Publishing 2.0’s Scott Karp makes some good points about how this new,  open world can lose you money.

Yup, the companies that I suggest should open up stand to lose a lot by doing so.

However, losing a lot and staying alive is better than losing it slower and eventually dying.

As has been pointed out before, the only way these companies can win is to put themselves out of business before someone else does.

The way to do so is to give up control and force and monetize relationships and permission.

In fact, most every blogger gets it.

But newspapers still don’t get it. Sad.

But the sadder part is that they won’t admit they don’t get it and trust the people who do get it.

I guess it’s about power and control, two things that don’t work well in this world anymore. At least not when it comes to the users of the web.

Is TechCrunch that powerful that they should take down a server. I don’t think so.

Especially not for a company with 10.6 million in venture capital, as reported by Arrington.
Perhaps it was just coincidence in the timing of my HTTP request. I don’t know. Naaa, checked again. Still couldn’t get through.

Here is a screenshot:

BlogBridge 3.0

I agree that AdSense is more like Direct Marketing than advertising and  it’s way more efficient than prior forms af advertising given that it’s pay-per-click.
The important piece of the puzzle that Jason is missing is the quality list, something of a cornerstone for Direct Mail or Email advertising.
A better list is a better open-rate, and a bigger ROI.

The fact that AdSense is only contextual is a shortcoming, and for both Google and the advertisers, making it more efficient will make more money for each respectively.

Despite it being pay-per-click, more click-throughs mean more revenue for both Google and the advertiser.

Where is the quality list in AdSense?

You could argue that it’s in the context of the web page, but this is only superficially true.

To rev things up, or “press on the gas,” as Jason would say, a bit of behavioral targeting needs to be added to the mix.

Get more of these ads in front of people who really want them, or are at a particular point of the buying cycle and your CTRs will go up, and revenue will follow.

This can all work in conjunction with contextual data, but will enhance contextual delivery immensely.

So while I agree with Jason’s prediction that AdSense will dominate for years to come, I think Google must improve upon it, or else risk losing marketshare to a behaviorally enhanced version of adsense that may provide a similar ROI, but in a condensed amount of time, which equates to money.

If Jason thinks that Google will rise to Microsoft levels of dominance in this space, they are going to have to address the quality list or lead, in this case, by the use of behavioral targeting.

I think they will. In fact, I think  it will be an integral part of their Cost-Per-Action experimentation that began when the rumblings about click-fraud were at a peak.

Jason Calacanis got called a selfish son of a bitch for trying to raise money to send under-privileged kids to private schools.

Hmm. I never looked at scholarships that way before.

I think I’ll stop giving to charity too, and let the government worry about it.

Well, I commend you on a great attempt to do some good. Your heart is in the right place.