Meta-for-a
         Metadata for
            anything,
   starting from advertising
      A journey from Advertising Netwo...
About me ( in italian )
                                             on dagoneye.it




               http://www.dagoneye...
it’s a similar box,
       isn’t it?
let’s open it!
Episode 1
• What is it Metafora AD Network
• A Journey from advertising to a VRM
  context of advertising
• It’s all aroun...
what is it Metafora AD
      Network?
Metafora AD Network
was born in Italy on December 2006,
      based on the model of
   The Deck AD Network




  http://de...
why?
        at the end of 2006
poor quality of banners,
   as creativity and            a minimal banner
   vendor messag...
who are we?
   blogs and webzines that
  want to talk with Vendors
   using their own visibility
      ( PageRank >= 5 )
 ...
what we do
    a Vendor wants to promote his message on our
1   sites: we vote the message and think about our
    endorse...
a banner with some data about
           its context,
  and a bit more transparency
           about itself
             w...
brand
    reputation
                                 the value is in how
                                the advertiser r...
An exclusive intermediate between 30
           websites ( blogs and webzine ) and the
                           Market

...
what is it the Vendor’s
               value?
a collective feedback that is not this endorsement has an initial
       und...
no tracking cookies, no
 profilation unless http
     headers data



       small footprint...
we don’t believe it’s a
value being a captivate
customer
from Advertising to a
 VRM point of view of
the relationship with a
        Vendor
what is an AD
 Network?
    CHANNEL
    + RELEVANCE ( context and
    audience ) +
    CREATIVE AND USEFUL
    MESSAGE ( r...
AD Network is useful for a
broadcast message of a Vendor,
    under his own control

                      site1
Vendor Me...
if the Vendor thinks a channel
has a value, he wants to invest
              on it

                        site1
Vendor M...
typically an AD Network profiles
  users and sell to others these
     informations and data as
          indirect revenue
...
we tried to make a
   more balanced
conversation with the
       Vendor
                                   site1
Vendor Me...
without making
another social network:
 we are using the open
  web as our network
and without profiling users: we
  believe in human being and
          trasparency
so we are using the
advertising model with
a VRM point of view, or
    a bit like this...
here we are
                 voting the Vendor is a way to take
                         some control on it

             ...
putting the Vendor
under our collective
 vote, is a shift in the
relationship with him
a shift that it’s not so
         simple to accept
http://blogs.law.harvard.edu/vrm/2009/04/12/vrm-and-the-
              ...
it’s not about the what of a
    product, it’s about the WHY,
   the intentions about a product




http://www.nxtbook.com...
and we give memory
and findability to these
       WHY



http://www.metafora.it/docs/campagne.html
         made with SIMI...
http://www.metafora.it/docs/campagne.html
          made with SIMILE Exhibit,
 a MIT framework to publish open data stuff
...
to trust a Vendor we
want a documented story
of some past experiences
         from the
Customer side, not under
     Vend...
it helps the creation of
    a common about
 customer experiences
   in the open web...
ready to use from VRM
          to...
let’s thinking about it




http://blogs.law.harvard.edu/vrm/2009/11/15/intention-economy-traction/
and on it




http://thebankwatch.com/2007/11/10/are-ad-networks-really-the-endgame/
making it on our spare time, but we
                have the same problems




http://thebankwatch.com/2009/06/26/on-vrm-f...
so we make some conversations and a first
         step in a management of
    our relationships with the vendors,
  thanks...
we are a sort of 4th party, but in Italy
   it was earlier and it’s not so clear
            this kind of service




it w...
note that platforms are on the Vendor
 side traditionally: who pays for the
         Customer freedom?




      http://ww...
it’s all about platform
and the control of the
     Customer side
why the Vendor pays
  something on
     Metafora?
        our time to make something
 original and useful about our relati...
our sites are our
    platform
Metafora doesn’t work
        in this form
1. time ( a lot of stuff made in our spare time )
2. not right tools to support...
because advertising
  works on this
   assumption
          for it we are an eyeball




    but are we?
and advertising is looking for
                  something different




http://www.comradity.com/comradity/2010/05/advert...
It’s all around social objects, thanks to metadata
we want to talk about social object,
 not about the brand, and about
        our stories about
           this object,
   ...
wait... a Social
                                            Object?




http://gapingvoid.com/2007/12/31/social-objects-f...
Social Object isn’t only about a shared
           interest, is about a real story




http://confusedofcalcutta.com/2010/...
there are global trends to make
the social objects more explicit




http://www.chiefmartec.com/2010/06/3-nimble-
 trends-...
The concept of "the web site" is becoming less
important than the underlying content and its
social propagation.




