Google is a "brand killer"

At the recent Association of Online Publishers (AOP) conference in London
Paul Rossi, publisher of Economist.com, described Google as a 'brand killer'.

"Google says it has the answers, so users will go to the top page result and it doesn't matter where that is. The brand is secondary in the user's mind," he told delegates.

And advertisers should be aware of the potential problems of using Google adverts on sites, said Mr Rossi, warning that Google is 'selling adverts on your site and in your own marketplace, talking to your advertisers and telling them not to use you'.

Despite his reservations, Mr Rossi confessed that Economist.com does run Google ads.

"But if you must sleep with the enemy," he said, "make sure you use protection and make sure you get paid".