1<!doctype html> 2<html lang="en"> 3 4<head> 5 <meta charset="utf-8"> 6 <meta name="viewport" content="width=device-width, initial-scale=1, shrink-to-fit=no"> 7 <link rel="icon" href="favicon.ico" type="image/gif" sizes="16x16"> 8 <link rel="stylesheet" href="https://stackpath.bootstrapcdn.com/bootstrap/4.5.2/css/bootstrap.min.css" 9 integrity="sha384-JcKb8q3iqJ61gNV9KGb8thSsNjpSL0n8PARn9HuZOnIxN0hoP+VmmDGMN5t9UJ0Z" crossorigin="anonymous"> 10 <link rel="stylesheet" href="blogads.css"> 11 12 <title>Blogads</title> 13</head> 14 15<body> 16 <div class="logo d-block mx-auto p-4" style="max-width: 600px;"><img src="img/blogads-hires-logo.png" class="w-100" 17 alt="Blogads logo"></div> 18 <div class="container"> 19 <div class="row"> 20 <div class="col"> 21 <p> 22 As you may have heard, ad service Blogads.com is closed for business. 23 </p> 24 25 <p> 26 Blogads had a long and exhilarating ride. When our ad service for bloggers launched here in the 27 spring of 2002, Mark Zuckerberg was a high school senior and Barack Obama was in the Illinois State 28 Senate. Since then, Blogads has seen many peers in the social media advertising ecosystem arrive 29 (Facebook, LinkedIn, Twitter, Instagram, TikTok et al) and depart (Xanga, Friendster, AdBrite, 30 Federated Media, Gawker, Pajamas Media, and Glam, to name a few.) 31 </p> 32 33 <p class="mb-0"> <img class="mx-auto d-block p-0" src="img/image03.jpg" alt="" style="max-width: 100%;"></p> 34 <figcaption class="mb-2 p-3">Blogads tees were a huge hit, seen everywhere from the Taj Mahal to 35 Yosemite to swanky parties in Manhattan.</figcaption> 36 37 38 39 <p> 40 For better or worse, Blogads helped fund many of the people whose ideas became the intellectual 41 bedrock of 21st century America. Through our ups and downs since 2002, it was a privilege to see 42 sites weâve helped fundâPerezHilton, DailyKos, Feministing, TalkingPointsMemo, PoliticalWire, 43 Dlisted, Wonkette, Instapundit, LargeHeartedBoy, SportsBlogNation, Methodshop, MarginalRevolution, ObscureStore, 44 GalaDarling, The Millions, Metafilter, StereoGum, ConcreteLoop, Jack & Jill Politics, 45 Electoral-vote, Dooce, TechCrunch, BusBlog, ComicsCurmudgeon, Pinkdome, Scienceblog, Kuro5hin, 46 Aquarium Drunkard, CuteOverload, Virginia Postrel, DaveWiner, LitKicks, TomandLorenzo, Gothamist, 47 Betches, GayPatriot, Drudgeretort, AmericaBlog, Joho, SusieBright, Regretsy, AndrewSullivan, Blue 48 Virginia, DemocraticUnderground, Volokh Conspiracy, Matt Welch to name a fewâshape the content, 49 format and trajectory of ideas (and fun) in the US and around the world. 50 </p> 51 52 53 54 <p class="mb-0"><img class="mx-auto d-block p-0 mb-0" src="img/image08.jpg" alt="" style="width: 600px;max-width:100%;"></p> 55 <figcaption class="mb-2">From the spring of 2002, the original spec for Blogads, the grandmother of all 56 platforms for self-serve content advertising in social media. (Iâd totally forgotten Blogads was 57 originally called Blogadz, until Nick Denton counselled me over coffee in NYC that the âzâ felt very 58 1999.)</figcaption> 59 60 61 <p> 62 On a personal note, thanks to Blogads, I got to know three amazing guys, Brian Clarke, Jake Brewer 63 and David Carr, who each died in 2015. Each guy was wonderful and wonder-filled. In their 64 fieldsârespectively advertising, advocacy, and journalismâeach was a diligent practitioner and a 65 joyful philosopher. Most years I got to talk with Brian, Jake and David just a few times, by phone 66 or in person, but what a difference those talks made for me. Every conversation fanned a fire. 67 Afterwards, words cut sharper, possibilities glimmered, goals clarified, the world got bigger. I 68 miss their wisdom and grins, particularly in this busted-to-hell 2017. 69 </p> 70 71 <p> 72 <hr /> 73 </p> 74 75 <p> 76 Done right, a business is a life raft rowing away from lifeâs inexorably sinking ship. A good 77 business always keeps you busy, often keeps you dry and s