 Stru...
thinking about
Facebook and the
Open Graph stuff...
http://www.facebook.com/matteobrunati


                   https://graph.facebook.com/me/likes


                         ...
our intentions are
explicit and expressed
 in a structured way,
 thanks to Metadata
Metadata is the new authority
                   David Weinberger




http://www.slideshare.net/venicesessions/venice-sess...
Metadata and social
objects are technically,
the cornerstone of the
    Semantic Web
This is the idea of
GGG,
the Giant
Global
Graph

http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-gian...
this Giant Global Graph
 makes the connections
    and the relations
         explicit.
  It works for a more
     traspar...
One thing we have in commons
  in the Metafora Network




all of us is an early adopter of theTransparency
              ...
Metadata and
trasparency have a lot
     in common
Transparency in our
 being as Creativist




http://changethis.com/manifesto/show/
       66.03.CreativistManifesto
Trasparency also
connected with the Green
   and a more ethical
        economy

           not only green, but maybe
    ...
Transparency in the
way we want to put the
   vendor message:
  not an invasive way
and not on the vendor’ s
      control, but
    on the ours one
Transparency in the act of reviewing




  http://trendwatching.com/trends/transparencytriumph/
Transparency and
advertising: how make a
     link between?
how Transparency is a
 value from a Vendor
    point of view?
because it saves him
from this fragmentation
Metadata is indipendent
Transparency is a value
if it can be expressed as
    OPEN DATA in the
     Web, so it can be
aggregated from anyone
 ( Cu...
Open data uses
METADATA,
which help us to find
the
right information
in the Web3.0
DATA and METADATA
shift us from PUSH to
     PULL Market
Pull is the natural way businesses should work to put
    the customer first. When you hear about companies
    opening the...
Doc Searls is making the connection...




http://blogs.law.harvard.edu/vrm/2010/05/24/managing-
              relationshi...
why have an AD
Network if there are
more useful ways to
connect the Market
between us and the
   Vendors side?
Google has radically improved the advertising process, first by making advertising accountable (you pay
only for click-thro...
Data Web Marketing: not data about
 customer, but data for customer
this is a new way to think data:
           not data about customers,
             but data for customers




http://www.s...
VRM can be the perfect scenario to
        understand the power of changing our
     attitude to the Market thanks to the ...
what if we open the
data about advertising,
while VRM is growing?
what data is useful for us
  in a typical vendor
       message?
what if we enable a
     new trasparency using
      metadata about how
     advertising is profiling
               us?
 i...
this is Data Web Marketing:
          let’s talk

    http://friendfeed.com/data-web-marketing




           matt [at] bl...
photos

•   http://www.flickr.com/photos/alphaducentaure/4060545788/

•   http://www.flickr.com/photos/simiant/3576804/in/
 ...
Episode 2 is on the way on...


 this is the new Metafora:
       Metadata for ...
Meta-For-A - Metadata for Anything - Starting from advertising - Metafora AD Network reloaded around social objects thanks...
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Meta-For-A - Metadata for Anything - Starting from advertising - Metafora AD Network reloaded around social objects thanks to Semantic Web and VRM

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A journey from Advertising Network to
a VRM ( Vendor Relationship Management ) point of view of ads using Semantic Web technologies.
It's all around social objects and metadata.
Episode 1

Metafora AD Network reloaded
on metafora.it on second half of 2010

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  • Meta-For-A - Metadata for Anything - Starting from advertising - Metafora AD Network reloaded around social objects thanks to Semantic Web and VRM

