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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It seems everyone is converging on a simple set of facts: Our lives are digital, and we wish to share our lives. Pinterest came at it through images, artfully curated. Facebook came at it through friends, cunningly organized. Dropbox came to it via files, cleverly clouded.
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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.
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I left 'Wired' before it was sold to Conde Nast and Lycos, so I didn't experience that transition.
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The largest issue with search is that we learned about it when the web was young, when the universe was 'complete' - the entire web was searchable! Now our digital lives are utterly fractured - in apps, in walled gardens like Facebook, across clunky interfaces like those in automobiles or Comcast cable boxes.
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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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You happily give Facebook terabytes of structured data about yourself, content with the implicit tradeoff that Facebook is going to give you a social service that makes your life better.
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Bitcoin woke us all up to a new way to pay, and culturally, I think a much larger percentage of us have become accustomed to the idea that money no longer comes with the friction it once had.
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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.
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At the Web 2.0 Conference a year ago, we gathered to discuss the implications of the Web becoming a platform. This year, we're taking it further, focusing not just on declaring the platform, but showing where the innovation is happening and what we might expect in the coming year, ... Web 2.0 attendees will be immediately plugged into the ecosystem of the new Internet and allowed to make connections vital to their business strategy.
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I sense that the sea of smart phones lit up at concerts is a temporary phenomenon. The integration of technology, sharing, and social into our physical world, on the other hand, well, that ain't going away.
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'The Victorian Internet' is a must read for anyone interested in the history of technology and in the cycles of hype, boom, and bust that seem to only quicken with each new wave of innovation. Highly recommended.