From John Battelle’s Searchblog:
Advertisers just want results. Going forward, they’ll be happy to open up their advertisements to distribute them to any publisher who wants them, so long as the publisher delivers to the right audience under the right environmental controls and is willing to be paid on a performance-only basis. This clearly takes PPC advertising to the next level and changes the tradition media selling equation.
This is what he’s calling ’sell-side’ advertising. Increasingly, power is in the hands of the smaller web publishers who offer advertisers access to micro-communities of fanatically brand-loyal, often affluent and highly educated consumers who are highly motivated and willing to spend but only respond to advertising when it’s in the right context.
It’s interesting to see this trend in action with Backbeat Media. They’re one part ad servers, one part brokers and one part fanboys. Right in the middle where the brand meets consumers and marketing is either effective or tuned out as so much noise.
Things are changing. Finally, the mice are wagging the long tail.
Technorati tags: {Marketing, Web Advertising}
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