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 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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Building out a professional profile on LinkedIn certainly makes sense, and bolstering that CV with intelligent pieces of writing is also a great idea. But if you're going to take the time to create content, you should also take the time to create a home for that content that is yours and yours alone.
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When you bring the scale and precision of data-driven platforms to the brilliance of great media executions, magic will happen. Delivering on that vision for the Independent Web is the mission of Federated Media Publishing.
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I've always liked the fact that anyone with a great idea, access to the Internet, and an unrelenting will can spark a world-beating company simply by standing up code on the Internet and/or leveraging the information and relationship network that is the web. That's how Facebook started, after all.
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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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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.