Thanks for the nice comment.

I’m pretty sure that there’ll be a Rev C, probably with a title change - something like “The Search Fallacy”. I’m also thinking about an article on the insanity of mixing content match and keyword search, and writing up some experiments on geotargeting that I’ve been working on. I’ve also got some observations about keyword tools especially when used with Romance languages, and the use of mixed-language targeting… I have to earn a crust working on client accounts, which gives me a lot of these ideas, but it’s pretty time consuming!

You are spot on about the importance of a name. I’m thinking about it…

FWIW, I’m also wondering about banners, content match, behavioral targeting and message sequencing. The area currently called “search marketing” could, indeed, become part of “intent marketing” - but requires the development of some new or reworked advertising systems. With Google’s purchase of DoubleClick, some of those smarter systems could be built now.

Your blog is the best source I have found on the net (and out of it) on context and search-based advertising (CSA). Please don’t stop!
I wonder how you would call the area? It took me a few minutes to decide on “CSA”, but I am not sure this title is perfect for the area. It should not be “search engine optimization”, of course, because this does not mention advsertising, which is a central aspect of the area (and ignores the context-based ads such as adsense). It should not be “internet advertising”, which includes those banners and which precludes context and search on mobile phones, games etc. John Battelle would perhaps use “intent-based advertising”, but I feel that “intent” may be a too high abstraction for grouping “context” and “search”, because they represent very different types of intent.
I think that terminology is important (shouldn’t be hard to convince a person who does advertising on the importance of a good name..); as long as people keep thinking only about “search engines”, they continue falling in the trap of ignoring the
fact that advertisers are the ones who pay for all of this. I suspect that many of your complaints about Google’s attitude (which I am sure are correct) stem from the “title”, so to speak, that they use when thinking of the whole area.
Ari

PS I would like to ask you a few concrete questions, could you please establish contact through email?