Comments on: Ad Age column: The open ad marketplace http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/ by Jeff Jarvis Fri, 09 Jan 2009 04:57:48 +0000 http://wordpress.org/?v=2.7 hourly 1 By: BuzzMachine » Blog Archive » Advertising explodes http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-45589 BuzzMachine » Blog Archive » Advertising explodes Wed, 10 May 2006 15:59:03 +0000 http://www.buzzmachine.com/?p=1483#comment-45589 [...] Wal-Mart and other top advertisers are proposing an auction marketpace for TV advertising. This has big implications on many levels: It is another harbinger of the death of TV’s upfront, which was built on old business models of scarcity; now scarcity is dead as there is ever more content, more distribution, more competition. It is also another indication of the commodification of media; if you’re just broadcast, you’re just eyeballs… but (and here’s our opportunity) if you have real relationships with people you have more value. It is also an indication of competition with Google, which has been threatening to turn all ad purchasing into a Google auction; note that this project involves eBay. And it shows me this could create an infrastructure for negotiating advertising buys that could be used by the open ad marketplace for citizens media I proposed in Ad Age this week. On the Wal-Mart proposal, Ad Age reports: A group of marketers led by Wal-Mart’s Julie Roehm today put out the call for advertisers to contribute $50 million for a test of an online auction system to buy and sell TV advertising. [...] [...] Wal-Mart and other top advertisers are proposing an auction marketpace for TV advertising. This has big implications on many levels: It is another harbinger of the death of TV’s upfront, which was built on old business models of scarcity; now scarcity is dead as there is ever more content, more distribution, more competition. It is also another indication of the commodification of media; if you’re just broadcast, you’re just eyeballs… but (and here’s our opportunity) if you have real relationships with people you have more value. It is also an indication of competition with Google, which has been threatening to turn all ad purchasing into a Google auction; note that this project involves eBay. And it shows me this could create an infrastructure for negotiating advertising buys that could be used by the open ad marketplace for citizens media I proposed in Ad Age this week. On the Wal-Mart proposal, Ad Age reports: A group of marketers led by Wal-Mart’s Julie Roehm today put out the call for advertisers to contribute $50 million for a test of an online auction system to buy and sell TV advertising. [...]

]]> By: The Ad Exchange Drum Beat Gets Louder » Conversion Rater http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-45573 The Ad Exchange Drum Beat Gets Louder » Conversion Rater Wed, 10 May 2006 15:15:14 +0000 http://www.buzzmachine.com/?p=1483#comment-45573 [...] First, Jeff Jarvis continued his writing about the need for an open ad marketplace. It’s great that Jeff continues to write articles about this concept. He’s also been working on an industry group to help bring his ideas to reality. Since we’ve been building a platform based on this general idea for a couple of years now, and we’re already transacting billions of impressions in our ad marketplace, we’d like to get involved with that group and continue to build a solution that works for everyone. [...] [...] First, Jeff Jarvis continued his writing about the need for an open ad marketplace. It’s great that Jeff continues to write articles about this concept. He’s also been working on an industry group to help bring his ideas to reality. Since we’ve been building a platform based on this general idea for a couple of years now, and we’re already transacting billions of impressions in our ad marketplace, we’d like to get involved with that group and continue to build a solution that works for everyone. [...]

]]> By: everybuddy.org » Share Your Attention Algorithms (SeeYa) http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-45236 everybuddy.org » Share Your Attention Algorithms (SeeYa) Tue, 09 May 2006 13:25:34 +0000 http://www.buzzmachine.com/?p=1483#comment-45236 [...] More talk from Jeff Jarvis about an Open Ad Marketplace. You know I’m for it. But let me try to distill a similar idea that has been floating around here lately. [...] [...] More talk from Jeff Jarvis about an Open Ad Marketplace. You know I’m for it. But let me try to distill a similar idea that has been floating around here lately. [...]

