Five to Watch

By Published on .

The face of search marketing is changing in dynamic ways -- from virtual and 3-D mapping technologies to video and automated tracking software. Here are some executives leading the charge.
STEVE
BERKOWITZ, 48
SENIOR VP-ONLINE SERVICES, MICROSOFT
FAVORITE TECH GADGET:
BLACKJACK CELLPHONE RUNNING WINDOWS MOBILE
Steve Berkowitz, senior VP-online services, co-supervises a number of Microsoft's web ventures, such as MSN.com and Windows Live.

Virtual Earth, Mobile Search and AdCenter are projects Mr. Berkowitz cites as achievements. Look for Microsoft to launch a multitude of services to take market share from Google, he says, citing Virtual Earth and Mobile Maps, two products it expects to promote in the next year. Look for Microsoft to integrate ads into those products, swapping 3-D billboards for stickpins to identify businesses.
TIM CADOGAN, 36
SENIOR VP-SEARCH AND LISTINGS MARKETPLACES, YAHOO
FAVORITE TECH GADGET:
BRUNTON SHERPA WEATHER INSTRUMENT, A POCKET-SIZE ALTIMETER, BAROMETER, ANEMOMETER AND THERMOMETER
MARK MORRISSEY, 45
SENIOR VP-GLOBAL PRODUCT MANAGEMENT, YAHOO
FAVORITE TECH GADGET:
SLINGBOX, A REMOTE TV VIEWING DEVICE
Tim Cadogan and Mark Morrissey focus on search-marketing programs that give advertisers more control. Notable among their projects: Panama, technology that monitors ad campaigns and matches ads with queries.

Both Mr. Cadogan, senior VP-search and listings marketplaces, and Mr. Morrissey, senior VP-global product manager, claim Panama is one of their top contributions to search marketing. Advertisers set to benefit from Panama include Nissan USA and Bank of America.

Mr. Cadogan specializes in matching and ranking algorithms. Ranking algorithms give advertisers a sense of how the system will list an ad on a web page. Mr. Morrissey, who joined Yahoo from IBM's mainframe-software group, says algorithms help Panama process the equivalent of more than four times the daily stock transactions of all combined exchanges. During the quarter ending March 31, Yahoo finished migrating a spate of U.S. accounts to Panama. This month Yahoo introduced SmartAds, which tracks user behavior and then ties into online ad platforms such as Panama to give businesses quick feedback.
MARISSA MAYER, 32
VP-SEARCH PRODUCTS AND USER EXPERIENCE, GOOGLE
FAVORITE TECH GADGET:
AN EVDO CARD FOR HER LAPTOP BECAUSE IT GETS HER ONLINE ALMOST ANYWHERE
Marissa Mayer, one of the highest-profile women in the tech sector, is focusing on Universal Search, a system that combines query results from books, images, local business and video. Ms. Mayer, who joined Google in 1999 as its first female engineer, is heading the company's latest move to update servers and software running Universal Search.

Universal Search unites almost a decade of Ms. Mayer's work. She oversees design and search interfaces for products including web search, images, groups, news, Froogle, the Google Toolbar, Google Desktop and Google Labs.
JAMES SPEER, 36
GENERAL MANAGER, SEARCH MARKETING, IAC ADVERTISING SOLUTIONS
FAVORITE TECH GADGET:
XBOX 360
James Speer, general manager for search marketing at IAC Advertising Solutions, is the go-to exec for IAC/InterActiveCorp's network of sites Ask, Evite, Citysearch and Ticketmaster.

Mr. Speer and Ask have used a product called Insight to develop the Ask Sponsored Listings, a pay-per-click search-engine marketing program that launched in 2005. It has become a popular service for Ask. In June, Ask Sponsored Listings introduced contextual advertising, and the new Ask3D features Ask's results in three vertical panels instead of stacking links.
In this article:
Most Popular