Category: Digital Media
This post originally appeared on Forbes.com.
The recent changes announced at Facebook’s F8 conference solidifies their place as the first real social infrastructure for the web and this is very important for a number of reasons. At a high level, it’s important to understand that technology innovations alone are meaningless. What matters is how new technology advances or enhances previously existing technology. People refer to this as a “technology stack.” Consider the time when Benjamin Franklin unveiled electricity. Only until wires were installed across the country were we able to first leverage his invention in new ways. Once we had electricity, people were able to build up the stack and create new devices and technologies on top of one another.
Fast forward a bit to the computer age. Computers came out and made math computations a simple task. Then software came along and made the hardware that much … Read More »
There is a lot of debate going on in Washington DC and among the Ad Tech community around data and privacy. Technology has enabled every single one of us with the ability to communicate freely and broadly with ease and there are companies that make this possible, most notably through advertising revenue.
The loose claim being made is that our privacy is not safe and that as consumers, we are being exploited. However, I offer the following points to think about in order to add different abstraction to the conversation:
As a celebrity, you have the ability to communicate to the masses.
As a celebrity, you are subject to continual public criticism and scrutiny.
As a celebrity, you are subject to unwanted or unwarranted photography and videography.
As a celebrity, your likeness is often times used to make money (e.g. tabloids).
The current communication tools available make us all, … Read More »
I’ve been spending a lot of time lately thinking about Facebook and the implications it has on our daily lives, our communications, and our buying behavior. I’m starting to come around to the belief that Facebook truly is, first and foremost a data company in addition to being a portal for social news and activity. That’s really it and its nothing we don’t already know. Facebook will most certainly evolve and offer more compelling features like daily deals, FB credits, or even a mobile OS, but at the core, their foundation is simple. My friend Brad has been thinking about what this means in the context of historical companies and products, so I extended this line of thinking to see what I’d come up with and here is where I currently stand.
AOL vs. Facebook
AOL was first and foremost an ISP … Read More »
Image by The Planet via Flickr
Just some high level thoughts on where things are at and where things are going in digital display advertising…
We may look back and call 2010 the year of the “DSP.” It was the year when agencies recognized they could leverage ad network technology and fundamentally change the way their businesses operated. In an instant, buyers had scalable, centralized access to auction-priced display inventory. This new shift realigned agency resources, buying habits and media planning workflow because now, display media could be bought and sold instantaneously. A commodity was now being bought, traded, and sold as if it were the stock market. But now, two things are slowly happening which will bring us to the next wave of technology, or technology protocols and processes. Data Management, or now otherwise known as a DMP:
1. Buyers are hedging their … Read More »
Image by neonihil via Flickr
This week was internet week. I listened to a lot of media companies talk about “Premium Content” but I’m not sure that this is the right vernacular anymore.
Large media companies establish businesses on the basis that they can create an entire line of “premium content.” Information that is assembled, curated, and distributed with a stamp of approval – that stamp is the company brand name. There is a lot of value to this process, but I don’t buy it, at least not in today’s world.
If I had to choose between reading content written or produced by a “big name media company” or by someone I know and trust, or someone who has a community vouching for that person’s character, credentials and opinions, and someone (or a group of people) that focus on very specific topics and … Read More »
I always knew there was something super advanced and different about the Black Eyed Peas. My first sign was when I saw them perform at Intel’s private launch party for their Core 2 Duo processor at the 2006 Consumer Electronics Show in Las Vegas (thanks to Marc Harrison – pictures below). It was the first time I ever experienced a collision of mainstream music, technology, celebrities, and media all in one room, at one major event.
Yesterday I read an article in the Rolling Stones by Chris Norris titled “40 Reasons To Be Excited About Music” and sure enough, coming in at No.1 was “The Black Eyed Peas – Will.I.Am and the Science of Global Pop Domination.”
The entire article is certainly worth a read for anyone that’s in to music, but the piece that really hit me was this…
“To Will.i.am, songs … Read More »
A lot of people recently asked me about internet based businesses. Things like: How to start a blog or website, what is twitter, how to use twitter, how to increase followers and traffic, how to register a domain name, what is a domain, how to create a mailing list, how to use analytics, what is a good number of followers, how to obtain affiliates, how to create partnerships, etc.
These things may all seem trivial to anyone in the tech space but to those just entering, they seem non trivial, foreign perhaps, but very attainable.
Simply put, the evolving web has made things easy. The barriers of entry to creating an online business are much lower, but creating a long-lasting business under this premise is much harder.
It seems to me like this is one thing that is severely overlooked these days. I’m … Read More »
Doug Weaver wrote a great piece today titled The New Oreo, Part 3: The Audience Layer.
“Anyone mildly plugged into digital advertising in 2010 can’t possibly ignore the noise and energy around audience buying.
There are many people in our industry who can go a lot deeper on this topic than I…”
I’ll attempt to take it a bit “deeper” but will do so around his 4 premises.
It’s a Different Marketplace: “Audience buying is happening, and it is going to happen more”, but today, the market is not transparent. There are many companies out there that can sell your data for a price (and if not tied to media its probably much less), but what value are you getting other than a new, arguably small revenue stream? Are you learning about data strategies for your own organization? Are you learning about audience data collection, segmentation and … Read More »
When things get so complicated the best thing you can do is go back to the basics.
In today’s world of online advertising, the “basics” are changing so it’s important to understand what those changes are and how they affect a marketer’s business.
I wrote a piece that was featured in today’s iMedia Connection that discusses this very point.
Excerpt from the article:
We are at the cusp of a new age of online advertising. As news ways of thinking about the ecosystem emerge, so too are there new ways for advertising campaign deployment. Math now seems as equally important as creativity. Technology now seems as important as artistic ability. This evolving trend has spawned new companies and has required older companies to change their very DNA, and with that, their name or classification.
The entire piece is here.
Things used to be much simpler…
Read More »
The online advertising industry at large is sprinting towards maximizing efficiency. Overall, the working theory is that smart aggregation and assembly of various technology providers will create a unique solution for display advertising, and one that combines audience targeting, procurement, arbitrage and media trade. However, if, as Randall Rothenberg, CEO of IAB, states: “technology succeeds in driving the cost of reaching the perfect audience down to zero” in his latest post titled “Is Marketing a Strategic Resource or a Procured Commodity?” then the industry might be fumbling towards false ecstasy, with “the same low costs, the same perfect efficiency, for doing the same exact thing.”
Allow me to explain. With all of the aggregation and consolidation of publishers, networks, and exchanges, in many instances, an overlap occurs with publisher inventory. Think about a typical web publisher in today’s ecosystem. Think about … Read More »