]]> By: Jakob Lunden http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-45140 Jakob Lunden Tue, 09 May 2006 05:46:05 +0000 http://www.buzzmachine.com/?p=1483#comment-45140 New software is out to address all of the factors advertisers need to gather data on the blogosphere. The journalism department at my college (Western Washington University) brought in a guest speaker whose company develops it. Initially it was a way for companies to track chatter about thier products. It measures links to other blogs in similar subjects and observes readership, so obviously advertising potentials abound. Offensively, it allows advertisers to better find thier niche, and defensively it safegards against allowing damaging information to be under the radar for long periods of time. The speaker mentioned Kryptonite brand bike locks, who were unaware of how notoriously flawed their products were until news made it to the mainstream media- three years after appearing on blogs. New software is out to address all of the factors advertisers need to gather data on the blogosphere. The journalism department at my college (Western Washington University) brought in a guest speaker whose company develops it. Initially it was a way for companies to track chatter about thier products. It measures links to other blogs in similar subjects and observes readership, so obviously advertising potentials abound. Offensively, it allows advertisers to better find thier niche, and defensively it safegards against allowing damaging information to be under the radar for long periods of time. The speaker mentioned Kryptonite brand bike locks, who were unaware of how notoriously flawed their products were until news made it to the mainstream media- three years after appearing on blogs.

]]> By: Alan Kellogg http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-45048 Alan Kellogg Mon, 08 May 2006 22:22:19 +0000 http://www.buzzmachine.com/?p=1483#comment-45048 Instead of putting your message where people might see it, try inviting people to come look for themselves. But instead of trying to sell your products to your visitors, let your visitors sell themselves on your products. And give them reason to buy what you make not by shilling it, but by producing good product. Product that gets positive buzz. Produce quality, let people know where it can be purchased, and let them make up their own minds. Instead of putting your message where people might see it, try inviting people to come look for themselves. But instead of trying to sell your products to your visitors, let your visitors sell themselves on your products.

And give them reason to buy what you make not by shilling it, but by producing good product. Product that gets positive buzz. Produce quality, let people know where it can be purchased, and let them make up their own minds.

]]> By: Zach Coelius http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-45018 Zach Coelius Mon, 08 May 2006 19:44:45 +0000 http://www.buzzmachine.com/?p=1483#comment-45018 Jeff, Keep up the great work. We love seeing you evangelize our product over here at Triggit. Let me know the next time your in the Bay Area, I'd love to buy you lunch. Zach Jeff,
Keep up the great work. We love seeing you evangelize our product over here at Triggit. Let me know the next time your in the Bay Area, I’d love to buy you lunch.

Zach

]]> By: Pete Cashmore http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-44996 Pete Cashmore Mon, 08 May 2006 18:30:42 +0000 http://www.buzzmachine.com/?p=1483#comment-44996 I like this idea a lot - I hope it can become a reality. I like this idea a lot - I hope it can become a reality.

]]> By: Amanda Chapel http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-44987 Amanda Chapel Mon, 08 May 2006 17:47:09 +0000 http://www.buzzmachine.com/?p=1483#comment-44987 Context please. How does an advertiser chose a publication? Three reasons: Readership, Subject Matter and Continuity. I want a lot of eyeballs for my money. I want it surrounded by context in sync with my product/service ad. I want to know that the context doesn’t radically shift. I’d say that a model for blog advertising can possible address the first two. But the third is not very likely. Most blogs by their nature are too volatile. - Amanda Chapel Context please. How does an advertiser chose a publication? Three reasons: Readership, Subject Matter and Continuity. I want a lot of eyeballs for my money. I want it surrounded by context in sync with my product/service ad. I want to know that the context doesn’t radically shift.

I’d say that a model for blog advertising can possible address the first two. But the third is not very likely. Most blogs by their nature are too volatile.

- Amanda Chapel

]]> By: Amy Gahran http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-44961 Amy Gahran Mon, 08 May 2006 16:00:34 +0000 http://www.buzzmachine.com/?p=1483#comment-44961 Excellent column, Jeff. Over at Poynter's <a href="http://www.poynter.org/column.asp?id=31&aid=101102" rel="nofollow">E-Media Tidbits blog</a>, I just alerted our readers to your column. I thought people from mainstream news/media organizations should have this on their radar screen because I see a possible synergy: that media orgs could become a sort of broker on the "systems of trust" aspect of the infrastructure you envision. And as for folks (like the previous commenter) who see any sort of business model or advertising in weblogs as shamful and polluting -- <i>Oh, puh-leeeeeze!</i> There is nothing inherently wrong with advertising, and for good media to be self-sustaining it needs a revenue stream. Bloggers gotta eat, too! Besides, one of the beautiful things about weblogs and other types of online media is that you don't absolutely need ads (or any revenue) to publish. Plenty of bloggers will continue to eschew ads, and that's fine. Personally, I think having a system for blog advertising that's efficient and effective for everyone involved will only enhance the quality of blogging overall. - Amy Gahran Editor, Poynter's E-Media Tidbits Contentious.com RightConversation.com IReporter.org Excellent column, Jeff.

