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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As the border between physical and digital gets more permeable, a new kind of literacy emerges. And that literacy is built on a foundation of code - whether it's the codes of letters and words, or the code of bits and algorithms.
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I sense that the sea of smart phones lit up at concerts is a temporary phenomenon. The integration of technology, sharing, and social into our physical world, on the other hand, well, that ain't going away.
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In short, Now is Google's attempt at becoming the real time interface to our lives - moving well beyond the siloed confines of 'search' and into the far more ambitious world of 'experience.' As in - every experience one has could well be lit by data delivered through Google Now.
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In a world lit by data, street corners are painted with contextual information, automobiles can navigate autonomously, thermostats respond to patterns of activity, and retail outlets change as rapidly (and individually) as search results from Google.
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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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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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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.
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When you bring the scale and precision of data-driven platforms to the brilliance of great media executions, magic will happen. Delivering on that vision for the Independent Web is the mission of Federated Media Publishing.
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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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Just as like the music industry still wishes for the days when it controlled its own production and distribution, the media and marketing world still yearns for the silver bullet of the thirty-second spot on 'Seinfeld,' even as it knows those days are over.