SEO stuff in one of the following categories...



  • small scale - does anyone other than Andy Beal & Mike Grehan still remember KeywordRanking / WebSourced / Think Interactive / MarketSmart Interactive?
  • hope and nope - sites like Business.com were repeatedly acquired but never really gained lasting relevance.
  • affiliate networks - which reliant on partners with SEO traffic like Quinstreet & Commission Junction. many affiliate networks were hit hard as the barrier to entry in SEO increased over the years. Quinstreet is doing well in some verticals but sold their education division to Education Dynamics for $20 million. CJ was part of the Publicis Groupe acquisition of Epsilon.
  • pump and dump scams - Demand Media, owner of eHow, which later rebranded as Leaf Group & still trades at a small fraction of their IPO price.


[Editorial note: 8 days after writing this post LEAF announced a $304.3 million all cash buyout offer from Graham Holdings at 21% above current market prices and was trading at $8.63 a share. If you bought shares at $40 or $30 or $20 and hoped it would at some point come back - nope - the losses are crystalized on a take out. Graham Holdings formerly owned the Washington Post but sold it to Jeff Bezos 8 years ago for $250 million.]


The one lasting counter-example to the above is Barry Diller's IAC. His innovation ecosystem is surreal. Across time & across markets he is the best creator of vertical leading properties later spun off as their own companies. He's owned Expedia, TripAdvisor, LendingTree, HomeAdvisor, Match.com, TicketMaster and so many other category leaders. His buying of Ask.com did not pan out as well as hoped as web browsers turned the address bar into a search box, his ability to differentiate the service went away after they shut down the engine in 2008, he was locked out of mobile search marketshare by default placement contracts & Google pushes back against extension bundling, but just about everything else he touched turned to gold. A lot of their current market cap is their ownership of Vimeo, which by itself is valued at $6 billion.



What is the most recent big bet for Barry Diller? MGM. Last August he bet $1 billion on the growth of online gambling. And he was willing to bet another billion to help them acquire Entain:


IAC has to date invested approximately US$1 billion in MGM with an initial investment thesis of accelerating MGM’s penetration of the $450 billion global gaming market. IAC notes in its letter of intent that IAC continues to strongly support this objective for MGM whether or not a transaction with Entain is consummated.


Barry Diller not accurately projects future trends, but he also has the ability to rehab broken companies past their due dates.


The New York Times bought About.com for $410 million in 2005 & did little with it as its relevance declined over time as its content got stale, Wikipedia grew and search engines kept putting more scraped content in the search results. The relentless growth of Wikipedia and Google launching "universal search" in 2007 diminished the value of About.com even as web usage was exploding.


IAC bought About.com from the New York Times for $300 million in August of 2012. They tried to grow it through improving usability, content depth and content quality but ultimately decided to blow it up.



They were bold enough to break it into vertical category branded sites. They've done amazingly well with it and in many cases they rank 2, 3, 4 times in the SERPs with different properties like TheSpruce, TheBalance, Investopedia, etc. As newspapers chains keep consolidating or going under, IAC is one of the few constant "always wins" online publishers.


At its peak TheBalance was getting roughly 2/3 the traffic About.com generated.


Part of the decline in the chart there was perhaps a Panda hit, but the reason traffic never fully recovered is they broke some of these category sites into niche sites using sub-brands.





All the above search traffic estimate trend charts are from SEMrush. :)


I could do a blog post titled 1001 ways to use SEMrush if you would like me to, though I haven't yet as I already have affiliate ads for them here and don't want to come across as a shill by overpromoting a tool I love & use regularly.


I tend to sort of "not get" a lot of SaaS stocks in terms of prices and multiples, though they seem to go to infinity and beyond more often than not. I actually like SEMrush more than most though & think they'll do well for years to come. I get the sense with both them and Ahrefs that they were started by programmers who learned marketing rather than started by marketers who cobbled together offerings which they though would sell. If you ever have feedback on ways to improve SEMrush they are fast at integrating it, or at least were in the past whenever I had feedback.


When SEMrush released their S-1 Dan Barker did a quick analysis on Twitter.


Some stats from the S-1: $144 million in annual recurring revenues @ 50% compound annual growth rate, 76% gross margins, nearly 1,000 employees and over 67,000 paying customers.