Over at Poynter’s E-Media Tidbits blog, I just alerted our readers to your column. I thought people from mainstream news/media organizations should have this on their radar screen because I see a possible synergy: that media orgs could become a sort of broker on the “systems of trust” aspect of the infrastructure you envision.

And as for folks (like the previous commenter) who see any sort of business model or advertising in weblogs as shamful and polluting — Oh, puh-leeeeeze!

There is nothing inherently wrong with advertising, and for good media to be self-sustaining it needs a revenue stream. Bloggers gotta eat, too! Besides, one of the beautiful things about weblogs and other types of online media is that you don’t absolutely need ads (or any revenue) to publish. Plenty of bloggers will continue to eschew ads, and that’s fine.

Personally, I think having a system for blog advertising that’s efficient and effective for everyone involved will only enhance the quality of blogging overall.

- Amy Gahran
Editor, Poynter’s E-Media Tidbits
Contentious.com
RightConversation.com
IReporter.org

]]> By: Mac http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-44958 Mac Mon, 08 May 2006 15:52:52 +0000 http://www.buzzmachine.com/?p=1483#comment-44958 Jeff -- Excellent column. As someone who owns a blog network, I'm constantly fighting for industry legitimacy and a column like this could got a long way toward opening eyes. Moreover, your move toward a "trade group for citizens' media" is, in my mind, the missing link in this equation. I've long thought that an organized effort could do wonders for this burgeoning industry. Jeff — Excellent column. As someone who owns a blog network, I’m constantly fighting for industry legitimacy and a column like this could got a long way toward opening eyes.

Moreover, your move toward a “trade group for citizens’ media” is, in my mind, the missing link in this equation. I’ve long thought that an organized effort could do wonders for this burgeoning industry.

]]> By: UDAYAN http://www.buzzmachine.com/2006/05/08/ad-age-column-the-open-ad-marketplace/#comment-44949 UDAYAN Mon, 08 May 2006 15:12:33 +0000 http://www.buzzmachine.com/?p=1483#comment-44949 The reason why blogs have become so powerful in recent times is because the authors did not have to worry about money. Bloggers could say whatever was there in their hearts without worrying about the consequences. The moment you start seeding the idea that you can make money out of blogs, its going to be a downward slide from there on. It has already begun. I read about 20-30 blogs everyday, and i can see the change. Many bloggers have already started making their blog content look like a disneyland story- piece rather than lend their own independent voice...or just some cut and paste 'check this out' stuff. Many of them even make new blogs hoping to catch the eye of particular advertisers. Its sad that even people like you are encouraging such practices. Its naive to think that the media folks/advertisers are just going to hand out money on a silver platter to the most influential bloggers with no strings attached. Some bloggers might hold their own ground. But many of them will capitulate to the sweet allure of green dough. No guesses needed to know what happens then. It just feeds the usual stereotype cynicism that people have that nothing can stay pure. Everything is bought out in the end. Name tags end up becoming price tags. And i am saying this inspite of working in the ad industry. The reason why blogs have become so powerful in recent times is because the authors did not have to worry about money. Bloggers could say whatever was there in their hearts without worrying about the consequences.

The moment you start seeding the idea that you can make money out of blogs, its going to be a downward slide from there on. It has already begun. I read about 20-30 blogs everyday, and i can see the change. Many bloggers have already started making their blog content look like a disneyland story- piece rather than lend their own independent voice…or just some cut and paste ‘check this out’ stuff. Many of them even make new blogs hoping to catch the eye of particular advertisers.

Its sad that even people like you are encouraging such practices. Its naive to think that the media folks/advertisers are just going to hand out money on a silver platter to the most influential bloggers with no strings attached. Some bloggers might hold their own ground. But many of them will capitulate to the sweet allure of green dough. No guesses needed to know what happens then.

It just feeds the usual stereotype cynicism that people have that nothing can stay pure. Everything is bought out in the end. Name tags end up becoming price tags.

And i am saying this inspite of working in the ad industry.

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