“We must not trade our advertising inventory like pork bellies.”
She refers to the commoditization of branded advertising inventory via ad newtorks and algorithms. It was quite inspiring. But folks were not sure whether to clap. I say: Bravo!!!
I respect John Battelle and what he does with Federated a great deal, and there will ALWAYS be a place for custom ad campaigns (conversational marketing as they call it at Federated) that need to be based on human relationships and built for specific sites and audiences, but taking an “anti-algorithm” or “anti-ad exchange” stance when it comes to advertising is not really necessary. The fact that Millard even has to call it out like a battle cry is amusing to me because I don’t believe the algorithms and ad exchanges of the world are killing the premium advertising business. Nor will they ever do so.