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Email Marketers Question Gmail Ads
By WebProNews
Staff Writer
Article Date: 2004-04-07
As the ripples of Google's Gmail announcement spread, questions about Google's placing of targeted ads within emails are rising. The privacy issue is still prevalent, however a new concern has surfaced.
Commercial Emailers fear that Google's placement of AdSense ads will conflict with ad content that already exists in the marketer' email. An example given in DMNews.com explains the issue very well: A commercial company sends a mailing advertising contact lenses, Google then scans this email for content.
Google then places contextual ads, based on the keywords within the email, which could compete with the advertiser's product. David Daniels, a Jupiter Research analyst, said, "it would represent a conflict for marketers, meaning it would indicate that the marketer would also have to pay a premium to ensure that they owned the top contextual ad placement in order to displace potential competitors from preying on their e-mail marketing campaigns."
Some marketers, according to Michael Della Penna, vice president of marketing at Bigfoot Interactive, may choose to remove clients and potential customers from their mailing list if they have a Gmail domain. Others may revert to graphical messages that Google cannot crawl.
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