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     Ja Nein
      Avatar
      schrieb am 05.09.00 09:27:35
      Beitrag Nr. 1 ()
      Hallo,

      hier ein Auszug aus dem aktuellen Searchengine Report:

      (GoTo hat eine strategische Partnerschaft mit Mamma.com)

      GoTo Redevelops, Reaches Out

      It`s been a busy few months for GoTo.com. In addition to rolling out major
      changes to its site, GoTo has also been establishing new deals to
      distribute its results through other sites. The moves are designed to take
      GoTo from being only a paid placement search engine to a source of paid
      listings that powers other search engines. In turn, this raises issues
      about how paid results are disclosed at GoTo-powered services.

      The basics of how GoTo operates haven`t changed. From the home page, you
      can perform a search, then get back results similar to any other search
      engine. The key difference, of course, is that these results are bought and
      sold. GoTo remains the only major search engine to sell its main listings
      this way. Advertisers agree to pay GoTo an amount for each person that
      clicks on their link, and those who agree to pay the most get listed first,
      through an auction system.

      In contrast, the new "Quick Hit" links that appear at the top of GoTo`s
      search results are a significant change for the search engine, because they
      are the first real editorial content the service has provided. Quick Hits
      appear in response to queries involving popular brand or company names. For
      example, search for "microsoft," and a link that says "Quick Hit Result:
      The official site for microsoft" appears at the top of the page. Clicking
      on the link takes you straight to the Microsoft web site.

      Until now, GoTo had been a pure Yellow Pages-style service. As with the
      Yellow Pages, those with the biggest ad budgets get the biggest ads -- or
      top listings, in GoTo`s case. That`s not necessarily a bad relevancy model
      for some types of searches, especially for products and services. The
      companies you want might be the same companies that can afford to spend on
      advertising. In fact, GoTo`s paid placement results have outperformed some
      other major search engines in surveys performed by NPD.

      Nevertheless, there are definitely times when you want editorial guidance,
      and Quick Hits is GoTo`s way of providing some. They ensure that users
      seeking certain companies can find those companies, regardless placement
      was purchased.

      In addition to Quick Hits, GoTo has been working to improve the relevancy
      of its paid results. But isn`t "relevancy" at GoTo simply whoever pays the
      most? Yes, results continue to be bought and sold, but that doesn`t mean
      anyone with money to spend is necessarily relevant for whatever they want.
      For example, imagine if you flipped to the Yellow Pages listings for video
      tape rentals only to find ads from businesses selling movie posters. Sure,
      some people who rent videos might also like to buy movie posters, but the
      overall usefulness of the listings is reduced by allowing such untargeted
      ads.

      In a similar vein, GoTo has been examining new bids since March to ensure
      they are relevant to particular terms and rejecting them, if not. As with
      the addition of Quick Hits, the changes are designed to prevent the paid
      placement service from becoming a free-for-all.

      "Toward the end of last year, we were able to catch our breath and take a
      look at how we were doing on the relevancy issue. We observed a couple of
      things. The brand name issue and the company name issue was real, and we
      were probably being too loose on relevancy," said Ted Meisel, GoTo`s chief
      executive officer.

      In particular, the latest move is against what GoTo calls "ubiquitous
      sites," those which on the surface seem broadly relevant for everything.
      eBay is a perfect example. The site potentially has items on anything. As
      such, eBay and other broad-interest sites like it have bid upon on a
      wide-range of terms. Unfortunately, ads for these sites may not lead users
      to most relevant content within the sites.

      "We think [ubiquitous site links] can be valuable when you click on that
      link, you go to something relevant for that term," said GoTo chairman
      Jeffrey Brewer. "That`s not so for folks that are dumping you on their home
      pages."

      GoTo says hundreds of thousands of ubiquitous links have now been removed,
      in situations where they weren`t seen as exceptionally relevant to their
      associated search terms. Nevertheless, it`s still not hard to find examples
      of ubiquitous links that remain. For example, a search for "einstein"
      brings up a link to "Find Einstein On eBay." Clicking through brings you to
      the eBay home page, rather than directly to any relevant Einstein material.

