Attention has arrived!
What a difference a week makes! I spent most of last week in NYC and at Ad-Tech, the premier internet advertising conference, and was reminded of more exuberant times in 1999 before the bubble burst. The sold out conference in my opinion emanated an enthusiasm not experienced since those times, but for many of us the exciting part was not just the expansion of F1000 marketers’ dormant budgets but the willingness of these major brands in exploring RSS as an advertising vehicle ahead of the curve. It appears that nobody wants to be left out, and questions were rampant about the emerging RSS medium. Of course most of the interest was surrounding blogs, but by the next event all will surely be aware of the pervasive nature of RSS and how much more it is than just a means to get blog updates.
That said, and selfishly speaking on behalf of Attensa, you can’t get very far contemplating RSS as an advertising medium without running into the obvious benefits of attention metadata. Yes, it’s a mouthful to the uninitiated, but it seems this week a lot more folks are paying attention to attention.
Yes, attention has arrived…
- Steve Gillmor eats sleeps and breathes attention (as he sees it) as President of AttentionTrust.org. And he pokes fun at OPML champion Dave Winer.
- AttentionTech is focused on it exclusively in their podcasts
- Seth Goldstein’s RootMarkets just launched their beta and their business depends on it. I met Seth at his office a few weeks ago and their project looks really interesting. Check it out.
- Joshua Porter’s Bokardo, author of a web 2.0 focused blog I recently encountered, covers several interesting subject but a lot on attention data lately. Here is a great post entitled “why should I trust Microsoft with my attention data?” and another about AttentionTrust and its philosophy about why you should own your attention data. I just subscribed.
- Scoble has commented more frequently recently...you are probably already subscrtibed to his blog, but I thought I'd mention it anyway.
- While “attention” was not used in the press releases or in commentary by its executives, Microsoft’s adCenter will certainly use attention in ways we have not yet seen by the ad networks. Here's a blurb on marketing vox about it if you hadn't heard.
- Though they are being their traditional sneaky selves about it, Google’s Personalized Search is essentially about attention data gathering and leveraging it to improve search!
- The Attention.xml spec over at Technorati is waking up (improved radically by Attensa’s own Eric Hayes incidentally) and if we have anything to do with it there is more to come as Eric was invited as a co-author earlier this year.
- Last but not least, RSS infrastructure company Attensa closed its Series B financing last weekto expand development and roll out its attention network (more on this any day now!) and our blog will include more frequent postings as well. By the way, we are hiring!
The team here at Attensa has been working on sophisticated attention metadata infrastructure since early 2001 (only then we just called it personalized transient metadata because we hadn’t heard of the term “attention” yet.) At Attensa, our first step is to release our RSS reader for Microsoft Outlook, and we believe it to be best of class in terms of performance and ease of use. But the real sea change will occur for users of our technology when our "attention streams" automatically improve the gathering and use of RSS delivered information to the point where you will wonder how you ever got along with plain old “raw” RSS articles derived via standard RSS subscriptions.