Real-time blogging going on here… 

Jeff Jarvis, President & Creative Director,

Dick Costolo, CEO, Feedburner

Matt Cutts, Software Engineer, Google

Chas Edwards, Vice President, Sales & Market Development, Federated Media Publishing

Brian McAndrews, President and CEO, aQuantive

Mark Pincus, Founder,

Time: 11:15am – 12:30pm

powerpoint about Distributed advertising

Intro by Jeff, then all the panelists introduced themselves. 

“Ads can be a service” (Mark Cutts, Google)

A media person: Online space –> metrics coming along nicely; other media
spaces like what they see –> expectation of same metrics as online for other
forms of media. Metrics is getting much more sophisticated.

–> engagement: not eyeballs; how *deep* or how related or how interested was
consumer/user in an ad; how to measure engagement (for tv 2.0, video 2.0 etc)

Brian: experiment; easy to do in small pieces; targeted; branded
advertisement big online now

Chas: tech issues can be solved relatively easy; hard qst is getting
marketers comfortable; look at blogs that are doing things in media business,
online, really well; higher loyalty than on tv etc; find publications that have
tremendous audience affinities (turns out they’re blogs)

Mark: CPA; b2b marketer can get to highly sophisticated, targeted markets
now; whether its Google Adsense on an open one, marketers should be able to
identify key blogs etc

Matt: experimentation is key; variety (of ads, how they’re presented) makes a
difference; allowing experimentation from publishers (e.g. bidding on adwords)

Mark: qst to Matt –> when will google open up the ad network (experiment)

Matt: it’s definitely a priority; talks about resourcing; “freedom to

Jeff: serving up 4 times as much RSS as html; how to get money out of rss?

Dick: “we think we’re fixing that”; circulation; rss as
differentiated from the site –> rss feed users express explicit interest in
the content site. eg a Mac site gets a very effective CPM on site, but in feed a
very low CPM –> what will work for that audience is an ad for a Mac expo.

Jeff: all about relevance

Fred Wilson: reed’s law (prof at MIT) –> each node becomes/forms its own

Dick –> feeds into sell-side advertising a little bit. in a CPA world;
other publishers can take that ad and use it. eg original advertiser gets a cut
3-4 rungs down the chain.

Ross Mayfield: cost per influence; social incentives for advertising are
fucked up. “buyers will love this crap.”

Jeff: publisher can take over the creative (eg Dell stuff he blogged about)

Audience qst: u can’t let users create a brand (skeptical of value)

Jeff: brand is the trust.

Brian: buy-side data is very powerful info –> publisher doesn’t have that

Jeff: why not open source that?

Brian: in CPM world, he’s not going to let publishers know what kind of value
it’s being created… takes a crack at Apple market share as opposed to dell.

qst: user be more participatory; predictive analysis; how to give users an

Jeff et all: trust, transparency

Dick: advertising networks have to provide more value to publishers; eg
aggregate stats that are valuable for everyone

Fred: privacy; real world thinks its creepy

Matt (google): opt-in eg to personalized search; different experimentation
and networks (not just google); competition important (but he takes a swipe at
Yahoo ads). If someone comes along and makes a better product than google
adsense, that makes a better world. talks about and trying new
solutions [experimentation is a big word in this workshop]

Brian: re relevance, onus on industry to educate people; next phase is brand
phase and that’s going to be more difficult.

Dick: re relevancy, it’s hadr to separate out nefarious uses of such a
technology; long time before it’s introduced into rss (whether they want to hand
over their ‘attention’); eg amazon treasure box –> very scary thing for most
people (how’d they know it was me); opting in.

Matt: adsense criticals: 1) network effect; 2) relevancy; 3) target the
interest, not the user. value in serendipity. control to user (eg amazon opt out
of interests)

qst: how to serve up ads that user doesn’t know they’re interested in?

Matt: networks; ton of room left for experimenting; lot of niches waiting to
be explored

Brian: work to find better ways to measure brand.

qst: rich media ads

Dick: ads as content. eg podcast from digital photography company. eg bmw
film stuff was first gen of that.

Lots of talk about video, tv, product placements.

qst: sponsorships around content vs advertising

Matt: eg lifehacker has a lot of commonality; disclosure really important
(money is involved here, etc). lifehacker a good eg.

That’s about it for this post. Will do other workshops and stuff over the
next few days. Also have written notes to type and publish when I get time.

richard macmanus