At some point a lot of tool suits tend to overlap because much of their data either comes from scraping Google or crawling the open web. If something is strong enough of a point of differentiation to where it is widely talked about or marketed then competitors will try to clone it. Thus spending a bit extra on marketing to ensure you have the brand awareness to be the first tool people try is wise. Years ago when I ran a membership site here I paid to license the ability to syndicate some SEMrush data for our members & I have promoted them as an affiliate for what seems like a decade now.


When Dan Baker did his analysis of the S-1 it made me think SEMrush likely has brighter prospects than many would consider. A few of the reasons I could think of off the top of my head:



  • each day their archive of historical data is larger, especially when you consider they crawl many foreign markets which some other competitive research tools ignore
  • increasing ad prices promote SEO by making it relatively cheaper
  • keyword not provided on organic search means third party competitive analysis tools are valuable not only for measuring competitors but also measuring your own site
  • Google Ads has recently started broadening ad targeting further and hiding some keyword data so advertisers are paying for clicks where they are not even aware what the keyword was

That last point speaks to Google's dominance over the search ecosystem. But it is also so absurd that even people who ran AdWords training workshops point out the absurdity.



In Google maximizing their income some nuance is lost for the advertiser who must dig into N-Gram analysis or look at historical data to find patterns to adjust:


The account overall has a CPA in the $450 range. If the word ‘how’ is in the query, our CPA is over double. If someone searches for ‘quote,’ our CPA is under $300. If they ask a question about cost, the CPA is over $1000. Obviously, looking for quotes versus cost data is very different in the eyes of a user, but not in the matching search terms of Google.


Every ad network has incentive to overstate its contribution to awareness and conversions so that more ad budget is allocated to them.



  • Facebook kept having to restate their ad stats around video impressions, user reach, etc.
  • Facebook gave themselves a 28 day window for credit for some app installs.
  • Google AMP accidentally double counted unique users on Google Analytics (drives adoption = good).
  • Google Analytics came with last click attribution, which over-credits the search channel you use near the end of a conversion journey.

There are a lot of Google water carriers who suggest any and all of their actions are at worst benevolent, but when I hear about hiding keyword data I am reminded of the following quote from the Texas AG Google lawsuit.


"Google employees agreed that, in the future, they should not directly lie to publishers, but instead find ways to convince publishers to act against their interest and remove header bidding on their own."


That lawsuit details the great lengths Google went to in order to leverage their search monopoly to keep monopoly profit margins on their display ad serving business.


AMP was created with the explicit intent to kill header bidding as header bidding shifted power and profit margins to publishers. Some publishers saw a 50% rise in ad revenues from header bidding.


Remember how Google made companywide bonuses depend on the performance of the Google Facebook clone named Google+? Google later literally partnered with Facebook on a secret ad deal to prevent Facebook from launching a header bidding solution. The partnership agreement with Facebook explicitly mentioned antitrust repeatedly.



When a company partners with its biggest direct competitor on a bid rigging scheme you can count on it that the intent is to screw others.


So when you see Google talk about benevolence, remember that they promise to no longer lie in the future & only deceive others into working against themselves via other coercive measures.


We went from the observation that you can't copyright facts to promoting opinion instead:



to where after many thousands of journalists have been laid off now the "newspaper of record" is promoting ponzi scheme garbage as a performance art piece:



Is it any wonder people have lost trust in institutions?



The decline of About.com was literally going to be terminal without the work of Barry Diller to revive it. That slide reflected how over time a greater share of searches never actually leave Google:


Of those 5.1T searches, 33.59% resulted in clicks on organic search results. 1.59% resulted in clicks on paid search results. The remaining 64.82% completed a search without a direct, follow-up click to another web property. Searches resulting in a click are much higher on desktop devices (50.75% organic CTR, 2.78% paid CTR). Zero-click searches are much higher on mobile devices (77.22%)


The data from the above study came from SimilarWeb, which is another online marketing competitive research tool planning on going public soon.


Google "debunked" Rand's take by focusing on absolute numbers instead of relative numbers. But if you keep buying default placements in a monopoly ecosystem where everyday more people have access to a computer in their pocket you would expect your marketshare and absolute numbers to increase even if the section of pie other publishers becomes a smaller slice of a bigger pie.


