Attention Content Creators: To Monetize, You Need to “Adify”…..MIT’s Technology Review: MySpace is a “Marketing Madhouse”

By on 11/14/2006 8:06 PM @

Larry Braitman, who created a hugely innovative advertising platform in the last boom called Flycast, has just launched a new company, an advertising management solution for content developers of various sizes. It’s called Adify and it’s sort of a "store front" solution that provides the tools to publishers to manage the many aspects of advertising. The company charges 20 percent of advertising revenue managed through the system. This could be a great solution for vloggers and blogger who want to manage their advertising but don’t want to give away as much as 50 percent of their revenue.

Adify presented at Web 2.0 last week in San Francisco. Here’s a story from ZDNet which reports that the presenter (presumably Larry) said that Adify would be like "one thousand John Battelles" – a reference to John’s quickly growing advertising network for bloggers called Federated Media.  John, of course, was a co-host of the conference and presumably was flattered!

Federated Media, Adify and others are making it possible for content developers to monetize their content through these new sorts of advertising networks or "malls."  Robert Scoble blogged about the new "content malls" or networks and the new opportunities for individual publishers. Check out the comments that followed his post.

Reeling in the Years: Check out this ancient report from 1999 about Flycast’s IPO.  Oh, the good old days!  Larry, it’s so awesome you’re back in the game.

MUST READ — The Big Issue Looming Over MySpace is Tasteless Commercialization, writes Wade Roush in the December issue of Technology Review, which just went online today. Wade takes a tough look at the direction of MySpace. He says that the issue of sexual predators has been managed and is overblown.  What he sees is an out of control "marketing madhouse."  He writes:

But MySpace’s venture into consumer marketing has gone far beyond traditional advertising. The site has given members the technological tools to "express themselves" by turning their own profiles into multi­media billboards for bands, movies, celebrities, and products. Think MTV plus user photos, bulletin boards, and instant messaging.

Editors’s Note: I took down my earlier link to the Michael Arrington post about downloading files from YouTube. He took down his original story.  To find out what’s up with this, visit TechCrunch.

Andy Plesser

, , , ,

Recent Videos
image
OVP ‘Stream Monkey’ Touts Analytics Offering and 4K Streaming

Orlando based-Online video platform Stream Monkey is expanding by offering services to media companies, non-profits and enterprises.  One of its key value propositions is its deep analytics around viewers, says Jason Fuhlbruck, in this interview with Beet.TV.   The analytics suite is powered by Akamai, he ...

image
Technology Informs Cannes’ ‘Creative Nexus': UM’s Cohen

Do technology and creativity mix? They do if you are attending this year’s Cannes Lions International Festival of Creativity. “Cannes has evolved over the last couple of years to be this nexus of creativity,” Universal McCann chief investment officer David Cohen tells Beet.TV in this video ...

image
Mobile Video Advertising is Priced at 50% Discount, MMA’s Stuart

Mobile video advertising is pricing at half of what it should be says Greg Stuart, CEO of the Mobile Marketing Association, in this interview with Beet.TV.  He cites data from a just completed two year, $2 million research study undertaken by the MMA with several big brands.   Unlike other forms of ...

image
Mixpo’s Tillinghast Sees Big Upside to Interactive Video as Display Banners

Mixpo, the Seattle-based company that creates custom, interactive elements for pre-roll ads for big brands and publishers, sees much bigger opportunities for interactivity in video ads that appear as banners, says Charlie Tillinghast, former President & CEO of MSNBC.com, who became CEO of Mixpo earlier ...

image
comScore Readies Measurement Tool for Connected TV’s

Responding to a dramatic increase in video consumption on connected TV’s, comScore is readying a measurement tool to tabulate views on the devices and will roll it out this year in the U.S., says Serge Matta, CEO in this video interview with Beet.TV.   He says that comScore is already measuring OTT ...

image
Tim Armstrong’s Goal of “Open” AdTech Dominance: “Open is the New Black,”...

In a  keynote address to some 500 leaders of the adtech industry gathered in New York by the investment bank boutique LUMA partners, AOL CEO Tim Armstrong shared an expansive  view on the sale of AOL to Verizon and the future of AOL.   He spoke about the future of an open, interoperarable tech stack ...

Jon Steinberg, DailyMail
DailyMail’s Steinberg: The Threat to News is the Media Agencies

It’s not porn, it’s not file sharing, yet many media agencies equate news with these unsavory categories – and they are keeping their distance and limiting ad spend. The threat to news is not the lack of journalists, it’s the way news is seen by advertisers, primarily by the ...

image
David Bell: “There Will be Roadkill in the Lumascape”

At the upcoming Cannes Lions Festival in France next month, a vast numbers adtech companies will be vying for attention but there will be an inevitable winnowing.   Consolidation will continues with the growth of larger, open platform technology companies.  “There will be roadkill in the ...

image
Being a Change Agent = Reading Trends, Simulmedia’s Dave Morgan Says

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad ...

image
China’s Search Giant Baidu in Strategic Alliance with Taboola

Baidu, China’s largest search engine, has entered into a strategic investment with content recommendation company Taboola, the companies announced today.   Terms of the agreement were not disclosed. The deal gives Taboola a giant foothold in the Chinese market which does not widely use content ...

image
Video Ad Trust Is A Mess: Coull CEO Watkins

Through initiatives like the Media Ratings Council defining what truly constitutes a “viewable” ad, the industry has come a long way to eradicating fraudulent practices. But the spectrum of viewable ad-measuring platforms spawned by the search for accuracy means video ad sales are still in a ...

image
Xaxis Deal ‘Critical’ To AppNexus’ Future: CEO O’Kelley

Last year’s deal in which WPP’s Xaxis programmatic unit divested its ad-serving technology to ad tech outfit AppNexus was forged in the snowy hills of the Swiss Alps. “For five years, we had a good relationship,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview. ...

loader