Digg defects from Google

Today it is being reported that Digg, the leader in social news, has made a deal with Microsoft to run advertising on their site. While Digg had been using Google for some time, reports cite Digg’s desire to have an ad partner that works with them and their needs, rather than simply slinging out PPC ads. (Read the article here.) Personally, I think this reflects a general frustration with Adwords that many feel, but don’t voice because Google remains the best game in town. Digg almost seems to be betting on the future, that Microsoft will be able to give them the same return as Google, or even Yahoo!.

Of course, since Google is the giant of PPC, they don’t really need to cater to clients like Digg. (The particulars of what Digg wanted, and what Microsoft ultimately did for them, aren’t mentioned.) Microsoft, in their tireless bid to compete with Google, have every reason to give Digg whatever they need in order to secure the contract. This may be what makes Microsoft stand apart and ultimately become competitive: Their willingness to create personalized solutions for their upper-tier clients. As ever, though, speculation will have to give way to results. Microsoft is great at securing deals, but hasn’t yet shown great success at delivering on their promises. (What exactly is the latest word on www.Live.com anyway? While we're at it, why are we all still calling it MSN, even though The Powers That Be in Redwood have asked us not to?)

About the Author: Eric Reid

I am the Social Media Services Manager for Off Madison Ave. I've been with the company since 2006, when I was hired to do SEO, and link building in particular. When social networking sites started cropping up, at first I started using them to create backlinks - but they weren't the best for that, given all of the "nofollow" attributes. However, I did see the potential for all of the direct referral traffic they represent. Since then I've been actively pursuing both tactics for clients: Links that can help them for search, and social postings that get them involved in the conversation. It's about the coolest job you could ever get. ;)

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2 comments so far

Ellen says:

I think this is an awesome opportunity for Microsoft AdCenter. Everyone knows Digg.com and I'm sure uses it in some capacity.

However, I do not associate AdCenter with being "innovative...willing to work with us on the cutting edge," but I do think that this is a smart move if they are unhappy with Google.

I think it will take a lot though, to close the Gap with Google.

Sara says:

One point mentioned in the article that I thought was interesting was the potential for Digg users to defect because of their hatred for Microsoft. If Microsoft really is one of the "most hated things" on Digg, as the article quotes social media expert Chris Winfield as saying, then will this make those users look elsewhere for their news?

Maybe a few will. But personally, I doubt that a large percentage of Digg's users will jump ship just because MSN takes over some text link ads. Instead, I think readers will only bail if those ads somehow diminish the quality of the site - i.e., they become obnoxious or hinder usability. Otherwise, I just don't see it being an issue - and I feel like this premonition of public outcry is a little far-fetched.