| There is a search engine based in Pasadena, | | | | like everyone else. He either sees the future |
| California called with a stated desire to | | | | here or is taking jabs at the very model he |
| become "The other way to Search". All it | | | | created - or maybe a little of both. Perhaps |
| takes is a click and a search or two to see | | | | visual search displays for are too far ahead |
| how is a true alternative to the norms of | | | | of its time. Leading search engines don't |
| search advertising. I recently asked some | | | | want more informed and pickier searchers |
| employees at to check out Snap as an example | | | | clicking fewer ads, but Gross's career path |
| of a company that not only thinks "outside | | | | is replete with successfully zigging while |
| the box", but operates there, too. We'd do | | | | others zag. It might take some happy accident |
| well to steer clear of any insurance group | | | | of his or an innovation of another company to |
| billing itself as a revolutionary and | | | | marry well into Snap's added contextual |
| unprecedented kind of policy-provider. | | | | platform before Snap's functionality goes |
| Indeed, risk management calls for avoiding | | | | from a cool alternative to an industry |
| risk while seeking measured solutions. This | | | | staple. I think Bill Gross banks on this. has |
| is in stark contrast to the Internet, which | | | | also spawned Big.com, a search tool that |
| is still developing as a platform and needs | | | | employs the simplest concept that could ever |
| creativity and innovation as much as we need | | | | be thought up, yet no one really did until |
| oxygen. So when a giant like Bill Gross, | | | | Big.com: that's a search engine with giant |
| founder of Snap.com, aims to build search | | | | font. People who like include seniors, the |
| alternatives, I take special notice. In case | | | | vision impaired and me. It's terrific, almost |
| you're unfamiliar with Bill Gross, he is | | | | shocking to behold. The layout of is |
| credited with developing the concept of | | | | beautiful once you figure out what you're |
| contextual online advertising as we know it | | | | looking at. Like any standard search engine, |
| today through His ideas have evolved into | | | | you'll get results by entering keywords into |
| the success of pay-per-click that Google, | | | | a search bar. In this case, it's virtually |
| Yahoo and others enjoy. I don't know if | | | | impossible to not find the search bar - trust |
| anyone calls him the "Godfather of the | | | | me. Your Search Engine Results Page (SERP) |
| Internet", but I wouldn't object to the | | | | comes back very simply with natural or |
| phrasing. Simply put, his monetization model | | | | organic results in the left column and paid |
| still fuels the progress of our medium. For | | | | search ads in the right - all in huge can't |
| the last few years Gross has been hanging his | | | | miss print with paneled screen encompassing |
| hat at Idealab, a true hotbed of business | | | | buttons instead of wee links to click. The |
| ideas. Idealab's ambitions even venture into | | | | ironic thing is that this giant font flies in |
| harnessing solar energy. is an offshoot of | | | | the face of the incredible shrinking font of |
| Idealab and is noteworthy for the exceptional | | | | the Internet, a trend that's due to |
| contextual search features it provides. | | | | contextual advertising which has increased |
| Searches with give in-window previews of | | | | the value of screen space, a trend that Bill |
| contextual ads. It allows you to glimpse a | | | | Gross helped start as much as anyone. Google |
| website in question before actually have to | | | | and Yahoo don't seem to be splashing big font |
| click and visit it. This innovation provides | | | | for their users. I believe part of the |
| convenience to the potential visitor, who may | | | | Google's franchise is a simple uniform look. |
| get a better idea of what's in store before | | | | Different font sizes for different users |
| clicking on an ad. The mouse-over display | | | | might ripple that magnificent pond. And with |
| also saves the advertiser money, improves | | | | Yahoo, they need all the space they can get, |
| cost per acquisition, and lowers the | | | | big font might shoo some of their offerings |
| visitors' abandonment rate by minimizing the | | | | off the monitor and that's definitely not |
| number of needless clicks from uninterested | | | | part of their business plan. It's easy enough |
| visitors. Could you imagine a major search | | | | to change the color scheme, though. I like |
| engine giving both users and advertisers this | | | | that. Bill Gross has already contributed more |
| break? An advertiser with gets more relevant | | | | to the Search business than anyone could |
| and interested visitors while cutting down on | | | | expect an individual to. He could bow out now |
| accidental and costly clicks because people | | | | an accomplished pioneer. But that wouldn't be |
| won't be clicking on sites they don't want to | | | | like him or anyone with a pioneering spirit |
| visit. This is one innovation most search | | | | would it? As big names in search advertising |
| engines will likely not adopt; I don't see | | | | emphasize profits, I think we have to dig |
| Google discouraging clicks to paid | | | | around elsewhere to see where innovation will |
| advertisements. This far reaching platform | | | | come from. And change just might come from |
| could be construed as self-defeating for a | | | | the same guy who changed the rules of |
| search engine when conventional standards are | | | | Internet advertising to begin with. |
| applied, but Bill Gross isn't trying to be | | | | |