Google DoubleClick Nightmares: Yahoo Display Advertising, Microsoft AvenueA-Razorfish
By DONNA BOGATIN • Jun 8th, 2008 • Category: BIG PICTUREContrary to Ms. Kara “BoomTown” Swisher’s latest fanciful caricature of the future of online advertising—inelegantly mocking Microsoft and Yahoo—it is Google that faces a prospective nightmare online power elimination play.
While Swisher dutifully appends a pointer to a “disclosure” that her apparent spouse is a loyal Googler, a key exec in-fact, VP of New Business Development for the past five years, to every “piece” she pens, her every Wall Street Journal branded post of non-attributed innuendo and hearsay mocks WSJ parent Dow Jones purported “code” of journalistic conduct.
Why is Swisher able to spin conjecture and rumor as hard news about Google, Microsoft and Yahoo? Because Dow Jones has declared her a “blogger” and therefore, in its own flawed, hypocritical, and self-serving judgment, exempt from operating as The Society of Professional Journalists’ Code of Ethics require that journalists should:
–Identify sources whenever feasible. The public is entitled to as much information as possible on sources’ reliability.
— Always question sources’ motives before promising anonymity. Clarify conditions attached to any promise made in exchange for information. Keep promises.
— Make certain that headlines, news teases and promotional material, photos, video, audio, graphics, sound bites and quotations do not misrepresent. They should not oversimplify or highlight incidents out of context.
— Avoid undercover or other surreptitious methods of gathering information except when traditional open methods will not yield information vital to the public. Use of such methods should be explained as part of the story.
— Distinguish between advocacy and news reporting. Analysis and commentary should be labeled and not misrepresent fact or context.
Ms. Swisher ignores Yahoo President Sue Decker’s Silicon Alley swing last week, in which Decker offered insight into why Google may very well be at its zenith, prime for a toppling of its black-box, “rocket scientist” pedestal (created by the likes of Swisher’s Googley “spouse”), thanks to the Yahoo display advertising franchise.
READ MY EXCLUSIVE, FIRST-HAND, ATTRIBUTED REPORT: Sue Decker: Google Has Peaked, Yahoo ‘Renaissance’ Web’s Future
On the Microsoft display advertising nightmare front, in acquiring aQuantive-AvenueA/Razorfish, Redmond plunked down twice what Google invested in DoubleClick, and for good reason: Google is persona non grata on Madison Avenue, Microsoft, however, is now very much in the digital media advertising drivers’ seat.
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DONNA BOGATIN is the Founder & CEO of STARTUP ALPHA
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