Optimize & Prophesize

Category: Branding

  • The New Google Era

    Something has been happening on the Google SERPs (Search Engine Result Pages). It is the very thing that the FTC just closed the case on. It is the delivery on the promise that Larry and Sergey made from the beginning. That Google would organize the world’s information and make it universally accessible. The keywords (pun…

  • End of the CPM Experiment

    The flag bearer of display advertising was always Yahoo. Their massive sales force stoked 15 years of equity into “the web banner.” Yahoo arguably had the greatest hand in providing the economic foundation for the entire web for many of its formative years.  That is why nothing better symbolizes the collapse of that foundation better…

  • Taste Graphs and the Future of User Controlled Media

    My friend Andy Weissman posted some really interesting ideas last week on the future of branded media that got me thinking. “we are moving to a world where almost everything is available, basically on demand. The problem for users in this environment is no longer "what CAN I watch" (or read or listen to). Instead,…

  • Talkin’ 2011 Publisher Revenue Blues

    "Well, I finally started thinkin' straightWhen I run outta things to investigate." -Bob Dylan It’s been a while since I’ve posted here at Optimize and Prophesize and even longer since I posted regularly. As has been the tradition here  in all but my first year blogging in 2006, I provide a yearly recap of my…

  • Optimize and Prophesize 2010 Highlights

    2010 was my fifth year of blogging and my second year on Twitter. My number of blog posts have continued to trend down the past few years, though my posts these days tend to be more thought out and longer – so hopefully the quality has gone up. I looked back on my blog posts…

  • Introducing the NML – The National Marketing League*

    Wouldn’t it be great if there were a professional marketing league? It could literally be the best media property in the world, NFL be damned. I know I would follow it very closely and even place a wager or two. Owners would form teams of digital marketers across different verticals. Team members could include marketers…

  • The Web is Not an Ad Supported Medium

    The web is the greatest marketing channel ever created but there is incredible irony in that. It was not created as a marketing channel. In fact, understanding that fact and even leveraging it is one of the best strategies you can undertake in online marketing. Seth Godin said it best two years ago and I’ve…

  • Online Advertising is Not an Intent Generation Channel

    Chris Dixon posted yesterday about Facebook and the ad channel they are trying to create with the Like buttons. He thinks they are building for top of the funnel Brand advertisers. The day of the big FB “Like” announcement I tweeted that Facebook was going to use these buttons to go head-to-head with Google on direct-advertising. It…

  • Display Advertising’s New Wave

    This week I was supposed to be in Amsterdam giving a presentation at Sanoma Uitegevers MediaParade event. As luck would have it a volcano erupted and forced me to cancel the trip. Below is the presentation I was really excited to give. It’s 45 minute talk, history lesson, state of the union and crystal ball…

  • The Market Value of Supply Side Data

    AdExchanger had a nice post from TRAFFIQ’s Scott Portugal about publishers using a Value-per-Customer metric for site visitors. As longtime readers know, I’ve been advocating publishers take this approach and measure site performance on revenue per visitor for years – most recently here. I especially liked this part of Scott’s post: “users interaction with a site…

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