Lots of advertising news in this issue of Signal, as the bi-annual IAB report shows strong gains (YAY, Internet!). To the links:Read More
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.Read More
The Myths & Realities Of How Of The EU’s New “Right To Be Forgotten” In Google Works – MarketingLand Google and other search engines will have to hew to new EU rules. But how they will be implemented is a big unknown. This looks to be a huge issue moving forward – what is a person’s right to ‘dignity’? In the US, it’s not much. In the EU, far more. But at what price to free speech?
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.Read More
Every good story needs a hero. Back when I wrote The Search, that hero was Google – the book wasn’t about Google alone, but Google’s narrative worked to drive the entire story. As Sara and I work on If/Then, we’ve discovered one unlikely hero for ours: The lowly banner ad.
Now before you head for the exits with eyes a rollin’, allow me to explain. You may recall that If/Then is being written as an archaeology of the future. We’re identifying “artifacts” extant in today’s world that, one generation from now, will effect significant and lasting change on our society. Most of our artifacts are well-known to any student of today’s digital landscape, but all are still relatively early in their adoption curve: Google’s Glass, autonomous vehicles, or 3D printers, for example. Some are a bit more obscure, but nevertheless powerful – microfluidic chips (which may help bring about DNA-level medical breakthroughs) fall into this category. Few of these artifacts touch more than a million people directly so far, but it’s our argument that they will be part of more than a billion people’s lives thirty years from now.Read More
It’s no secret that Federated Media has deep roots in content marketing: We re-imagined CM for the modern web eight years ago, and since then have executed thousands of content-driven programs with hundreds of awesome publishers, services, and brands. “All Brands Are Publishers” has been one of our core mantras since our founding. And each year we run the CM Summit, where the topic of native, content, and conversation-driven marketing across all digital platforms is dissected.
Back when I was first studying the intersection of brand marketing and technology – about the same time as The Search and the founding of FM – I started talking and writing about “The Conversation Economy.” Its core theme is this: “In the future, all companies must learn how to have 1-1 conversations with their customers at scale, leveraging digital technologies.”Read More
Case in point: The San Jose Mercury News. Today the paper (yeah, I’m calling it that) published an interesting-sounding piece entitled Silicon Valley job growth has reached dot-com boom levels, report says. It was widely retweeted and otherwise socially circulated. It’s been a while since the Merc has mattered in my world, and I was pleasantly suprised to see the story pop up in my feeds. So I clicked through to the Actual Web Site to Actually Read The Story.
LordInHeaven I wish I hadn’t. Look at what I saw:Read More
As part of research I’m doing both for the book and for my upcoming conference (the CM Summit, more on that soon), I’ve been in pretty extensive conversations lately with dozens of key players in the advertising technology industry. I find the ecosystem that has developed to be fascinating, complex, and ripe with opportunity (and deeply important to the future of our society, not just marketing). I’ll be writing about it quite a bit in coming months. But before I do, I wanted to call out a growing issue that our industry will have to tackle sooner rather than later.
Just as in the early, wild west days of search (1999-2004), the programmatic advertising business – a multi-billion dollar marketplace growing faster than search, video, or anything else for that matter – is riddled with fraud.Read More
My response is below. Check the story for the opinions of many others in the industry as well.
If I had to wager a guess, I’d have to say that programmatic will be a larger force, but only if you take “native” to mean the native units at domain-specific platforms like Facebook, Twitter, Tumblr and the like. But it’s very important to define your terms here because in five years time, I think you will be able to buy all of these “native” units across a unified “programmatic” platform — and that platform has not yet been built. We are, as an industry, heading in that direction, and it’s a very exciting one. When programmatic merges with native and is fueled by data and a transparent, objective framework, everyone wins.
Fast forward to now. Twitter today announced its “promoted” suite of ad units may now be targeted by user interest, which to me is a long-expected move that should clarify to anyone confused by the company’s recent announcements (cue link to recent tempest). Twitter’s statements around its decision to sever ties with Instagram and Tumblr couldn’t be more clear:
We understand that there’s great value associated with Twitter’s follow graph data, and we can confirm that it is no longer available to (insert company here)…