    1. 1. Meta-for-a Metadata for anything, starting from advertising A journey from Advertising Network to a VRM ( Vendor Relationship Management ) point of view of ads using Semantic Web technologies Episode 1 Metafora AD Network reloaded on metafora.it on second half of 2010 Matteo Brunati - dagoneye.it
    2. 2. About me ( in italian ) on dagoneye.it http://www.dagoneye.it some english stuff on http://www.dagoneye.it/blog/category/semantic-web/english/
    3. 3. it’s a similar box, isn’t it?
    4. 4. let’s open it!
    5. 5. Episode 1 • What is it Metafora AD Network • A Journey from advertising to a VRM context of advertising • It’s all around social objects thanks to metadata • Data Web Marketing: not data about customer, but data for customer
    6. 6. what is it Metafora AD Network?
    7. 7. Metafora AD Network was born in Italy on December 2006, based on the model of The Deck AD Network http://decknetwork.net/
    8. 8. why? at the end of 2006 poor quality of banners, as creativity and a minimal banner vendor messages without any animation is more relevant we have blogs: we want an than a bigger one explicit division from personal content to sponsored content our positive experiences about brands have a value, as co-cocreation
    9. 9. who are we? blogs and webzines that want to talk with Vendors using their own visibility ( PageRank >= 5 ) and their own identity without mashup with their own personal flow of information http://www.metafora.it/network/
    10. 10. what we do a Vendor wants to promote his message on our 1 sites: we vote the message and think about our endorsement to speak about the WHY we think it’s a useful message If the majority of us approves, we make a collective endorsement as a post on 2 metafora.it, and make it findable thanks to a banner ( no animation and 125px x 125px ) with a link on this endorsement to show it thanks to display ad respectful of the reader. It is also SEO friendly, using the open web.
    11. 11. a banner with some data about its context, and a bit more transparency about itself who is the channel the banner itself ( what ) a link to our endorsement ( why )
    12. 12. brand reputation the value is in how the advertiser relate with the italian blogosfere, Transparency of a in the dynamic of collective endorsement, engagement and co- trasparency showed creation of value using a minimal banner in a Network of TRUSTED sites
    13. 13. An exclusive intermediate between 30 websites ( blogs and webzine ) and the Market CONVERSATIONAL HINT + Using votes Metafora Network DISPLAY ADVERTISING TO accepts or not the message from DELIVER IT IN A NETWORK OF the vendor, and TRUST SITES makes the endorsement without any control of the vendor side a sort of word of mouth connected with minimal advertising in the blogosfere, in the open web outside social network x
    14. 14. what is it the Vendor’s value? a collective feedback that is not this endorsement has an initial under his control, distribution through trusted on a blog that helps findability display advertising CUSTOMER EXPERIENCES IT’S NOT ONLY DISPLAY
    15. 15. no tracking cookies, no profilation unless http headers data small footprint...
    16. 16. we don’t believe it’s a value being a captivate customer
    17. 17. from Advertising to a VRM point of view of the relationship with a Vendor
    18. 18. what is an AD Network? CHANNEL + RELEVANCE ( context and audience ) + CREATIVE AND USEFUL MESSAGE ( respect and shared interests )
    19. 19. AD Network is useful for a broadcast message of a Vendor, under his own control site1 Vendor Message ( banner ) site2
    20. 20. if the Vendor thinks a channel has a value, he wants to invest on it site1 Vendor Message ( banner ) site2 channel
    21. 21. typically an AD Network profiles users and sell to others these informations and data as indirect revenue site1 Vendor Message ( banner ) site2 channel data collected on navigation habits
    22. 22. we tried to make a more balanced conversation with the Vendor site1 Vendor Message ( banner ) site2 + endorsement under the customer control
    23. 23. without making another social network: we are using the open web as our network
    24. 24. and without profiling users: we believe in human being and trasparency
    25. 25. so we are using the advertising model with a VRM point of view, or a bit like this...
    26. 26. here we are voting the Vendor is a way to take some control on it our blogs and sites are our CRM, or a sort of, in a unstructured way our endorsement is outside the VRM principles Vendor control
