Digital Envoy Inc., v. Google Inc.,

Filing 147

Attachment 11
DECLARATION of Timothy Kratz in Opposition to [128] Memorandum in Opposition,, [129] Memorandum in Opposition,, [130] Declaration in Support, [131] Declaration in Support, 146 MOTION for Extension of Time to Complete Discovery Pursuant to Fed. R. CIv. P. 56(f) Supplemental Declaration for Timothy Kratz in Opposition to Google's Two Motions for Summary Judgement and In Support of Digital Envoy's Motion Under Fed. R. Civ. P. 56 (f) filed byDigital Envoy,Inc.,. (Attachments: # 1 Exhibit 1# 2 Exhibit 2# 3 Exhibit 3# 4 Exhibit 4# 5 Exhibit 5# 6 Exhibit 6# 7 Exhibit 7# 8 Exhibit 8# 9 Exhibit 9# 10 Exhibit 10# 11 Exhibit 11# 12 Exhibit 12# 13 Exhibit 13# 14 Exhibit 14# 15 Exhibit 15)(Related document(s)[128], [129], [130], [131], 146) (Blackman, Brian) (Filed on 5/2/2005)

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Case 5:04-cv-01497-RS Document 147-12 Filed 05/02/2005 Page 1 of 4 EXHIBIT I I A 1 d i Case 5:04-cv-01497-RS The a Document 147-12 Filed 05/02/2005 Page 2 of 4 F , dest~Tg ion for creative professionals -t 3'TWA c 0 I+w1'F s C K ML R X :P e, OA, Au g . 8 - 11 . 200 5 * ClickZ- You are in the : ClickZ Network 19 4 11 k Cla Z Nuys Formerly Internet Advertising Report print this article I e-mail a colleagu e Google Beta Tests Regional AdWords Targetin g > > > ClickZ News By Pamela Parker I Susan_Kuch,inskas I October 24, 200 3 Search giant Google is testing a feature for its Ad Words program that would allow marketers to target their ads regionally, so they appear only when users in certain areas perform searches . Glick t Jere ; bout_ Advertise Co nferences Co ntac t Custom Events E-mail Offers FAQ The feature is designed to make Google more attractive for local and regional advertisers . Previously, a Bostonarea attorney who bought the keyword "lawyer" would have to compete with all of the other lawyers in the nation who bid on the same word . Alternatively, he could buy keywords like "Boston lawyer" and hope that a searcher typed in the city name . "It's going to be a big boon to advertisers who are trying to target certain markets and could only do it by keywords," said Danny Sullivan, editor of SearchEngineWatch .com, which shares a parent company with this publication . Local search has long been a hot topic for companies providing paid search . Google competitor Overture, a ivision of Yahoo!(Quote, Chart), has been testing local search, and is expected to release a product within the next couple of months . Google itself last month released Feedback Images Research Write for ClickZ Case 5:04-cv-01497-RS Document 147-12 Filed 05/02/2005 Page 3 of 4 "Search By Location" in its Google Labs area, which allows users to segment their searches by location, including address or zip code . Google's new AdWords feature lets marketers target by Designated Market Areas (DMAs), Nielsen Media Research's method of determining the geographic scope of markets based on broadcast television stations' reach . There are currently 210 DMAs in the United States . Regional targeting options appear as part of the campaign management interface . "It's an incredibly powerful tool for local and regional advertisers," says Kevin Lee, CEO of search marketing agency D id-it .co m . "It also could be used by national advertisers looking to message locally, speakin g differently to different audiences . " What ads searchers get at Google is determined by their IP address, which is mapped to the appropriate DMA . Google hasn't said whether it's developed the technology to map IP addresses to DMAs by itself or is using a partner, but most approaching the issue use a combination of methods, looking at the ISP or company assigned the IP, the network delay, and routes for Internet traffic. It isn't a foolproof system . "I know for a fact from living abroad that sometimes they [Google] think I'm in Germany," says Sullivan . "But those are fairly rare problems . " When Google can't determine where a searcher is, it will serve national advertisements, as it has done in the past . It will also continue to serve national ads on partner sites like America Online . Currently, only G oogle .co m will carry the regionally-targeted ads, which will be displayed with a fifth line of text indicating the chosen region . Regionally targeted ads are not given preference in the AdWords system, says product manager Richard Holden . They still have to compete for placement based on relevancy and price-per-click . "So any auction may have a mix of national and regional ads," he said . The biggest difference for regionally-targeted advertisers will likely be in the impressions their ads receive . Regionally-targeted ads will probably receive significantly fewer overall impressions, Hoiden says, but , "It delivers more clicks because it's a regionally specific offer, and it will deliver more relevant leads . " For example, without regional targeting, Lee says, "If I'm a New York lawyer, I buy the generic keyword 'lawyer', and my headline says 'New York Lawyer,' no one who's not in New York will click on it, so I'll be penalized fo r relevancy ." In other words, because the ad receives few clicks, the ad will Pa_rtners _& Affiliates web hosting compa.n,y . Mortgag e O nline degrees Mortgage Refinance Desktop Computers Cheap._ Fi ights_ Compare _ Book,_Prices T-shirt s Televis ion s Web Search Web_Hostina Conference Callin q Online Dearee s Newsletter Sign Up Subscribe to ClickZ News Daily F HTML F Text my@emai l Click for More Newsletters J ( Case 5:04-cv-01497-RS Document 147-12 Filed 05/02/2005 Page 4 of 4 receive lower placement in Google's ranking system . With regional targeting, Lee said, even those New Yorkers who searched for the generic term "lawyer" might be more likely to click on an ad that said "New York lawyer" than on another that doesn't have a specific local message . "That 'New York Lawyer' ad would never have won in a national bidding war," Lee said, "but in a regional war it might do better . " Whether that proves true remains to be seen, but Lee said, "This gives regional advertisers the potential to compete against national advertisers, because they can target their messages better . " print this a rticle I e-mail a colleagu e ClickZ ClickZ News Archives Don't miss the next ClickZ News column . Subscribe and receive full text columns in your inbox ! r' Subscribe your@email~ ~ ' Unsubscribe JXML RSS How are we doing? Send .us._feed back! . Having trouble? Tell._u_s about technical_guestions or bug_repo,r Let us_k_,now,at~puLaewsletten-Pmblems or issues . Receive news and information via ClickZ XMLJRSS feeds . Click here to seethe, list . JupiterWeb networks : r+ , Search 3upiterWeb : F F I Jupitermedia Corporation has four divisions : JupiterWeb , JupiterResearch , JuyiterEvents and Jupiterlmage s Copyright 2005 Jupitermedia Corporation All Rights Reserved . Legal Notices, Licensing , Reprints, & Permissions . Privacy Policy . upitermedia Corporate Info I Newsletters I Tech Jobs I E-mail Offers L

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