Issues
in Managing Online Advertising Fraud
In this essay, I first point out that traditional measures of advertising
cost are not immune to fraud. Then I outline the interactions between
cooperative and competitive ad-fraud deterrence mechanisms and risk mitigation.
(January 24, 2010)
Domain
Names Complement Social Network Marketing
In this essay I outline the imperatives of the emerging community-
and social media–based marketing. I focus on brand-sharing domain-name
based Web sites, which must be added to the marketing mix, and point out
why marketers have neglected this channel. ( January 24, 2010)
Bring
Back Two Dealers at Domain Name Fairs
Two pieces of advice for whipping up live domain name auctions that generate
healthy bids: Go double and make sure everyone’s speaking the same
language. (December 12, 2009)
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Selling
Domain Names: Auction or Negotiate?
The decision depends on the type of information that would be revealed,
the need for a quick sale, competition among buyers, and follow-up relationship
between a buyer and a seller. (December 12, 2009)
End
of Domain Name Auction Sites
Having eBay has worked out pretty well for the world at large; now it’s
time for the world of domain names to start using it. We need to throw
away the jumble of different auctions and dealer sites. Speculators may
not like having their haunts cleaned out, but corporate (end-user) buyers
and investors will welcome the chance to deal with one centralized auction
mechanism with one set of rules. (December 12, 2009)
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