John Battelle hits the nail right on the head with this treatise on brands, ad networks and the future of media. The point is that you can’t and shouldn’t try to beat Google at the ad network business.
It’s not that you can’t acquire the scale or even the technology of Mountain View, it’s that even if you did you aren’t answering the really important question, “how is this helping your client’s brand?”
Though I’m still up in the air about the whole “conversation” thing, I think the core points that John makes are spot on.
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