John Battelle
John Battelle
John Linwood Battelleis an entrepreneur, author and journalist. Best known for his work creating media properties, Battelle helped launch Wired in the 1990s and launched The Industry Standard during the dot-com boom. In 2005, he founded the online advertising network Federated Media Publishing. In January 2014, Battelle sold Federated Media Publishing's direct sales business to LIN Media and relaunched the company's programmatic advertising business from Lijit Networks to sovrn Holdings...
NationalityAmerican
ProfessionBusinessman
Date of Birth4 November 1965
CountryUnited States of America
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I think Facebook is an extraordinarily important part of the Internet ecosystem, and having a robust presence there is a critical part of any brand (or company's) strategy.
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I've always liked the fact that anyone with a great idea, access to the Internet, and an unrelenting will can spark a world-beating company simply by standing up code on the Internet and/or leveraging the information and relationship network that is the web. That's how Facebook started, after all.
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It seems everyone is converging on a simple set of facts: Our lives are digital, and we wish to share our lives. Pinterest came at it through images, artfully curated. Facebook came at it through friends, cunningly organized. Dropbox came to it via files, cleverly clouded.
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I have done a pretty good job of partitioning my life digitally, posting utterances and stories that I'm happy to share with anyone on Twitter, leaving a few sparse comments and 'Likes' on Facebook (I'm not a huge user of the service, I'll be honest), and sending any number of photos to thousands of 'followers' on Instagram and Tumblr.
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When you use Facebook, you're always logged in, and your identity and relationships - to others, to content, to apps and services - are assets Facebook can use to customize your experience (oh, and your ads).
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You happily give Facebook terabytes of structured data about yourself, content with the implicit tradeoff that Facebook is going to give you a social service that makes your life better.
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Anytime Facebook wants to change how it might use all that data about you, in any way, across any service it has within the Facebook ecosystem, all it has to do is change one privacy policy, tell you about it, and that's that.
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The beauty of the innovation that flows from the open web is that no one has to ask for permission, get a credential, or win a Disrupt or Launch award to go prove their idea is worthy. They just... put up a page on the web, iterate, iterate, iterate... and eventually, a Facebook emerges.
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I think ad networks is an ongoing story. Federated was a chapter in that story, and it continues to write a new one.
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Just like the VCR opened the film and TV industries to unimaginable new revenue streams, search, RSS and the Internet will do the same for marketers and media companies.
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Step one of Street View was to get the pictures in place - in a few short years, we've gotten used to the idea that nearly any place on earth can now be visited as a set of images on Google.
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Long walks force a certain meditative awareness. You're not moving so fast that you miss the world's details passing by - in fact, you can stop to inspect something that might catch your eye.
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I think product development is intricately tied to revenue. And, I worry that if he does not directly control it, his ability to move the business where he needs it to go will suffer.
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The experience that a publication creates for its audience is the very essence of that publication's brand - and without deep engagement, that publication's brand will be weak. A good publication is a convener and an arbiter - it expresses a core narrative that becomes a badge of sorts for its readership.