John Battelle's Search Blog Marketers Have Given Up on Context, And Our National Discourse Is Suffering

We have abdicated our responsibility for curating what is worthy of a fellow human’s attention to A.I. which, in turn, is optimizing only for immediate engagement and advertising margin

Thanks to new approaches which fuse at-scale ad targeting with high-quality editorial product, you can step into this renewed role without sacrificing the reach, precision, and targeting afforded by the likes of Facebook, Google, Twitter, and their kin.

These platforms have traditionally been built towards, let’s call it, “web two metrics.” Remember back in the web two days, we would talk about engagement, and we assumed that more clicks, more playback, more discussion was all positive. If those went up and to the right, our business model worked, and it meant people were happy. I think that it’s ... See more