My own 'thoughts' on what one of the greatest philosophers of all time (in Plato) was generally (& that I feel was so obviously) speaking of, have been expressed here before today; tinyurl.com/3po4o6k
Whilst John Battelle feels Plato is referring to Facebook, I'd cast a wider net (via my own look @ the 'social networking' phenomenon), and go as far to say that it's "The Internet" (itself), that has now helped to speed up a process that I must agree with, is- The Dumbing Down of America. [In fact ...THE WORLD]
John Battelle explains, that Plato (about 429 BC), had said:
"For this invention will produce forgetfulness in the minds of those who learn to use it, because they will not practice their memory. - Their trust in writing produced by external characters - - -which are no part of themselves, will discourage the use of their own memory within them. - - You have invented an elixir not of memory, but of reminding; and you offer your pupils the appearance of wisdom, not true wisdom."
With the internet (and generally speaking), people have now stopped 'thinking for themselves' and would much prefer to accept any answer provided to them, from the results of a Google search (or, other SE) on a topic. - - Some may choose to just look up wikipedia. But whose 'spin' are they reading? Is it considered reliable? Is it not just an extension of the world of print media that the web is almost leaving behind? - Who wrote the article or, entry? Is there an inherent bias?
People are not even reading, I believe - They 'skim' a report or, simply accept - all that is written within a report. And if it is not from MSM - mainstream media (who, for such a long time, have 'conditioned' us to think), it can't be credible.
Take an 'innocent' Tweet from Twitter that says:
[Brandscreen technology powers VivaKi trading desk for real-time display buys-great item by VivaKi MD, Ros Allison http://bit.ly/emiYWJ]
It was a good 'story', but just who is Brandscreen to get to power an agency (in this instance), the size of Vivaki, is what I wondered? - I then delved a little further to find in another report, that (here in OZ), VivaKi (Publicis), PHD (Omnicom Media Group) and Ikon are the first three agencies said to be using the Brandscreen DSP’s trading tools for both our local & global campaigns.
[August 10th - We then had the (Vivaki) 'Mac attack' on Zach? No? seekingalpha.com/user/36191/instablog/se...]
[Ikon: Added 05/21/2011 - Re: LOOK - Re: LOOK ]
< Brandscreen’s DSP will allow them to bid and optimize across several exchanges in real time as well as managing the buy and creative placement, executing the trades and clearing the funds.>
< "The rise of programmatic trading will drive enormous efficiencies into both the sell and the buy sides.” as a result of "Brandscreen operating its own bidding infratructure in several global data centers, including the Asia Pacific region." >
WOW!! Its own bidding infrastructure?
From Brandscreen's website we are then told, that:
Connect - www.brandscreen.com/Connect.aspx "Brandscreen is the only DSP in the Asia-Pacific region to have purpose-built its own infrastructure to fulfil the needs of agencies - - - in Australia, China, Japan, Korea, India, Singapore and Hong Kong".
The Brandscreen platform sees & values literally billions of impressions every day, in real time. How do you select and target the individual users with the greatest potential impact on your ROI? How do you optimize your campaign towards delivery of specific CPC and CPA targets? -
< 1. Use Brandscreen as a fully featured end-to-end display ad platform; the platform includes a fully-featured ad server, creative library and reporting & analytics suite.
2. Use Brandscreen to buy media, but serve the ads with your existing agency ad server; Brandscreen is integrated with major ad servers including DoubleClick, OpenX, Atlas, Facilitate, MediaMind and MediaPlex. >
Pretty damn good, eh?
Yet, on it's website we are told:
"Brandscreen is a platform technology provider, not an ad network and that most Brandscreen platform solutions are white-labelled."
Perhaps Brandscreen (and, as a technology platform provider), are themselves simply an 'on-seller' and technology advice type service & then, are simply representing a global marketplace that's building very quickly?
And what remains unanswered (I feel - up until now), are a number of questions raised in the 1 comment(s) .. to the adexchanger PR...
Q-? How do you expect to gain traction with the SSP offering in such a crowded market?
Do you see any conflict of interest problems in operating both a DSP and an SSP? - - How do you simultaneously optimize one for maximum CPM and one for minimum CPM? - I would think that could distort the value of your SSP vs RTB inventory due to the different fees for each and influence competition based on how it affects bidding patterns and ecpms.
Additionally, if you're providing a DSP service and you're own SSP, will your DSP connect to other sources of inventory beyond the exchanges- meaning your SSP competitors. - Currently much of the high-quality inventory for RTB is coming from the existing SSPs- Pubmatic, AdMeld, etc. Will your DSP integrate directly with your competitors? If not, how will you achieve scale or compete with other DSPs?
The very same questions could apply to Google (and they did acquire Invite Media to over-come this problem - Microsoft now have AppNexus & Yahoo remains undisclosed some-what), so just who independently "manages" all OPEN (&, inter-exchange) marketplace relationships, is what I would be next asking? - Because there's a definite need then, for "neutral" separation, no?
[July 20th - Re; Yahoo! - tinyurl.com/5uer6wk ]
As far back as 04/18/2007 - Looksmart had talked of a solution for (so called), remnant inventory. - - [LookSmart Announces a Solution for Publishers' Unsold Ad Inventory ...]
But who has got this far with this instapost? - I suspect very few. Many may be back @ Facebook or, Twitter, where it's much easier reading as few as 25 words. - Plato was 100% correct, is my reckoning.
My thoughts and comment are just that.. Like Plato, just an opinion.
LOOK: Apr 21: $1.89 0.01 (-0.53%)
ps; From adexchanger.com (a good read): Yahoo! vp of product development, Bobby Figueroa ..."The display advertising industry has been awaiting its creative revolution for years -- and this year, it's finally on the verge of breaking through." Read "2011: The Year Of Display Advertising."
And: Publishers Buy With DSPs - Read more.
SEMPO Study--US Search Spending Nears $20 Billion
pps; 25th August: Ikon claims to be 100% transparent in online trading http://www.adnews.com.au/adnews/ikon-to-be-100-transparent-in-online-trading
Disclosure: Long LOOK and happy to be so...