    27. 27. putting the Vendor under our collective vote, is a shift in the relationship with him
    28. 28. a shift that it’s not so simple to accept http://blogs.law.harvard.edu/vrm/2009/04/12/vrm-and-the- four-party-system/
    29. 29. it’s not about the what of a product, it’s about the WHY, the intentions about a product http://www.nxtbook.com/nxtbooks/crmmedia/crm0510/index.php#/22
    30. 30. and we give memory and findability to these WHY http://www.metafora.it/docs/campagne.html made with SIMILE Exhibit, a MIT framework to publish open data stuff
    31. 31. http://www.metafora.it/docs/campagne.html made with SIMILE Exhibit, a MIT framework to publish open data stuff this is our open archive of endorsements, to make Vendors more trasparent to the Market
    32. 32. to trust a Vendor we want a documented story of some past experiences from the Customer side, not under Vendor’s control
    33. 33. it helps the creation of a common about customer experiences in the open web... ready to use from VRM tools
    34. 34. let’s thinking about it http://blogs.law.harvard.edu/vrm/2009/11/15/intention-economy-traction/
    35. 35. and on it http://thebankwatch.com/2007/11/10/are-ad-networks-really-the-endgame/
    36. 36. making it on our spare time, but we have the same problems http://thebankwatch.com/2009/06/26/on-vrm-facebook-and-being-misunderstood-for-long-periods-of-time/
    37. 37. so we make some conversations and a first step in a management of our relationships with the vendors, thanks to our digital identities ( blogs ) all of this in an unstructured way at the moment
    38. 38. we are a sort of 4th party, but in Italy it was earlier and it’s not so clear this kind of service it was september 2009 that we speak about 4th parties
    39. 39. note that platforms are on the Vendor side traditionally: who pays for the Customer freedom? http://www.getsatisfaction.com/
    40. 40. it’s all about platform and the control of the Customer side
    41. 41. why the Vendor pays something on Metafora? our time to make something original and useful about our relationship with him putting INSIDE the Web ( the collective Memory ) + personal distribution channel from the Customer side, not on others platforms
    42. 42. our sites are our platform
    43. 43. Metafora doesn’t work in this form 1. time ( a lot of stuff made in our spare time ) 2. not right tools to support the vision 3. incorrect terms probably 4. Italy context of understanding and living the Net as a channel and not as a place 5. more similar to the VRM context than the advertising one 6. lack of focus
    44. 44. because advertising works on this assumption for it we are an eyeball but are we?
    45. 45. and advertising is looking for something different http://www.comradity.com/comradity/2010/05/advertising-as-we-know-it-is-like-wrinkle-miracle-ointments-.html
    46. 46. It’s all around social objects, thanks to metadata
    47. 47. we want to talk about social object, not about the brand, and about our stories about this object, using our identities ( blogs ) http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/
    48. 48. wait... a Social Object? http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
    49. 49. Social Object isn’t only about a shared interest, is about a real story http://confusedofcalcutta.com/2010/05/14/thinking-about-social-objects-and-limbo-dancing/
    50. 50. there are global trends to make the social objects more explicit http://www.chiefmartec.com/2010/06/3-nimble- trends-changing-content-and-marketing.html
    51. 51. The concept of "the web site" is becoming less important than the underlying content and its social propagation. Structured data and metadata around content are becoming increasingly important.
    52. 52. thinking about Facebook and the Open Graph stuff...
    53. 53. http://www.facebook.com/matteobrunati https://graph.facebook.com/me/likes Not the page, but the Social Object inside that page A movie titles “Fight Club”
    54. 54. our intentions are explicit and expressed in a structured way, thanks to Metadata
    55. 55. Metadata is the new authority David Weinberger http://www.slideshare.net/venicesessions/venice-sessions-iv-david-weinberger-between-media-and-world
    56. 56. Metadata and social objects are technically, the cornerstone of the Semantic Web
    57. 57. This is the idea of GGG, the Giant Global Graph http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-giant-global-graph/7126
