If Google Gives You Comics...

While the announcement of the Seth "Family Guy" MacFarlane link to Google was not new, the way in which Google has announced it will distribute and monetize reflects a deeper reach for the online media behemoth. Google is going into the content production space.

Seth MacFarlaneThe caveat about this is the actual information given for advertisers about publishers and their audience.

As NYT reports: "The innovative part involves the distribution plan. Google will syndicate the program using its AdSense advertising system to thousands of Web sites that are predetermined to be gathering spots for Mr. MacFarlane's target audience, typically young men."

The question is how are they determining the target audience? Topic-based decision or cookie-based?

Is Google making an across-the-board push to present as many of the new methods that they want to use to track, distribute and develop traffic? Are they headed for a period of controversy and legal challenges?

Hey, they have weathered them so far in numerous continents, so maybe they have it written into their growth program.

The creation of an online-only broadcast of popular content is interesting for the US, where over-the-air television goes digital early next year. The use of the Family Guy creator, popular with a large number of internet users and online spenders, is a smart move, if when the smoke clears they can monetize it in acceptable ways.

I am waiting for the day when Google and Yahoo are bidding for online presentation of the Olympics. Right now, it seems NBC is starting their Olympic online connection.

Bob Costas was pushing people off the TV and onto the NBC Olympics sites to follow the rest of the Swimming Olympic trials Sunday night. His closing was " Bob Costas telling people to turn off TV and watch online live Olympic trials. "if you are not online already online, fire up those computers and start watching."

In the meantime, I look forward to the new characters from MacFarlane.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.