Is Verticalization the future of search? Here's my take on the subject.

There was a similar article I stumbled upon today:

https://www.ppchero.com/retail-search-is-the-new-ppc/

It argues that horizontal/vertical retail search engines and their ad network will trump more 'traditional' ways of advertising.

The reason? Apple's ATT. Google banning cookies. All of these things make 'behavioral' advertising harder. How do retail search engines fit into all of this?

They have first-party purchase data. They know what people want, what search terms result in purchases and can make thousands of correlations/data points. They can then use this to make effective ad networks.

@callmefred what makes an effective vertical search engine? The content curation? The organization? Being a one-stop shop?

Reminds me of the term Boutique Search Engines

Hi guys, thanks for all your comments. I've added some clarification re: the concept of verticalization as an intro to the article: https://www.callmefred.com/is-verticalization-the-future-of-search/

ok this article is interesting, and I do agree about that, I'm working in SEO and also we don't talk that much about verticalization. I still feel that this is next, build the website trust to own a vertical.
This might be big for local lead gen business, like a yelp for carpet cleaning or for roofing

Great read. Thanks @callmefred!