      Back in March, GoTo also unveiled a directory-style structure for perusing
      its listings. Selecting a topic doesn`t bring up human-classified results.
      Instead, each topic simply passes along search terms when you select it.

      For example, click on the computing "category" from the home page, and GoTo
      does a search for that word, exactly as if you had just searched on
      "computing" yourself. After performing a search, topic links also appear in
      the upper-left hand corner of the results page. For example, a search on
      "sports" brings up links to the "sports personalities" and "sports news"
      topics.

      GoTo added the topical structure primarily to help users be more specific
      with their requests, which in turn allows its advertisers more opportunity
      to reach those users. "Consumers and advertisers were converging on the top
      of the hierarchy. The directory and related search allows us to help them
      meet on more targeted terms," said Brewer.

      In other changes over the past few months, auction and shopping search
      options were added to the site. Both can be reached via tabs at the top of
      the home page. The shopping area is continuing to develop over the coming
      months, so I may revisit it in the future.

      While GoTo has done work within its own site, the real push now is building
      out the distribution of its results through other sites. GoTo started this
      back in 1999, with an affiliate program that paid sites to put search boxes
      to GoTo on their pages. That expanded into a syndication system that allows
      sites to create their own search engines "powered" by GoTo`s results.

      This is an important shift. GoTo is no longer trying to drive traffic back
      to its own site. Instead, GoTo is happy to distribute its results to
      others. After all, no matter where GoTo`s listings appear, it earns money
      on the clickthrough, and its affiliates and partners share in the revenue.

      "The affiliate distribution channels have become the key drivers in
      bringing searches to advertisers," said Meisel. "Over 90 percent of [GoTo]
      traffic takes place at affiliate partner sites. The clickthroughs occur
      there. Not everyone comes to our site."

      Over the past months, GoTo has announced a number of major distribution
      deals. Ask Jeeves now carries GoTo listings as one of the meta search
      choices that appear at the bottom of Ask Jeeves results page, in the "I
      have also found these sites through other search engines" section. GoTo
      results are also distributed through deals with meta search sites
      MetaCrawler.com, DogPile.com, Mamma.com and Search.com. CompuServe.com
      should also begin using GoTo results, in the near future.


      A big concern about this distribution is that paid listings are now
      appearing in some main results areas without any attribution. It`s arguable
      whether most of GoTo`s own users even know its results are paid for, but at
      least GoTo has always labeled them in some way, currently through the "Cost
      to advertiser" link that follows each listing. That`s not the case when
      GoTo`s information is used elsewhere.

      At Search.com, the "Search Partners" section at the top of the page is
      simply the first three results from GoTo, for whatever you searched on.
      They are flagged as coming from GoTo, but unless you know GoTo is a paid
      placement search engine, you have no idea that these listings are
      essentially ads.

      Go2Net-owned MetaCrawler identifies the GoTo results it provides as coming
      >from GoTo, but that doesn`t tell the user that these are ads. The same is
      true for Mamma.com. However, at least the paid listings aren`t at these
      services aren`t given any ranking preference.
      In contrast, at Go2Net`s
      other meta search site, DogPile, GoTo consistently appears in the top
      search results. Go2Net said this isn`t being done for financial reasons.

      "If GoTo was not producing highly relevant results, they would not be as
      prominently displayed, which is a testament to their search results," said
      Tasha Soudah, product manager of search for Go2Net.

      A better example of a lack of labeling is at the GoHip.com site. The help
      pages describe the service as "a meta-search engine that brings back the
      top results from many other popular search engines." In reality, by default
      GoHip only queries paid placement search engines such as GoTo, FindWhat,
      RocketLinks and Kanoodle. Yes, it`s meta search, but not as we
      traditionally know it. Meta ads would be more like it.