77ometimes keeps you sane. By definition, 78 every shuttered business is a failure. But, though Blogads.com ultimately lost its own little war, 79 everyone who participated is proud that we helped other causes win their own important battles and 80 wars. 81 </p> 82 83 <ul class="list"> 84 <li> 85 Long before there was a clear ad model for social media, we helped political blogs become 86 viable. Weâre particularly proud that Blogads underwrote the grassroots political blogs that 87 helped set the stage for Barack Obamaâs victory in 2004. (More recently, we rue the ads we sold 88 for bloggers who later cheered Donald J. Trumpâs know-nothing nihilism.) 89 </li> 90 <li> 91 We helped underwrite the seedlings that ultimately grew into publishing empires like VOX, 92 TechCrunch, BlogHer and PopSugar. (In 2005, <a 93 href="https://problogger.com/how-the-most-highly-visited-blogs-earn-money/" 94 target="_blank">23 of the 30 biggest blogs</a> relied on our service.) 95 </li> 96 <li> 97 After much evolution, the reigning ad format of the twenty-teens (and onward?) is not much 98 different from the original 2002 âblogad,â our eponymous proprietary ad unit that combined an 99 image and link-filled text to deliver readable, site-synchronized information. This ad format 100 has become the standard for successful advertising and is today called ânativeâ advertising. 101 Itâs with zero chagrin and some laughs that I recall how intensely annoyed conventional 102 advertisers (including my buddy Michael Bassik) were when we introduced the blogad. âItâs a lot 103 easier to massproduce a 300Ã250 gif that can run anywhere,â the critics said. To which we 104 replied: exactly! 105 </li> 106 <li> 107 Self-service advertising, which Blogads helped pioneer, is now standard too â with DIY ads 108 driving revenues for Facebook, Twitter, LinkedIn and Google. (Hereâs a 2011 video of <a 109 href="https://youtu.be/ybuhqCfPZQU" target=_blank">building a blogad</a>.) 110 </li> 111 <li> 112 My <a 113 href="https://pressflex.com/blog/blogonomics-making-a-living-from-blogging/" 114 target="_blank">2002 prediction</a> that social media (then basically the blogosphere) 115 would eventually âpower knowledge-sharing far more profound than anything offered by current 116 mediaâ has been proven true 1000-times over. As has the prediction that "The old economics of media â 117 he who controls distribution wins the most readers and serves advertisers best â will be plowed under 118 by a new economics â she who relates best attracts the most valuable audience." Driven by Darwinian pressures and abetted by 119 zero-cost CMSes, self-publishing has morphed and mutated to invade every existing media niche 120 and create many new niches. Social media has speciated into hundreds of different forms, forums 121 and idioms⦠<a href="http://www.twitter.com/" target="_blank">snippets of text</a>, <a 122 href="http://www.instagram.com/" target="_blank">photos</a>, <a href="http://purple.ai/" 123 target="_blank">wifi-as-community</a>, <a href="http://www.snapchat.com/" 124 target="_blank">vanishing photos</a>, <a href="https://gimletmedia.com/" 125 target="_blank">audio</a>, videos, <a href="http://www.giphy.com/" target="_blank">animated 126 gifs</a>. 127 </li> 128 <li> 129 Traditional news and entertainment businesses have become, as I predicted in 2002, like 130 ârefrigerator salesmen trudging into the next ice age.â The volume and pace of people-created 131 content has diluted many publishersâ mindshare to the point that theyâre irrelevant. The social 132 media sideshow of 2002 has become 2017âs big top, with publishingâs once-mighty elep
