Google's "Inadequate Content" Patent Could Shake the Online Media Disruptors but GoAdv CEO Salvatore Esposito Says it Will Improve Long Tail Content Offerings

DUBLIN, June 21, 2010 - Revelations by the Financial Times last week that Google has
obtained a patent for technology to help it identify "inadequate content" on
the web has sent waves amongst industry experts working in the content on
demand sector. Many commentators are now hinting that the disruptors will
become disrupted by the world's largest web player.

Salvatore Esposito, CEO of GoAdv, comments: "A move by Google
to either sell or give away its "inadequate content" data to online
publishers would certainly open up competition in the content on demand
sector. The leading US players are currently positioning themselves as the
market starts to consolidate, including Demand Media, AOL's Seed.com and
Associated Content, recently bought by Yahoo.

If Google follows this route, the move will actually improve content
offerings and subsequently quality, especially for long tail queries. As the
quantity of long tail content increases online the quality of the content
produced will become ever more important as search is not the only element
to consider but also the social journey of content as it is shared among
users via tools like Facebook's 'Like', which TypePad recently revealed
increases referral traffic to blogs by an astonishing 50%.

The impact of such a strategy would certainly weigh heavily on
any company relying on SEO and producing large quantities of low quality
content. But companies whose models are holistic and sustainable will be
enhanced. Companies using a combination of SEO, traffic acquisition and focus
on higher quality content, will be able to use the data made available in a
more effective way.

Google certainly needs to address the topic quickly. If the
search results produced by long tail queries are limited to a small selection
of content farms, Google is not offering a good service to its users. GoAdv
has become a European leader in the production of multilingual content on
demand, and our sustainable business model mixes organic, acquired, direct
and social traffic, putting us in an interesting position if Google decides
to follow this new route. We are building niche communities around long tail
topics, identified by algorithms and then managed by sector experts to
maintain quality and relevance. Our model and content offering will in fact
gain from a move by Google to open up search data in this manner and
ultimately will enhance a web user's search experience in the long tail area.

About GoAdv

The GoAdv Group is Europe's 4th fastest growing larger digital
media company (GP Bullhound Media Momentum 2010) and winner of the 2010Red
Herring Europe 00. Created in 2004 the Group crowdsources, distributes and
monetizes over 15,000 items of compelling, multilingual content per month for
a wide network of 500+ fully owned and operated websites including Excite
Europe, Better Deals, Blogosfere and the Nanopublishing network. The media
properties generate over 20 million unique monthly users (Source: Comscore
Jan 2010).

GoAdv is a pan-European company and has a staff of over 140
working across offices in Italy, Ireland, and Asia, active in the UK,
Germany, Netherlands, France, Italy, Spain, Sweden, US, Australia, Russia and
Brazil.

www.goadv.com

GoAdv Contact: Amanda Lorenzani, Head of Communications - lorenzani at goadv.com, +44(0)79-00-255-970