Google's take there is disingenuous at the core. It reminds me of the time when they put out a study claiming brand bidding was beneficial and that it was too complex and expensive for advertisers to set up a scientific study, without any mention of the fact the reason that would be complex and expensive is because Google chooses not to provide those features in their ad offering. That parallels the way they now decide to hide keyword data even from paying advertisers in much the same way they hide ad fees and lie to publishers to protect their ad income.


Google suggests they don't make money from news searches, but if they control most of the display ads technology stack & used search to ram AMP down publishers throats as a technological forced sunk cost while screwing third party ad networks and news publishers, Google can both be technically true in their statement and lying in spirit.


"Google employees agreed that, in the future, they should not directly lie to publishers, but instead find ways to convince publishers to act against their interest and remove header bidding on their own."


There are many more treats in store for publishers.


Google Chrome stopped sending full referrals for most web site visitors late last year. Google will stop supporting third party cookies in Chrome next year. They've even floated the idea of hiding user IP addresses from websites (good luck to those who need to prevent fraud!).


Google claims they also going to stop selling ads where targeting is based on tracking user data across websites:


"Google plans to stop selling ads based on individuals’ browsing across multiple websites, a change that could hasten upheaval in the digital advertising industry. The Alphabet Inc. company said Wednesday that it plans next year to stop using or investing in tracking technologies that uniquely identify web users as they move from site to site across the internet. ... Google had already announced last year that it would remove the most widely used such tracking technology, called third-party cookies, in 2022. But now the company is saying it won’t build alternative tracking technologies, or use those being developed by other entities, to replace third-party cookies for its own ad-buying tools. ... Google says its announcement on Wednesday doesn’t cover its ad tools and unique identifiers for mobile apps, just for websites."


Google stated they would make no replacement for the equivalent of the third party cookie tracking of individual users:


"we continue to get questions about whether Google will join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers. Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products. We realize this means other providers may offer a level of user identity for ad tracking across the web that we will not — like PII graphs based on people’s email addresses. We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment."


On the above announcement, other ad networks tanked, with TheTradeDesk falling 20% in two days.



Competing ad networks wonder if Google will play by their own rules:


“One clarification I’d like to hear from them is whether or not it means there’ll be no login for DBM [a historic name for Google’s DSP], no login for YouTube and no login for Google properties. I’m looking for them to play by the same rules that they so generously foisted upon the rest of the industry,” Magnite CTO Tom Kershaw said.


Regulators are looking into antitrust implications:


"Google’s plan to block a popular web tracking tool called “cookies” is a source of concern for U.S. Justice Department investigators who have been asking advertising industry executives whether the move by the search giant will hobble its smaller rivals, people familiar with the situation said."


The web will continue to grow more complicated, but it isn't going to get any more transparent anytime soon.


"Google employees agreed that, in the future, they should not directly lie to publishers, but instead find ways to convince publishers to act against their interest and remove header bidding on their own."


As the Attention Merchants blur the ecosystem while shifting free clicks over to paid and charging higher ad rates on their owned and operated properties it increases the value of neutral third party measurement services.


The trend is not too hard to notice if you are remotely awake.


While I was writing this post Google announced the launch of a "best things" scraper website featuring their scraped re-representations of hot selling items. And they are cross-promoting competitors in "knowledge" panels to dilute brand values & force the brand ad buy.



Shortly after Google launched their thin affiliate scraper site full of product ads they announced an update to demote other product review sites.


Where Google can get away with it, they will rig things in their favor to rip off other players in the ecosystem:


Google for years operated a secret program that used data from past bids in the company’s digital advertising exchange to allegedly give its own ad-buying system an advantage over competitors, according to court documents filed in a Texas antitrust lawsuit. The program, known as “Project Bernanke,” wasn’t disclosed to publishers who sold ads through Google’s ad-buying systems.


If I could give you one key takeaway here, it would be this:


"Google employees agreed that, in the future, they should not directly lie to publishers, but instead find ways to convince publishers to act against their interest and remove header bidding on their own."


Categories: 
03/26/2021

Why do so many businesses stick to the ‘big guns’ when allocating spend? Adzooma CEO Rob Wass and Cambridge University’s Akanshaa Khare joined forces to challenge this notion


The post Cross-channel marketing: why you shouldn’t put all your eggs in the Google basket appeared first on Search Engine Watch.