Sublime

Audience buying is cloaked in opacity – the major platforms are deeply invested in making sure no one truly understands how attention is priced. That means a media company buying audience on Facebook or Google will always be at an informational disadvantage – exposing them to a new kind of arbitrage, one executed by the platform’s own algorithms an... See more

Over the past ten years, media companies have responded to their loss of audience by creating “viral” editorial that performs well inside the platform’s engagement-at-all-costs ecosystem. Predictably, however, quality editorial – the context journalists create for a living – rarely qualifies as viral.

There are three reasons why success-based advertising wins the day on the internet: -Customers want it: Advertisers can quickly see if their programs work and easily predict margins using COGS + “bounty fee” model-Solves excess inventory problems: The best way to reduce inventory is through direct-selling, success-based advertising (think 1-800 ads... See more

Everything that Google has done to make people stay on the page and make results more accessible has resulted in a set of editorial decisions that mean we’re no longer getting straight search results that take us away from the page, but are in some kind of Upside Down Google Funhouse Internet where the content is brought directly to us, and the int... See more