In an interesting story from AdWeek, Chip Bayers argues that brand advertising online is lagging badly because so many tech giants like Google refuse to think of themselves as media companies, with all the connotations that accompany that term. Hard to argue with Google's success at putting unattractive text ads next to humdrum search results. But Bayers' argument is that there is a lot of money on the sidelines, or in other media like TV, that would be coming to digital if Microsoft, Google and others embraced the things brands want in advertising: lots of audience context so they know who they're getting. As opposed to complicated algorithms, third-party verification etc., simply putting out content that appeals to a certain group is time-tested and easy to explain to ad buyers.
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