132hants now 133 beleaguered and begging for peanuts from the former audience (who are too busy selecting an 134 Instagram filter to notice.) 135 </li> 136 137 </ul> 138 <p> 139 Sadly, the Utopian dream that ad-supported, autonomous, righteous bloggers would flood the world 140 with torrents of cleansing information has proven to be false. 141 </p> 142 143 <p> 144 First, the money isnât there. The supply of what we in the ad industry call âpage impressionsâ 145 (articles, posts, comments, videos, photos, animated gifs, comments on comments, smiley faces on 146 comments on posts about videos about memes⦠etc etc etc⦠content!) has multiplied, far oustripping 147 advertiserâs demand. Compounding the problem, programmatic ads, technology which allows advertisers 148 to bypass name brand publishers to target readers based on demographically specified cookies, has 149 proven immensely cost effective. (For example, Cisco doesnât need to pay $50k to reach a few 150 thousand (hundred?) CTOs on the New York Timesâ site or even TechCrunch because, for just a few 151 nickels, it can use cookies to locate and target the same people elsewhere on the web. 152 </p> 153 154 <p> 155 Second, transparency. Some blogs are selling posts to advertisers without disclosing the impetus for 156 the post. Many others are creating information and spin to earn ideological or social brownie 157 points. 158 </p> 159 160 <p> 161 Third, noise. Many blogs are now irrelevant amid a surplus of cat videos and bogus cancer cures. In 162 politics, a few blogs like PoliticalWire, DailyKos and TalkingPointsMemo battle on, often relying on 163 subscriptions. Their efforts notwithstanding, Facebook, with all its secret nuclear-powered 164 link-algorithms, now propels factoids and opinions far faster and further than human hands could 165 ever manage. As dana boyd notes, <a 166 href="https://points.datasociety.net/hacking-the-attention-economy-9fa1daca7a37#.h1m9rd3zk" 167 target="_blank">social media has proven to be both an R&D lab and ICBM of falsehood.</a> Even 168 highly evolved state-of-the-art platforms like Medium are <a 169 href="http://www.niemanlab.org/2017/01/medium-lays-off-dozens-as-it-tries-to-find-a-publishing-business-model-that-may-not-actually-exist-yet/" 170 target="_blank">failing in their mission to power great bloggers.</a> 171 </p> 172 173 <p> 174 In short, most blogs are bust. Sadly, ad-driven fact-focused journalism is begging for bailouts too. 175 Maybe weâre all lost. 176 </p> 177 178 <p> 179 <hr /> 180 </p> 181 182 <p>In addition to sitting in the front row as history was made and <a 183 href="https://www.technewsworld.com/story/38588.html" target="_blank" 184 http://weblog.blogads.com />saving some marriages</a>, we met a lot of great people. 