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
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.
It's not easy being number two. As a marketer, you have limited choices - you can pretend you're not defined by the market leader, or, you can embrace your position and go directly after your nemesis.
Just like the VCR opened the film and TV industries to unimaginable new revenue streams, search, RSS and the Internet will do the same for marketers and media companies.
Call it a hunch, but I sense that many of us are not entirely comfortable with a world in which every single thing we buy creates a cloud of data. I'd like to have an option to not have a record of how much I tipped, or what I bought at 1:08 A.M. at a corner market in New York City.
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.
The hardest thing in the world is to capture the loyalty of people on the Web, and AIM has done that. AIM is a window to the youth market and a platform for so much more than just instant messaging.
Increasingly, search is our mechanism for how we understand ourselves, our world, and our place within it.
Search, a marketing method that didn't exist a decade ago, provides the most efficient and inexpensive way for businesses to find leads.
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.
The smart phone isn't a perfect device, as we all know. It forces the world into a tiny screen. It runs out of battery, bandwidth, and power. It distracts us from the world around us.
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.
'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.
Publishers are born connectors; they bring like-minded people together. They are also conversationalists of the first order. They foster the interaction between the three key parties in commercial media: the audience, the author/creator and the marketer.
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.