Rothenberg Brings IAB Perspective To Privacy Debate; Google, Verizon Upset Net Neutrality Fruit Basket And Apple Cart; Content Strategy For Audiences

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Rothenberg Unloads On “Spy” Story Creators

In the USA Today, Internet Advertising Bureau (IAB) chief Randall Rothenberg makes it clear that his organization doesn’t support the recent “spy” case introduced by The Wall Street Journal. He writes, “A wild debate is on about websites using ‘tracking tools’ to ‘spy’ on American Internet users. Don’t fall for it. The controversy is led by activists who want to obstruct essential Internet technologies and return the U.S. to a world of limited consumer choice in news, entertainment, products and services.” Read more.

Google, Verizon, Net Neutrality

In what some are calling a special carve out that undermines Net Neutrality and others (Google and Verizon) say is a better way of doing business and enabling the Internet, Google and Verizon announced an agreement which will set up something called “priority content delivery” such as giving Google bits preferred access over Verizon’s Internet pipes – and setting up other, similar deals. Read the op ed on from the companies on Craig Aaron calls this “the takeover of the Internet” on Huffington Post. Read more. TechCrunch looks at the FCC’s reaction. And, Fred Wilson and Brad Burnham of Union Square Ventures call this pact a threat to start-ups. Read it in the NY Times. Editors note: Judging by media reaction to this point, this debate has a lot more interest than the consumer privacy debate.

Audience-based Content Strategy

EVP of Strategy and Corp Dev at News Corp, Jorge Espinel notes the move towards addressing audience in the creation of content, rather than trying to drive or attract an audience to content. He writes,”The following list outlines changes to the content experience that I think we’ll see as a people-centric Web becomes increasingly dominant…” Read it.

What Google Knows

Google gets its turn in the WSJ’s What They Know spanking machine as the publication unearths a “vision statement” from 2008 which it says, “offers a candid, introspective look at Google’s fight to remain at the vanguard of the information economy.” The WSJ adds, “Google is pushing into uncharted privacy territory for the company. Until recently, it refrained from aggressively cashing in on its own data about Internet users, fearing a backlash.” Read more.

Scripps Strong, Maybe Not Digitally

Scripps Networks reported continued ad sales growth in its Q2 2010 earnings and according to David Goetzl of MediaNewsDaily. But, “Even as Scripps touts its success in building online businesses affiliated with its TV brands — notably Food Network — digital dollars were up just 3% to $21 million.” Read more.

Pro Basketball Player As VC

Pro basketball player Steve Nash is taking his hardwood skills to the board room as he joins Mike Duda, Deutsch’s chief strategy officer, in creating a new type of firm that would “meld brand consulting with venture capital.” It’s called Consigliere and has been meeting with potential investors and partners for the past several months. Who would want Steve Nash on their board or investor group? Many. It will be interesting to see if this will start a trend among pro athletes and other celebrity-types looking for new investment vehicles. Read more from peHUB.

BrightRoll Exchange, Magnetic

The newly-launched BrightRoll Exchange (BRX) and data exchange Magnetic announced a partnership which will enable BRX to provide Magnetic’s search retargeting data to its customers. Read the release. Magnetic CEO Josh Shatkin-Margolis tells MediaPost, “Search retargeting helps marketers reach people who are higher in the purchase funnel than search advertising typically does.” Read more.

Fay’s Media Trends

Former Carat agency exec and current Searchandise board member, Sarah Fay looks at media trends and challenges on the Searchandise blog. Fay begins with one trend, “Retail Engagement Marketing – Ask anyone in the sales and marketing division of a manufacturing company about which direction their retail support budgets are moving and the answer tends to be ‘up’. The battle for purchase consideration has moved right to the aisles of the stores, as close to the final product selection as possible.” Read more.

NY Times Metered Model Prediction

On the Scout Analytics blog, Matt Shanahan puts himself to the test and asks, “what the [NY Times earnings] conference call might sound like in July 2011 with a metered model in place. How would the ad and subscription revenue compare?” He finds good news for Times lovers with a dash of Caveat Emptor thrown in for good measure. Read it.

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