185 </p> 186 <p> 187 Many colleagues helped build and power Blogads, including Angie Riley, Anthony Perry, Balazs Kolbay, 188 Balint Erdi, Bevin Tighe, Bryan Rahija, Chloe Simmons, Csaba Garay, Delphine Andrews, Devin Kelly, Donald Hughes, 189 Gabor Veres, Hano Grimm, Ivana Vidovic, Jessica Siracusa, Joe Stanton, John Faranda, Kate Studwell, 190 Katie Brauer, Kaley Credle, Kristof Strobl, Lanae Ball, Mark Wasserman, Marybeth Grossman, Megan 191 Mitzel, Miklos Gaspar, Nick Faber, Nicole Bogas, Orsolya Kerner, Paige Wilcox, Peter Klein, Piroska 192 Salamon, Rachel Hirsh, Rachel McGorman, Robert Mooney, Sophie Chung, Suzanne Despres, Tamas Decsi, Tina Merrill, 193 Viktor Bodrogi, Will Elliot, Zach Strom, and (alphabetically last but definitely not least!) Zsolt 194 Remenyi. 195 </p> 196 197 <p> 198 Working at Blogads gave us the chance to collaborate with smart people like Aaron Dinin, Aaron Gell, 199 Aaron Peckham, Adam Cohen, Adam Connor, Adam Mordecai, Alaina Brown, Alan Rosenblatt, Alex Tabarrok, 200 Amy Alkon, Amy Schatz, Andrea Rosen, Andrew Bleeker, Andrew Golis, Andrew Meyer, Andrew S. Tanenbaum, Andru 201 Edwards, Andy Carvin, Anil Dash, Amanda Marcotte, Amy Langfield, Anamarie Cox, Andrew Krucoff, 202 Andrew Slack, Anil Dash, Anne Althouse, Anne Handley, Ari Rabin Havt, Azeem Azhar, Barby Lava, Ben 203 Clark, Ben Fisher, Ben Rahm, Ben Smith, Ben Sullivan, Bill Hartnett, Bill Quick, Billy Dennis, Biz 204 Stone, BL Ochman, Bob Fertik, Brad DeLong, Brad Friedman, Brian Dell, Brian Morrissey, Brian Reich, 205 Brian Stelter, Byron Crawford, Cameron Winklevoss, Carol Darr, Caroline McCarthy, Charley Territo, 206 Charlotte Selles, Chris Casey, Chris Heivly, Chris Jones, Chris Kenngott, Chris Locke, Chris 207 Pirillo, Chris Rabb, Christian Borges, Christian Crumlish, Christopher Batty, Cheryl Contee, Choire 208 Sicha, Chuck DeFeo, Clay Johnson, Clayton Ryan (Tovarich!), Clive Thompson, Clotilde Dusoulier, 209 Colby Cosh, Cyrus Krohn, Damien LaManna, Dan Gilmore, Darla Mack, Dave Karpf, Dave Neal, Dave 210 Taylor, Dave Winer, David Almancy, David Berkowitz, David Corn, David Hertog, David Kaplan, David 211 Lat, David Pinto, David Weinberger, Dawn Olsen, Deborah Schultz, Digb
211y Parton, Doc Searls, Don Steele, Doug 212 Gordon, Drew Curtis, Duncan Black, Ed Cohn, Elan Genius, Eli Pariser, Elizabeth Spiers, Emma Battle, 213 Erik Damato, Eric Muller, Eric Olsen, Eric Schoenborn, Erik Martin, Esther Dyson, Ethan Zuckerman, Eve Fox, Ezra 214 Klein, Farah Miller, Farra Trompeter, Felix Salmon, Frank Radice, Garance Franke-Ruta, Garrett 215 Graff, Gene Smith, Glenn Greenwald, Glenn Reynolds, Gokul Rajaram, Greg Galant, Greg Greene, Greg 216 Palmer, Gregory Ng, Hank Dearden, Hal Malchow, Heather Armstrong, Heather Cocks, Heather Holdridge, 217 Hollis Thomas, Howard Owens, Hylton Jolliffe, Hugh Forrest, Hugh MacLeod, Ian Schafer, Ilan Zechory, 218 Ilyse Hogue, Jackie Danicki, Jackie Huba, Jackie Schechner, Jake Dobkin, Jake Orlowitz, James Avery, 219 James Joyner, Jason Calacanis, Jason Rosenberg, Jay Rosen, JB Hopkins, JC Christian, JD Ashcroft, JD 220 Lasica, Jeannine Sessum, Jeannine Harvey, Jeff Cohen, Jeff Jarvis, Jeff Mascott, Jen Nedeau, Jeralyn 221 Merritt, Jess Amason, Jesse Taylor, Jessica Morgan, Jessica Valenti, Jill Fehrenbacher, Jim 222 Romenesko, Jim Treacher, Joe Fuld, Joe Gandelman, Joel Bartlett, John Amato, John Aravosis, John 223 Armstrong, John Byrne, John Dick, John Henke, John Hlinko, John Simpson, John Rees, Jon Accarrino, 224 Jonah Seiger, Josh Fruhlinger, Josh Glasstetter, Josh Marshall, Juan Cole, Juan Melli, Judd Legum, 225 Juhee Kim, Julie Germany, Justin Miller, Justin Olberman, Justin Safie, Karen Curry, Kate Kaye, 226 Katie Harbath, Kari Chisholm, Karl Frisch, Keegan Goudiss, Ken