Sponsoring Content, Context Are Not the Same

My monthly column, now up on ADOTAS

Sometimes you experience a new product online, and the penny drops on a whole new understanding of how media is changing. I recently had just such an experience, and you should have it too.

The product is called “Feedly,” and it’s available right here for that shiny new Firefox 3 browser you just downloaded.

Feedly rather humbly bills itself as an “attempt … to create a more social and magazine-like start page.” It’s a browser plug-in that delivers the Web 2.0 version of what we used to call a “portal” back in the day, the home page that kicks off your journey through cyberspace each time you start your browser. There are more than a few of these things out in the world already, most of which leverage Real Simple Syndication (RSS) technology to compile content from disparate sources on the Web into a single interface. There are great introductions to RSS already, so I’ll skip that to focus on what it all means for the advertising business.

What it means, gentle reader, is that the space where the vast majority of promotional spending is nestled cozily right now is starting to disappear like arctic coastline. Don’t see it? Skeptical? Let me explain… MORE

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