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Why we fightPAUL FORD
Or; Two decades of weird media/tech battles
PageFastly Living through the history glut with style 2
Paternal aphorisms
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Frank Ford’s wisdom
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• “A program is like a poem.”
• “A man should have a vocation and an avocation.”*
• “Laughing ends up in crying.”
* (Actually Andrew Peabody at Harvard in the early 1800s)
“Baked” vs. “Fried”
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Baked
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July 2000, from Ian Kellan, then of Salon.com:
“Baking”
This is the publish time commitment of data to a file (or a more efficient cache, if you have one). Editorial narrative, headlines, datelines and other pieces of editorial/business data that doesn't change can and should be pre-calculated in advance.
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Baked or fried?
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"Frying”
This is the request time processing of data for the final presentation. Stylesheet assignment, session start/finish accounting, ad placements and other things that actually may change on a per request basis are handled by the HTTP delivery engine.
Why is everyone fighting?
Blogging vs. Journalism
Content vs. Community
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Free vs. Paywall
Publishers vs. Ad Networks
©LUMAPartnersLLC2017
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
ExchangesDSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAYLUMAscape
MARKETER
PUBLISHER
PEOPLE
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
©LUMAPartnersLLC2017
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
ExchangesDSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAYLUMAscape
MARKETER
PUBLISHER
PEOPLE
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
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Wordpress
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Drupal
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Joomla
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Blockbuster vs. Long Tail
$
News vs. Archives
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400 years!
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~1605: Relation aller Fürnemmen und gedenckwürdigen Historien (Account of all distinguished and commemorable news)
~2005: Online archives become feasible. New Yorker, Harper’s, Playboy, Times Machine.
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News always cachesDEFINITION
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Archive fun facts!
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A woman named Marion Stokes recorded 140,000 VHS tapes of local and national news from 1977 to her death in 2012.
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Archive fun facts!
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Mozart has 796,628 followers on Spotify (and Spotify has 50 million paying users).
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Archive fun facts!
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DP.LA (the digital public library of America) has 15,499,687 items from all over.
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Archive fun facts!
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Archive.org has 11,529,270 books, 3.2 million videos, roughly the same amount of audio. Also: 284 billion web pages.
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In total…
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Billions of scanned pages, millions of hours of recorded media.
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Who has monetized the past?
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Ancestry—because humans want to know about our own families and how we came to be
Spotify—because people like to listen to music from different time periods, and music is relatively timelines.
Kindle—because books were already nice discrete units and hold up pretty well over time.
Bloomberg—even though past performance doesn’t predict future results
…Everything vs. Social
Documents vs. Apps Editorial vs. Experience
vs.
vs.
vs.
New York vs. San Francisco
The big question:
how does your writing influence your coding?
How does your coding influence your writing?
Creative interpretation vs.
Creative automation
Workflowvs.
Databases
News vs. Fake News
Machine learning
DSPs
Really long schedules
Big data
Surprising discoveries
Everything very expensiveVenture Capital
Recurring schedules
Unicorns
Everythinga feed
Liquidity events
Incremental audience growth
Consumer marketing
Great distribution
Too many interns
Going not-for-profit?
An audience is an audience!
High-value viewers
Long hours!
Never stop workingEditors
CEOs
Breaking news
Getting fired
Cashing out
Consumer analytics platform
Long-form vertical
Rich 30-year-olds
Home page editors
Descent into punditry
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Machine learning blah blah blah blah
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There should be some bullets here about the future
Maybe a picture of someone in a VR helmet
Or something about augmented reality
Bring back all the stuff about archives from before and explain how there is some opportunity here to get ahead of the curve and start thinking about the kind of data-informed experiences that people are going to want as augmented reality finds its way into more things and become more profitable.
blah blah blah blah blah blah word vectors tensor flow self-driving cars blah blah blah blah media experiences blah blah blah blah data mining augmented reality archives blah blah blah blah archives as big data creating new experiences blah blah blah blah automatically-generated media experiences blah blah blah blah virtual reality blah blah blah blah blah blah blah blah blah blah word vectors tensor flow self-driving cars blah blah blah blah media experiences blah blah blah blah data mining archives blah blah blah blah archives as big data creating
Vocation vs. Avocation
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Stop fighting
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There will always be these tensions.
We’ll be okay as long as no one wins.