Deutsch, Ken Layne, Kenyatta Cheese, 227 Kevin Dando, Kevin Drum, Kevin Reid, Kirk Ross, Kombiz Lavasany, Laura Packard, Lenore Skenazi, 228 Leslie Bradshaw, Levi Asher, Libby Pigg, Lindsay Beyerstein, Lisa Cequeira, Lizz Hazeltine, Lola 229 Elfman, Loren Baker, Lynn Siprelle, Marc Cenedella, Marc Eliot Stein, Mark Blumenthal, Mark Drapeau, 230 Mark Glaser, Mark Johnson, Mark Nickolas, Mark OâBrien, Mark Rabinowitz, Mark Skidmore, Mark 231 Traphagen, Markos Moulitsas, Mario Lavandiera, Marshall Kirkpatrick, MaryKatherine Brewer, Matt 232 Britton, Matt Diffey, Matt Haughey, Matt Welch, Matthew Yglesias, Matthew Zablud, Max Sawicky, Meg 233 Frost, Megan McArdle, Mica Sifry, Micah Baldwin, Michael Allen, Michael Bassik, Michael Goff, 234 Michael K, Michael Miraflor, Michael Shaw, Michael Silberman, Michael Turk, Michelle Coyle, Mike 235 Butcher, Mike Krempasky, Mike Monello, Mike Panetta, Mike Street, Mindy Finn, Morra Aarons-Mele, 236 Moxie, Murshed Zaheed, Nathan Wilcox, Neil Sroka, Nicco Mele, Nick Denton, Nick Gillespie, Noel 237 Hidalgo, Oliver Willis, Olivier Travers, Ori Elraviv, PJ Rodriguez, Pam Spaulding, Patrick Nielsen 238 Hayden, Patrick Ruffini, Paul Chaney, Paul Jones, Peter Daou, Philip Kaplan, Phil Noble, Rachel 239 Hruska MacPherson, Rafat Ali, Raven Brooks, Rebecca Leib, Rebecca Schoenkopf, Rex Hammock, Richard 240 Luckett, Richard Schlackman, Richard Turner, Rick Bruner, Rick Calvert, Rick Klau, Ricky Engelberg, 241 Rob Neppell, Robert Bluey, Robert Gorell, Rogers Cadenhead, Roman Godzich, Ron Gunzberger, Rosalyn 242 Lemieux, Roxanne Cooper, Rusty Foster, Sandy Hussein, Sandy Marks, Sanford Dickert, Sara Holoubek, 243 Scott Goodstein, Sean Paul Kelley, Seth Miller, Shana Glickfield, Shankar Gupta-Harrison, Shannon 244 Okey, Shira Lazar, Simon Rosenberg, Soren Dayton, Stacy Kramer, Stephen Fraser, Steve Hall, Steve 245 Outing, Steve Rubel, Steven Waldman, Susie Bright, Susie Madrak, Taegan Goddard, Taylor Marsh, Teresa Nielsen 246 Hayden, Tig Tillinghast, Tim Ferris, Tim Tagaris, Todd Rubenstein, Todd Sawicki, Tom Limongello, Tom 247 Matzzie, Tom Watson, Tomer Treves, Tony Pierce, Tracy Viselli, Tristan Roy, Tucker Maxx, Twanna 248 Hines, Ty Montagu, Tyler Cowen, Upendra Shardanand, Virginia Postrel, Waldo Tibbetts, Wayne Sutton, Will 249 Rockafellow, William Buetler, Zach Rogers, Zadi Diaz, Zeynep Tufekci and many others. 250 </p> 251 252 <p> 253 Again, last and definitely not least, my wife Zsofiâs unique blend of idealism, skepticism and 254 encouragement was invaluable. 255 </p> 256 257 <p>
258 Thank you all. Lifejackets on. If youâre feeling nostalgic, you can browse our old blog archives (<a 259 href="http://weblog.blogads.com/" target="_blank">1</a> or <a 260 href="http://web.blogads.com/blog/#axzz6URhGpcLc" target="_blank">2</a>) or browse our <a 261 href="https://www.facebook.com/Blogads/photos/" target="_blank">Facebook photo galleries</a>. 262 Next up, anyone want to go for a <a href="http://racery.com/create-virtual-races/" 263 target="_blank">virtual run in Paris</a>? :) 264 </p> 265 266 <hr class="pb-4"/> 267 <div class="d-flex"><img class="rounded-circle img-thumbnail float-left" src="img/hc.jpeg" 268 alt="Henry Copeland"> 269 <div class="ml-4">Henry (Hank) Copeland<br /> 270 March 1, 2017<br /> 271 Chapel Hill, North Carolina<br /></div> 272 </div> 273 274 <hr class="pt-4 "/> 275 <h2 class="header p-5 text-center">Front pages</h2> 276 <div class="homepage-gallery d-flex flex-wrap justify-content-center"> 277 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 