Weekly Digital News Roundup: September 12 – 16
Bing Gets More Personal With Adaptive Search
- Bing has announced at SMX East today a new personalization feature named adaptive search. It seems a lot like Google’s previous query feature but supposedly, it goes well beyond just the previous query.
- Bing said the “more you search, the more Bing can learn” and thus adapts the search results for YOU based on your past searches – not just your immediate previous search. It will be rolling out slowly over the next few days in the United States.
- The session that the adaptive previous queries are cookie based, and last for 28 days. And any content available in an individual’s Search History can be used to personalize the search experience. This is currently limited to the past 28 days if the individual is not signed in to Bing, or 18 months if they are.
Facebook Adds “Subscribe” Button, Other News Feed Options
- Facebook is giving users more options for sharing and managing their content, including letting individuals share public content with people who “subscribe” to their feeds rather than “friend” them.
- If a user chooses to “Subscribe,” they will begin to see all of that person’s public updates in their news feed, without that person having to confirm the friendship — though people can block subscribers and control who comments on their updates. There’s no limit to how many subscribers a person can have, meaning the change helps overcome the criticism that Facebook has gotten for having a 5000 friend maximum.
- This changes the dynamic of the Facebook relationship, in that it can be a more one-way publishing and consuming experience, like Twitter or Google+, rather than a two-way exchange. Users will now also be able to select, friend by friend, what they see.
Google Launching DoubleClick Mobile, Video for Publishers
- Google is still very much a search advertising company, of course, but it would love to build the same kind of business in display ads. Publishers working with its DoubleClick subsidiary will have two new tools at their disposal with the launch of DoubleClick Video and DoubleClick Mobile, announced Thursday.
- Neal Mohan, vice president of product management for Google, unveiled the new components to DoubleClick For Publishers. Publishers have been nudging Google to let them add mobile and video inventory, Mohan said, and Google’s also keen on cashing in on what Mohan called the two fastest-growing segments of the display advertising business.
- Mohan said that display advertising is poised to grow into a $200 billion business over the next several years, but only if technology companies can solve the problem of a fragmented market.
Facebook Wants to be Big Among Small Businesses
- Facebook will unveil a plan to get small businesses hooked. The company plans to offer free $50 advertising credits for up to 200,000 small businesses.
- When a person clicks on an ad, there’s a set rate predetermined for that click through — 5 cents or 25 cents, for example — the advertiser has to pay. Facebook will pick up the tab for the first $50 of such ads delivered under its offer.
- This may seem like small stuff, but it’s the core to an ad revenue strategy that could justify a monster IPO, especially since with Facebook, businesses can target their paid advertising with a precision not found in most other forms of advertising.