Today Digiday published a piece I wrote about the lack of context in the display advertising marketplace. Check it out, I’ve posted it below as well for posterity.
Before the rise of programmatic buying and “audience retargeting,” most quality brand media was purchased based on a very particular contextual signal –- even if the market didn’t really call it that. Back then, “context” was code for a publication or television program’s brand, and for the audience that brand attracted. If you wanted to reach moms at home, for example, you’d buy Ladies Home Journal or the soap operas. If you wanted business executives, you’d put Fortune or Forbes on your plan, maybe with a dose of golf or baseball broadcasts.
Transparency Reports Database – Silk A roundup of the ever increasing number of transparency reports from digital companies subpoenaed by the US government. This promises to be one fat file a year from now.
About a year ago I wrote a piece outlining the kinds of companies we were looking for as we began the first full year of the NewCo festival circuit. Back then, NewCo was called “OpenCo,” and we were just starting to understand our mission of identifying and celebrating a major trend changing businesses everywhere. In a way, we were exploring a story that had yet to become fully expressed, and that post was my first attempt at declaring the narrative.
We’re all familiar with disputes between cable providers and their content partners – it happens all the time. One party claims the other party is demanding too much in a carriage negotiation, and in retaliation, the offended party pulls the programming in dispute. It might be the programmer who refuses to allow its content to run, or the cable company who refuses to put it on the air. The last big one I recall was between Time Warner and CBS back in the Fall, when many major markets looked to be losing football coverage just as the season was starting.
Cinco de Mayo on a Monday? What fresh hell is this? Just another week of links worth reading, if you care about the most muscular narrative in our beer-goggled world. Facebook (and Wired) dominated thanks to news from it F8 developer conference, but policy and politics were not far behind. To those links…