: In a piece for Technology Review, John Battelle translates the weblog discussion on sell-side advertising started by Ross Mayfield and picked up by Battelle here (I joined in here). Battelle changes the name to publisher-driven advertising but I don’t think I like that because it doesn’t go far enough.
What we really want — the endgame — is consumer-driven advertising.
Ideally, commercial media would consist of equal partnerships between three parties: publishers, the audience, and advertisers. In reality, advertisers, the group with the most money, hold all the cards. Publishers have been relegated to the role of supplicant, and the audience