Web publishing roll-up tackles the crazy ups and downs of online advertising and the misunderstood nature of innovative technologies.

Persuading Brand Advertisers with Persuasive Data

Though Microsoft has secured about an estimated 30% of the search-based ad market, thanks in part to a deal with Yahoo!, they have yet to secure buy from what the online advertising industry calls brand advertisers. Brand advertisers are focused on raising awareness or promoting an image of a specific product, company or person rather than endpoints. Such campaigns are multi-million dollar affairs and Microsoft would like to tap into it.

That's why Microsoft  is investing in a Reach and Frequency Planner, as it will allow to garner the interest of brand advertisers using the power of persuasion and prediction. Using ComScore data, Microsoft hopes to be able to predict how widely a specific ad buy will be seen, by whom it will be seen, and how often they will see it. ComScore will provide Microsoft with detailed stats on individual branding ad campaigns which aims to be much more precise than generalized metrics for entire websites. The program is currently under going beta-testing.

Online Advertisers Receive Bounty of Potential Consumers

The Newspaper Association of America reports that newspaper websites attracted more than 70.3 million unique visitors in June. These numbers indicate an increase in the online newspaper audience, who have the potential of being quite lucrative for online advertisers.

Nielsen Online and MORI Research shows that newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions. 82 percent of adults said they “took action” as a result of newspaper advertising -- from clipping a coupon or making a purchase to visiting a website to learn more. If and when the economy improves, the online advertising industry stands poised to engage a powerful consumer base. That is, if newspapers, still exist by then.

Citing Fairness, Financial Industry Suck Bleeding-Edge Technology Dry

Speaking of the financial industry, it seems that a bleeding-edge technology is getting some attention on the trading floor. A stock market practice known as "flash trading," where supercomputers get access to information milliseconds before other traders and can rapidly buy and sell in ways that are argued to influence the market unfairly has been called into question by the Securities and Exchange Commission (SEC) that wants to ban it altogether.

So what does flash trading have to do with web publishing? Well, a few things. First, he folks at ReadWriteWeb think that is just another example of the "all-or-nothing approach to judging technologies and their implications" that plagues many industries, not just financial ones. Think about online newspapers ongoing love/hate relationship with user-generated content, social media and citizen journalism.

Also consider that real-time web robots are used by many news agencies with the promise of delivering users/subscribers information and breaking news before the traditional media outlets. Real-time information web innovations have been a low-cost, high-powered mechanisms used to disseminate democratic mass communications to the people. RRW's advice to the financial industry: don't ban what you have prejudged to be "unfair."