idio Platform

Over the last few years, I have been watching the discussion, desperation, and corporate posturing around paid content closely, and this coupled with being part of the development community on Google’s next big move, has left me in no doubt as to the future of content delivery. Short version: Publishers no longer control digital distribution. [...]

Its a sad story, but one we must learn from. Businessweek was founded in 1929, and by the 1990′s was seeing a circulation of more than 1 million people. It used to carry more advertising pages than any other US magazine (up to 6000 pages in 2000), and was a profitable, valuable, and well-regarded publishing [...]

The decline of print media has been explored endlessly. Everyone is agreed that the traditional business model is broken. And most people agree that there is no silver bullet which will solve the problems facing publishers in this new environment.

Standard display advertising generally does not work well. It provides the majority of revenue for most of the top-100 sites, but doesn’t serve advertisers, publisers, or consumers particularly effectively. From an advertiser perspective, interaction rates are generally very low, partially because of irrelevant positioning and poor creative, but mainly because standard formats separate off advertising into boxes [...]