Comments on: Rise of the network, fall of the portal http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/ by Jeff Jarvis Mon, 01 Dec 2008 15:54:52 +0000 http://wordpress.org/?v=2.5.1 By: Build the Echo » Blog Archive » links for 2008-05-20 http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375308 Build the Echo » Blog Archive » links for 2008-05-20 Tue, 20 May 2008 17:38:23 +0000 http://www.buzzmachine.com/?p=3621#comment-375308 [...] BuzzMachine » Blog Archive » Rise of the network, fall of the portal (tags: buildtheecho business_models advertising) [...] [...] BuzzMachine » Blog Archive » Rise of the network, fall of the portal (tags: buildtheecho business_models advertising) [...]

]]> By: Finding a kindred spirit out here in No Man’s Land - kinda makes your day. Here’s to you, Mr Wyman… » Out With A Bang http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375286 Finding a kindred spirit out here in No Man’s Land - kinda makes your day. Here’s to you, Mr Wyman… » Out With A Bang Tue, 20 May 2008 09:04:21 +0000 http://www.buzzmachine.com/?p=3621#comment-375286 [...] http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/ [...] [...] http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/ [...]

]]> By: RickWaghorn http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375285 RickWaghorn Tue, 20 May 2008 08:34:38 +0000 http://www.buzzmachine.com/?p=3621#comment-375285 Bob, You're a star. http://outwithabang.rickwaghorn.co.uk/?p=65 Bob,

You’re a star.

http://outwithabang.rickwaghorn.co.uk/?p=65

]]> By: Breaking-up is hard to do? Not anymore, as the Internet launches a new era of news and ad aggregation. « The Future of News http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375280 Breaking-up is hard to do? Not anymore, as the Internet launches a new era of news and ad aggregation. « The Future of News Tue, 20 May 2008 04:39:21 +0000 http://www.buzzmachine.com/?p=3621#comment-375280 [...] to follow and target a growing class of affluent executives who spend their time globally. Jeff Jarvis also senses a culture change among agencies who once viewed ad networks as cheap aftermarkets for [...] [...] to follow and target a growing class of affluent executives who spend their time globally. Jeff Jarvis also senses a culture change among agencies who once viewed ad networks as cheap aftermarkets for [...]

]]> By: Jeff Jarvis http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375273 Jeff Jarvis Mon, 19 May 2008 23:44:15 +0000 http://www.buzzmachine.com/?p=3621#comment-375273 Damn, Bob, I love your comments. Damn, Bob, I love your comments.

]]> By: Bob Wyman http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375272 Bob Wyman Mon, 19 May 2008 22:24:37 +0000 http://www.buzzmachine.com/?p=3621#comment-375272 There is an opportunity here... Networks decide which ads to display by combining knowledge of context (which site) with analysis of the content (what words, etc.). "Portal sales" focus only context. Today, any particular writer's content may appear in many contexts -- with or without authorization. In the old portal based ad economy, the writer would typically be directly compensated only for display in a "home" context. Now, imagine that the ad network could not only analyze the words that appear in the content but also determine authorship. This would give us a situation where content written by someone like Jeff Jarvis could be recognized by the ad network in any context. Appropriate ads would be selected based, in part, on authorship. The result is that Jarvis could be compensated with ad revenue independently of display context. (Note: Many mechanisms for establishing authorship are "obvious to one skilled in the art... They include: Explicit claims, fingerprints, signatures, etc.) The ability to compensate writers no matter in what context their content appears will make it easier to build the "newspapers" of the future that are pure journalism and editing shops. Such shops would produce content for syndication while not relying on their own websites as the sole source of revenue. bob wyman There is an opportunity here…
Networks decide which ads to display by combining knowledge of context (which site) with analysis of the content (what words, etc.). “Portal sales” focus only context.
Today, any particular writer’s content may appear in many contexts — with or without authorization. In the old portal based ad economy, the writer would typically be directly compensated only for display in a “home” context. Now, imagine that the ad network could not only analyze the words that appear in the content but also determine authorship. This would give us a situation where content written by someone like Jeff Jarvis could be recognized by the ad network in any context. Appropriate ads would be selected based, in part, on authorship. The result is that Jarvis could be compensated with ad revenue independently of display context. (Note: Many mechanisms for establishing authorship are “obvious to one skilled in the art… They include: Explicit claims, fingerprints, signatures, etc.)

The ability to compensate writers no matter in what context their content appears will make it easier to build the “newspapers” of the future that are pure journalism and editing shops. Such shops would produce content for syndication while not relying on their own websites as the sole source of revenue.

bob wyman

]]> By: IDG Knowledge Hub : Blogs : The rise of ad networks…Jeff Jarvis commentary http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375262 IDG Knowledge Hub : Blogs : The rise of ad networks…Jeff Jarvis commentary Mon, 19 May 2008 19:13:31 +0000 http://www.buzzmachine.com/?p=3621#comment-375262 [...] Rise of the network, fall of the portal [...] [...] Rise of the network, fall of the portal [...]

]]> By: matthew yorke http://www.buzzmachine.com/2008/05/19/rise-of-the-network-fall-of-the-portal/#comment-375261 matthew yorke Mon, 19 May 2008 19:08:38 +0000 http://www.buzzmachine.com/?p=3621#comment-375261 Interesting points Jeff. No doubt the broad based portals with very high traffic are seeing a softening in price terms etc. As online continues to evolve we have started to move away from TV type numbers to laser like targeting, on sites that serve a category very well, offering deeper levels of engagement etc. Smart media companies ( caveat I work at IDG) like IDG through its IDG Technetwork offering have added in another layer of targeting by creating ad networks of smaller even more niche sites that can complement the core publisher offering and offer greater reach and engagement to highly targeted audiences. I am also a big fan of the Glam Network model. Interesting points Jeff. No doubt the broad based portals with very high traffic are seeing a softening in price terms etc. As online continues to evolve we have started to move away from TV type numbers to laser like targeting, on sites that serve a category very well, offering deeper levels of engagement etc. Smart media companies ( caveat I work at IDG) like IDG through its IDG Technetwork offering have added in another layer of targeting by creating ad networks of smaller even more niche sites that can complement the core publisher offering and offer greater reach and engagement to highly targeted audiences. I am also a big fan of the Glam Network model.

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