The man who is probably most responsible for Yahoo's and Google's advertising success has revamped his search site to mingle sponsored and organic results together.
GoTo.com inventor Bill Gross, whose site became Overture and later a part of Yahoo, has a reworked noted a complaint from Ralph Nader's Commercial Alert office about Snap's sponsored result labels:
The label isn't prominent enough to satisfy Gary Ruskin, executive director of Commercial Alert, a Ralph Nader-based watchdog group behind a 2001 complaint that prompted the FTC to issue its search-engine advertising guidelines.
Snap's new system for identifying ads "is neither clear nor conspicuous," Mr. Ruskin said. "It is completely inadequate."
Pasadena-based Snap says its new approach makes sense because the Web sites run by advertisers sometimes provide the information or merchandise most likely to satisfy a user's search request.
"It might take a few years for it to catch on, but we think we are establishing a new paradigm for search," Gross said in the report. They have a lot of room to move up, as figures from Nielsen//NetRatings show only about 700,000 monthly users for Snap.
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