      I don`t have a problem with paid listings, as long as they don`t replace
      more editorial-style material. The Ask Jeeves approach is a good
      compromise. Do a search there, and paid results appear along the right-hand
      side of the screen under the title of "Visit these sponsors." The editorial
      results appear on the left-side of the page. But what is a concern is when
      it becomes harder to distinguish what is the editorial area. Ask Jeeves
      provides another example here. While the bulk of its right-hand side
      information is editorial, sometimes links are there through deals with
      partners.

      For example, in a search for "what should my blood pressure be?" the top
      answer comes from the OnHealth site, through an advertising deal with Ask
      Jeeves. Ask Jeeves says that the information is just as good as if they had
      made it an editorial pick, but nonetheless, the average user has no idea
      there`s an ad component at play. One improvement might be a link from the
      search results page to the Ask Jeeves editorial guidelines, where
      disclosure that some listings have a paid component is noted.

      GoTo says that its partners are supposed to identify its results in some
      way, such as by using the GoTo name. The assumption is that most users will
      recognize that GoTo is a paid placement search engine, and thus that`s all
      the disclosure that is needed. I`d disagree with this, and GoTo`s partners
      should consider making changes to better indicate that the GoTo listings
      they provide are ads.

      GoTo hasn`t completely abandoned building its own traffic. In July, it
      renewed a relationship to be positioned on the Netscape Net Search page,
      which complements an earlier agreement this year with Microsoft to be one
      of several search choices offered to Internet Explorer users. GoTo is also
      readying a launch in the United Kingdom, where a site is supposed to go
      live later this year.

      Quelle: Der Searchengine Report (US - Newsletter per Email)
      sieht doch gut aus wie unser Baby sich verbreitet und wächst! (Intasys INTA/884473 hält 69% an Mamma.com)


      Gruß Q.
      Avatar
      schrieb am 05.09.00 13:21:34
      Beitrag Nr. 2 ()
      Hallo Q.,

      passend dazu:


      Tuesday September 5, 7:03 am Eastern Time
      Press Release
      America Online and GoTo Announce Strategic Alliance
      Agreement Provides GoTo`s Pay-Per-Performance Listings on Search Results Pages of AOL, AOL.COM, and Netscape
      PASADENA, Calif.--(BUSINESS WIRE)--Sept. 5, 2000-- America Online, Inc. (NYSE:AOL - news), the world`s leading interactive services company, and GoTo.com, Inc. (Nasdaq:GOTO - news), a leading provider of search, comparison shopping and auction search services to Web sites across the Internet, today announced a multi-year, $50 million agreement under which America Online, Inc. will distribute GoTo`s Pay-For-Performance listings on the search results pages of AOL, AOL.COM and Netscape Netcenter. The agreement significantly expands upon separate agreements between GoTo and two other America Online, Inc. brands, Netscape and CompuServe.

      Under the new agreement, GoTo will provide AOL`s more than 23 million members and the millions of additional visitors to AOL.COM and Netscape Netcenter its new online premium listing service, GoTo Premium Listings, on the search results pages of AOL, AOL.COM and Netscape. GoTo Premium Listings includes only certain Pay-For-Performance listings submitted by GoTo`s growing base of 29,000 advertisers and will be the exclusive Pay-For-Performance product in the search areas of these America Online, Inc. brands.

      Separately, GoTo`s complete search solution, GoTo Search, will continue its rotation on Netscape`s NetSearch page, through an earlier agreement that allows Netscape users to select a preferred search provider. GoTo Search`s unique Pay-For-Performance model provides a cost-efficient offering to its partners, a high return on investment for its advertisers, and an enhanced set of results for consumers.

      ``We are pleased to expand our relationship with GoTo to include AOL and AOL.COM, and also to extend Netscape`s successful agreement with GoTo,`` said Barry Schuler, President of AOL Interactive Services. ``This latest agreement adds a great new product offering to our core suite of services. GoTo provides a cost-effective way to market and advertise on the Internet, and is the clear market leader in leveraging a Pay-For-Performance model to deliver high quality listings to users.``

      ``We are delighted to announce this agreement with AOL and to have the opportunity to offer our highly targeted listings to AOL`s millions of members,`` said Ted Meisel, Chief Executive Officer of GoTo. ``The deal makes GoTo`s partner network the Internet`s largest Pay-For-Performance network and we estimate that GoTo will now reach 60 million unique users, which we believe represents more than 75% of the total Internet audience. We believe our advertisers will benefit from the quality and volume of the traffic from AOL`s members. Not only is this our largest affiliate deal to date, this agreement is important because it provides GoTo with the opportunity to generate significant financial upside.``

      About America Online, Inc.

