Way back in the spring of 2010, when Twitter was constantly under siege for “not having a business model,” I co-hosted “Chirp,” Twitter’s first (and I think only) developer conference. This was just two and half years ago, but it seems like a decade. But it was at that conference, in an interview with me, that then-COO (now CEO) Dick Costolo first laid out the vision for “the Interest Graph.” I wrote about this concept extensively (here, here, here), because I felt that understanding the interests of its users would be the core driver of Twitter’s long-term monetization strategy.
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)…
This past week’s industry tempest centered around Microsoft’s decision to implement “Do Not Track” (known as “DNT”) as a default on Internet Explorer 10, a browser update timed to roll out with the company’s long-anticipated Windows 8 release.
Microsoft’s decision caught much of the marketing and media industry by surprise – after all, Microsoft itself is a major player in the advertising business, and in that role has been a strong proponent of the current self-regulatory regime, which includes, at least until Microsoft tossed its grenade into the marketplace, a commitment to implementation of DNT as an opt-in technology, rather than as a default.*
The headlines about Facebook’s IPO – along with questions about its business model – are now officially cringeworthy. It’s an ongoing, rolling study in how society digests important news about our industry, and it’s far from played out. But we seem at an interesting tipping point in perception, and now seemed a good time to weigh in with a few words on the subject.
As New York City gears up for its annual Internet Week, the team at FMP has been diligently working away on creating another stellar program for our 7th annual CM Summit, held this coming Monday and Tuesday in SoHo.
Last year we eliminated panels from our program, the move was met with great success – attendees love our fast-paced approach, which features short, high-value presentations from leaders in digital marketing and technology platforms, interspersed with conversations with CMOs from Fortune 500 brands and entrepreneurs driving change in digital.
I’m a bit behind on my snail mail, so to procrastinate from writing anything useful on the book, I went through a pile that’s accumulated over the past week. Perhaps the most interesting piece of mail came from a very familiar brand: Facebook.
The letter had all the trappings of direct mail – a presorted postage mark, impersonal address label, etc. I almost tossed it, but then I thought, why is Facebook using snail mail to message to me? I guess Facebook can’t grow using only its own platform to market its wares. After all, Google is now a major brand advertiser, and probably does direct mail as well. It’s kind of interesting that Facebook is now marketing in new ways….so open it I did.
Over at the FM blog, I just posted the draft agenda for the first of five conferences I’ll be chairing as part of my day job at Federated Media. Signal San Francisco is a one-day event (March 21) focused on the theme of integrating digital marketing across large platforms (what I’ve called “dependent web” properties) and the Independent Web. The two are deeply connected, as I’ve written here. As we explore that “interdependency,” we’ll also be talking about some of the most heated topics in media today: the role of mobile, the rise of brand-driven content, the impact of real-time bidded exchanges, and more.
Signal builds on the format I spent almost a decade crafting at the Web 2 Summit – the “high order bit,” or short, impactful presentation, as well as case studies and deeper-dive one-on-one interviews with industry leaders. Those include Jeff Weiner, CEO of LinkedIn, Adam Bain, President of Revenue at Twitter, Neal Mohan, who leads Google’s ad products, and Ross Levinsohn, who runs Yahoo! Americas, among others.
Others represented include Instagram, AKQA, Babycenter, Intel, Tumblr, WordPress, ShareThis, Facebook, and many more. I hope you’ll consider registering (the earlybird expires next week), and joining me for what’s certain to be a great conversation.
The “Recommend this on Google” hover box at the bottom is new, I’ve never seen it before (then again, my ads are usually from FM). It’s what we in the biz call a “social overlay” or a “social ad” – and as far as I can tell, it’s only available to those advertisers who use Google AdSense.
By some Mayan accounts, 2012 is not going to be a good year for any of us. But in this prediction, I’m going to focus on one company that will have a pretty crazy year: Google.
Now, I’m not predicting the company will lose revenue or profits in its core business of search, but rather that Larry Page’s first full year as CEO will be challenging, due in part to decisions made (or not made) back in 2011, and in part to the inherent complications of the businesses where Google now plants its flag.
I’ve got candidates for what those decisions were (Google+ real names’ policy, buying all of Motorola Mobility, not elegantly stewarding Android, muddying the search waters by favoring its own properties), but I think they all boil down to one core thing: Google has often brought products to market before they were fully ready, then played catch up with the competition against a roiling tide of conflicted partners, grandstanding policy makers, and confused consumers. It all adds up to a massive challenge that I think will come to a head in 2012.
For my third prediction of the year, I’m going with one just a tad bit less obvious than “Facebook will go public.” There seems to be no doubt about that event occurring this year, though I’ve certainly heard intelligent folks argue that Facebook can and should figure out how to stay private. I’ve argued that Facebook ought to be a public company, if only to be held (somewhat) accountable given all the data it has on our lives.
But this prediction has to do with Facebook announcing and then launching a web-wide advertising network along the lines of Google’s AdSense. I’ve talked about this for years (short handing it as “FaceSense,”) and I’ve asked Mark Zuckerberg, Carolyn Everson, Bret Taylor, and Sheryl Sandberg about it on stage and off. The answer is always the same: We’re not interested in launching a web ad network at this time.
I predict that line will change in 2012. Here’s why: