The Long Tail - Jan08
Yahoo gets one over on Google using Adobe
With Adobe announcing a program for PDF publishers to include Yahoo's Pay Per Click (PPC) ads in dynamic PDF advertising, the blogosphere erupted with commentary on how this development would affect publishers, advertisers and the book trade.
Blah, blah! technology
Blogger: Wayne Smallman
The post: Ad' blindness coming to a PDF near you!
What it says: He says at first glance you could be forgiven for thinking ill of Adobe and Yahoo's combined effort to drive more ad revenue, but then states there is innovation in the idea.
"By including Yahoo advertising in PDF's, Adobe is allowing their customers to monetise a store of information that would normally drop off the radar in terms of advertising and revenue. Of course, not everyone is going to be interested in such things, but for the likes of those that publish ebooks, it's a neat, contextual method of monetising an intangible product".
Search Trends - Search Engine Marketing
Blogger: Dave Bascom
The post: Yahoo ads in Adobe PDFs
What it says: Bascom reckons the development expands the types of content which can be used by advertisers while giving publishers another way to monetise PDF ebooks and other content - giving people more incentive to publish great content.
"The way it works is that the publisher of the PDF doc has to opt in to show ads on their doc and then they get a cut of the PPC fees. I assume Adobe's making a cut, too, and of course Yahoo gets their piece of the pie. The ads that are displayed are pulled from Yahoo's content ads, based on the content of the PDF".
Brave New World
Blogger: Martyn Daniels
The post: Adobe and Yahoo Plan Trojan Horses
What it says: He announces the last corner of the online world that had yet to be filled with banner advertising has finally succumbed. He reckons the impact could have a negative as well as a positive impact on PDF use as "it was the one document you thought you could trust to be what it said it was".
"The PDF ad model could also provide the mechanism to offer free ebooks paid for by advertising. How this will stack against authors moral rights remains to be seen and may present much litigation. The advertising world is moving ever closer and how the book trade will respond is going to be interesting to watch".
Marketing over coffee
Blogger: Christopher Penn
The post: Adobe brings advertisements to PDF
What it says: Penn asks bloggers to not only think about the implications for content producers but to think about the implications for advertisers as well because people interact differently with PDFs than they do with web pages.
"I wonder if the ads will print out when you print the PDF. That will change things a bit, won't it, if you need to keep an eye towards making print-quality banners and graphics for PDFs".
- Adobe Systems
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