      Founded in 1985, America Online, Inc., based in Dulles, Virginia, is the world`s leader in interactive services, Web brands, Internet technologies and e-commerce services. America Online, Inc. operates: two worldwide Internet services, America Online, with more than 23 million members, and CompuServe, with more than 2.8 million members; several leading Internet brands including ICQ, AOL Instant Messenger and Digital City, Inc.; the Netscape Netcenter and AOL.COM portals; the Netscape Navigator and Communicator browsers; MapQuest.com, the leader in providing online, voice and wireless mapping, directions and destination information solutions to businesses and consumers; AOL Moviefone, the nation`s #1 movie listing guide and ticketing service; and Spinner.com and NullSoft`s Winamp, leaders in Internet music. Through its strategic alliance with Sun Microsystems, the company develops and offers easy-to-deploy, end-to-end e-commerce and enterprise solutions for companies operating in the Net Economy.

      About GoTo

      GoTo (Nasdaq:GOTO - news) makes introductions between the customers of its Web site partners and the Internet`s high quality businesses, products and services. GoTo provides a set of e-commerce services to Web site partners, such as Web site search, comparison shopping, and auction search. In addition to consumer-focused offerings, GoTo offers directory search and auction services for business portals. GoTo reaches an estimated 24 million unique users through its tens of thousands of affiliate partners, which include EarthLink/MindSpring, Microsoft, Netscape and Go2Net, and now America Online. GoTo has relationships with approximately 29,000 active, paying advertisers, who place their product, service and information offerings through each of GoTo`s services. During the second quarter of 2000, GoTo completed approximately 93 million paid introductions, each of which represents the successful match of a user need with an advertiser offering. GoTo is headquartered in Pasadena, California and a showcase site of its services can be found online at www.GoTo.com.

      GoTo will be holding an investor conference call to discuss the contents of this release at 12:00pm, EDT today. Investors will have the opportunity to listen to the conference call over the Internet through Vcall at http://www.vcall.com. To listen to the live call, please go to the Web site at least fifteen minutes early to register, download, and install any necessary audio software. For those who cannot listen to the live broadcast, a replay will be available shortly after the call at http://www.vcall.com.

      Certain statements, including, without limitation, statements related to financial and operating performance and agreements with distribution affiliates in this news release constitute ``forward-looking statements.`` These forward-looking statements are inherently uncertain. Actual results may differ materially from these forward-looking statements due to risks such as: the risk that the transaction will not yield economic benefits to GoTo in excess of guaranteed payment obligations to AOL. For a discussion of some of the other risk factors that could affect GoTo`s future results, see the discussion of ``Risks That Could Affect Our Financial Condition and Results of Operations`` in GoTo`s June 30, 2000 10-Q filing with the Securities and Exchange Commission.

      Note to Editors: GoTo.com, Pay-For-Performance and GoTo are all trademarks of GoTo.com, Inc.


      --------------------------------------------------------------------------------
      Contact:

      GoTo
      Al Duncan, 626/685-5714
      Al@GoTo.com
      or
      Middleberg Euro rscg
      Peter Hyman, 212/699-2566
      PeterH@Middleberg.com
      or
      America Online, Inc.
      David Theis, 703/265-1491





      Gruß

      Hollin
      Avatar
      schrieb am 13.09.00 23:25:08
      Beitrag Nr. 3 ()
      Hallo Q, SoWhat und Hollin,

      es freut mich bei gelegentlichem Hereinschnuppern
      zu sehen, dass INTA würdig gepflegt wird.
      Sehr ordentlich
      Vielen Dank für Eure Mühe

      payline


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