The reading list, 13 August: Google piracy, content marketing vs editorial, Kellogs’ advertising tips
TheMediaBriefing Experts' Blog - on 13/8/12
This is a new bi-weekly roundup of things that I’m reading and you might find interesting, all about the connected media landscape.
– Google’s piracy search change: After years of lobbying from the entertainment content industry, Google is finally throwing a bone to Hollywood by tweaking its search algorithms so results take into consideration the amount of copyright take-down notices a webpage has received. It’s one of 200 different factors that determine Google results and may have the effect of a chocolate fireguard on stopping torrent-loving pirates from leeching and seeding movies, music and games (via FT.com and Google’s blog).
– Content marketing or advertorial?: John Bethune considers where the line is drawn between editorial and marketing, asking whether Forbes’AdVoice programme has enough separation between the two (I don’t share all his concerns but he raises important points). Forbes exec Lewis DVorkin explains the scheme here and is worth reading as ever.
– Programmatic trading tips: Some sound advice from Kellogs’s digital director on how publishers can and should make the most from programmatic, i.e. real-time bidding and stuff that goes through demand-side platforms and the like (via AdExchanger).