This is a great piece from Kevin Lee of Did-it.com posted at ClickZ
Social Networking and Social Search in PPC
by Kevin Lee
News flash! Humans are taking over the Internet! Their weapons are user-generated content and an overlay of human enhancements on top of existing content. An increasing use of social search, combined with the explosion of user-generated content, is changing the Internet’s balance of power yet again.
Search engines have always relied on humans to improve result relevancy. Yahoo started off as a directory. It still employs people to review PPC (define) ad creative before allowing it to go live (after the Panama launch, and in some cases now, there’s not a 100 percent editorial review, rather more of a spot check). Google continues to rely on the user-generated DMOZ open directory project, even though most of the online advertising and SEM industry feel DMOZ is in a state of disarray and needs an overhaul. This is old news.
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