    58. 58. this Giant Global Graph makes the connections and the relations explicit. It works for a more trasparent web
    59. 59. One thing we have in commons in the Metafora Network all of us is an early adopter of theTransparency enabled by the Net
    60. 60. Metadata and trasparency have a lot in common
    61. 61. Transparency in our being as Creativist http://changethis.com/manifesto/show/ 66.03.CreativistManifesto
    62. 62. Trasparency also connected with the Green and a more ethical economy not only green, but maybe a more balanced idea of the whole Market...
    63. 63. Transparency in the way we want to put the vendor message: not an invasive way
    64. 64. and not on the vendor’ s control, but on the ours one
    65. 65. Transparency in the act of reviewing http://trendwatching.com/trends/transparencytriumph/
    66. 66. Transparency and advertising: how make a link between?
    67. 67. how Transparency is a value from a Vendor point of view?
    68. 68. because it saves him from this fragmentation
    69. 69. Metadata is indipendent
    70. 70. Transparency is a value if it can be expressed as OPEN DATA in the Web, so it can be aggregated from anyone ( Customer or Vendor Side )
    71. 71. Open data uses METADATA, which help us to find the right information in the Web3.0
    72. 72. DATA and METADATA shift us from PUSH to PULL Market
    73. 73. Pull is the natural way businesses should work to put the customer first. When you hear about companies opening their data, giving customers account portability, and talking about interoperability with competitors, that’s the language of pull. http://www.openforum.com/idea-hub/topics/the-world/article/what-pull-and-the-semantic-web-mean-for- small-business-part-i-david-seigel
    74. 74. Doc Searls is making the connection... http://blogs.law.harvard.edu/vrm/2010/05/24/managing- relationships-not-each-other/
    75. 75. why have an AD Network if there are more useful ways to connect the Market between us and the Vendors side?
    76. 76. Google has radically improved the advertising process, first by making advertising accountable (you pay only for click-throughs) and second by shifting advertising waste from ink and air time to pixels and server cycles. Yet even this success does not diminish the fact that advertising itself remains inefficient, wasteful and speculative. Even with advanced targeting and pay-per-click accountability, the ratio of "impressions" to click-throughs still runs at lottery-odds levels. The holy grail for advertisers isn't advertising at all, because it's not about sellers hunting down buyers. In fact it's the reverse: buyers hunting for sellers. It's also for customers who remain customers because they enjoy meaningful and productive relationships with sellers - on customers' terms and not just on vendors' alone. This is VRM: Vendor Relationship Management. It not only relieves many sellers of the need to advertise - or to advertise heavily - but also allows CRM (Customer Relatinship Management) to actually relate, and not just to capture and control. As VRM grows, advertising will shrink to the the perimeters defined by "no other way". It's hard to say how large those perimeters will be, or how much journalism will continue to thrive inside of them; but the sum will likely be less than advertising supports today.
    77. 77. Data Web Marketing: not data about customer, but data for customer
    78. 78. this is a new way to think data: not data about customers, but data for customers http://www.slideshare.net/sjbrinker/web-30-data-marketing
    79. 79. VRM can be the perfect scenario to understand the power of changing our attitude to the Market thanks to the Web at full of its potential ( Semantic Web ) Taking control of our relationships in the Market
    80. 80. what if we open the data about advertising, while VRM is growing?
    81. 81. what data is useful for us in a typical vendor message?
    82. 82. what if we enable a new trasparency using metadata about how advertising is profiling us? implicit profiling privacy http://www.cdt.org/paper/looking-back-p3p-lessons-future
    83. 83. this is Data Web Marketing: let’s talk http://friendfeed.com/data-web-marketing matt [at] blog.dagoneye.it
    84. 84. photos • http://www.flickr.com/photos/alphaducentaure/4060545788/ • http://www.flickr.com/photos/simiant/3576804/in/ photostream • http://www.flickr.com/photos/naturesdawn/2758645685/
    85. 85. Episode 2 is on the way on... this is the new Metafora: Metadata for ...

    ×