278 <img class="w-100 border" src="img/image05.png" alt="blogads.com frontpage from 2003"> 279 <figcaption class="mb-2 p-3">2003</figcaption> 280 </div> 281 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 282 <img class="w-100 border" src="img/image06.png" alt="blogads.com frontpage from 2005"> 283 <figcaption class="mb-2 p-3">2005</figcaption> 284 </div> 285 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 286 <img class="w-100 border" src="img/image02.png" alt="blogads.com frontpage from 2006 "> 287 <figcaption class="mb-2 p-3">2006</figcaption> 288 </div> 289 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 290 <img class="w-100 border" src="img/image07.png" alt="blogads.com frontpage from 2008-2011"> 291 <figcaption class="mb-2 p-3">2008-2011</figcaption> 292 </div> 293 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 294 <img class="w-100 border" src="img/image04.png" alt="blogads.com frontpage from 2011-2016"> 295 <figcaption class="mb-2 p-3">2011-2016</figcaption> 296 </div> 297 298 </div> 299 300 <h2 class="header p-5 text-center">Office Shots</h2> 301 <div class="homepage-gallery d-flex flex-wrap justify-content-center"> 302 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 303 <img class="w-100 border" src="img/image10.png" alt="blogads.com frontpage"> 304 <figcaption class="mb-2 p-3">Budapest (Hungary office #2)</figcaption> 305 </div> 306 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 307 <img class="w-100 border" src="img/image09.png" alt="blogads.com frontpage"> 308 <figcaption class="mb-2 p-3">Carrboro (US office #2)</figcaption> 309 </div> 310 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 311 <img class="w-100 border" src="img/image11.png" alt="blogads.com frontpage"> 312 <figcaption class="mb-2 p-3">Durham (US office #3) </figcaption> 313 </div> 314 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 315 <img class="w-100 border" src="img/image12.jpg" alt="blogads.com frontpage">
316 <figcaption class="mb-2 p-3">Durham (US office #4)</figcaption> 317 </div> 318 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 319 <img class="w-100 border" src="img/image01.png" alt="blogads.com frontpage"> 320 <figcaption class="mb-2 p-3">Keep on rolling Blogads! <br />(inside front cover SXSW 321 program, 2008) </figcaption> 322 </div> 323 </div> 324 325 <h2 class="header p-5 text-center">Updates</h2> 326 <p><strong>2/15/14</strong> On an <a href="https://www.desertoracle.com/episode-212-the-typing-life-w-guest-matt-welch/">episode of the epic podcast Desert Oracle</a>, blog pioneers and bon vivants Ken Layne and Matt Welch recall the riotous early days of the LA blogging insurgency against traditional media, plus (at ~18 minutes) the launch of Blogads.com.</p> 327 <p><strong>10/26/23</strong> Blogads is featured as a pioneer in the Washington Post timeline <a href="https://www.washingtonpost.com/technology/interactive/2023/influencers-timeline-money-blogs-tiktok-youtube/">From mommy bloggers to TikTok stars: How creators built a $250B industry</a>. </p> 328 <div class="homepage-gallery d-flex flex-wrap justify-content-center"> 329 <div class="homepage-gallery-item w-100" style="max-width: 500px !important"> 330 <img class="w-100 border" src="img/image21.png" alt="washingtonpost.com article"> 331 <!--figcaption class="mb-2 p-3"></figcaption--> 332 </div> 333 </div> 334 335 336 337 </div> 338 </div> 339 </div> 340 <footer class="mx-auto w-50 text-center pt-2">© 2017-
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