ChasNote

Robert Moskowitz explores that topic in his recent piece for iMedia Connection. He interviewed me for the article, and I gave him my take: It’s a ridiculous notion. The hoopla over ESPN and others firing their ad networks is a symptom of our youth as an industry; publishers and ad networks will coexist happily as they do a better job of defining the different roles they each play.

“‘The industry is not that old,’ says Chas Edwards, publisher and CRO of Federated Media. ‘As an industry, we’ve only taken a couple of runs at what online advertising can look like. We’ve been focused on the click. But now you have significant budgets and marketing experts who think differently than just the direct response metric. We’re still in the early stages of imagining what brand advertising on the internet looks like and how we can measure success against that. So I don’t think we’ve yet seen a lot of interesting brand executions online, but we’re beginning to.’”