In March, Mediapost published my commentary on Private Gardens, essentially a call to action for publishers to build their own walled gardens and take control of their destiny in the new reality facing the digital publishing industry. There is increasing realization among publishers that they need to be much more cautious in their relationships with – and dependence upon – walled gardens. Tine to think about scale differently and to find the opportunities to leverage loyal audiences for more stable growth and long term security. #redpill
I recently wrote an opinion piece for The Drum that was inspired by the Chrome Browser ad filter roll out. While I’ve long been an advocate of better ads and better users experience, I’m skeptical of allowing Google too much power in publishers’ decision making. Yes, crappy ads are crap. Too many ads on the page makes for terrible UX. Crappy UX means crappy context for brands. Boo. Check out a less crappy version of my thoughts here.
Here’s a good Q&A with Adam Singolda, CEO of Taboola (my employer) on content marketing within walled gardens and (more importantly) across the open web. “..Consumers spend 20% of their time consuming content, which means that the opportunity for content discovery is broad and varied. So marketers need to spread the net, so to speak, and make the effort to be where their target customers are.”