Never before has a willingness to comprehend technology--to understand its implications--been so important for everyone working inside advertising. As Advertising Week 2008 parades 1960s ad man character Don Draper onstage, look back: No one other than, perhaps, a producer had to hold technical experience in order to make an ad "happen." All that writers, art directors or account managers were required to have were ideas, and iron stomachs. No more. Today, as Adweek's Brian Morrissey notes, "technology companies and agencies will need to get on the same page." The current problem facing Silicon Valley, as Morrissey puts it, is in creating...
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Ad Age which devoted an unprecedented amount of space to Bob Garfield's piece on monetizing social media. http://adage.com/digital/article?article_id=130969 It had all of Bob's usual rhetorical flourishes and with a little editing could probably have be half the length but he did reinforce a point we try to make to clients: behavioral data is valuable. What people tell you or what their behavior on your site tells you, that's valuable, sellable (is that a word?) stuff. Garfield basically tells Facebook that the way to monetize the site is to deploy a kick-ass predictive engine that scrapes the site and presents non-adlike...
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