John Battelle
John Battelle
John Linwood Battelleis an entrepreneur, author and journalist. Best known for his work creating media properties, Battelle helped launch Wired in the 1990s and launched The Industry Standard during the dot-com boom. In 2005, he founded the online advertising network Federated Media Publishing. In January 2014, Battelle sold Federated Media Publishing's direct sales business to LIN Media and relaunched the company's programmatic advertising business from Lijit Networks to sovrn Holdings...
NationalityAmerican
ProfessionBusinessman
Date of Birth4 November 1965
CountryUnited States of America
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Brand marketers don't believe that ad-tech companies view brands as true partners. Ad-tech companies think brand marketers are paying attention to the wrong things. And publishers, with a few important exceptions, feel taken advantage of by everyone.
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Boxes and rectangles on the side or top of a website simply do not deliver against brand advertising goals. Like it or not, boxes and rectangles have for the most part become the province of direct response advertising, or brand advertising that pays, on average, as if it's driven by direct response metrics.
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It would be another way for Google to sell targeted advertising and burnish its brand. And it's very much in the tradition of Google's brand promise - great stuff free.
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I've been a Mac guy for almost my entire adult life. I wrote my first college papers on a typewriter, but by the end of my freshman year - almost 20 years ago - I was on an IBM PC. Then, in 1984, I found the Mac, and I never looked back.
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When you break it down, Yahoo! is a Very Large Display Advertising business, with a hefty side of search and a bit of this and that on top.
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The open web is full of spam, shady operators, and blatant falsehoods. Outside of a relatively small percentage of high quality sites, most of the web is chock full of popup ads and other interruptive come-ons. It's nearly impossible to find signal in that noise, and the web is in danger of being overrun by all that crap.
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In the past, Google has used teams of humans to 'read' its street address images - in essence, to render images into actionable data. But using neural network technology, the company has trained computers to extract that data automatically - and with a level of accuracy that meets or beats human operators.
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In conversation marketing, you're providing a service, a continuing dialogue whose course through the Web is unknown. The more value it adds to the ecosystem, the more it will be shared, amplified and celebrated.
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Advertising and content have always been bound together - in print, on television, and on the web. Sure, you can skip the ad - just flip the page, or press 'ffwd' on your DVR. But great advertising, as I've long argued, adds value to the content ecosystem, and has as much a right to be in the conversation as does the publisher and the consumer.
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I think ad networks is an ongoing story. Federated was a chapter in that story, and it continues to write a new one.
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WordPress makes it drop-dead easy to start a site. Take my advice and go do it.
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In a world lit by data, street corners are painted with contextual information, automobiles can navigate autonomously, thermostats respond to patterns of activity, and retail outlets change as rapidly (and individually) as search results from Google.
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I'm quite certain the Windows 8 team is preparing to market IE 10 - and by extension, Windows 8 - as the safe, privacy-enhancing choice, capitalizing on Google's many government woes and consumers' overall unease with the search giant's power.
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The beauty of the innovation that flows from the open web is that no one has to ask for permission, get a credential, or win a Disrupt or Launch award to go prove their idea is worthy. They just... put up a page on the web, iterate, iterate, iterate... and eventually, a Facebook emerges.