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June 02, 2004

Advertising: a three legged stool?

John Battelle's Searchblog: Toward the Endemic: What's missing in PPC/Behavioral/Contextual Ad Nets John Battelle was at AdTech Forum too. His entry - on Endemic Advertising and what's missing from all the behavioral, contextual ad targeting - sparks an interesting discussion. A highlight is the reminder that traditional advertising really involved three groups who all basically knew that they were in a relationship with each other: the publisher, the advertiser and the reader/viewer. Battelle asks what has happened to this relationship. And what is the impact of the ad content and readership/viewership experience now that everything is driven by machine observation of the click actions of the viewer/reader and the content choices of the publisher. I know when I was an advertiser that the publication itself, what it stood for, what kind of content and editorial it had mattered a lot, at least in part of my media buying choices. Blogs are an interesting topic here. They have an editorial spirit and personality and they enjoin the reader to participate in a kind of "conversation." But (with some exceptions) blogs are still hard to deal with as a major advertiser. (Remember in the old days, one of the most important parts of this three way relationship was the awesome parties that media reps would throw for advertisers. Well, one party in this discussion notes that maybe this is what is needed for blogs too, a new class of salesman: The BlogRep.) Meanwhile, there is a ton of debate around sorting fact from fiction in blogs. Maybe, as Jefferson said, here too the ads will be the most truthful thing.

Posted by johnza at June 2, 2004 07:03 AM

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Posted by: rasoolnasiri at August 25, 2004 01:31 PM

Posted by: aimal at July 18, 2004 03:44 AM

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