Joseph Matheny

Joseph Matheny is currently Chief Technical Officer at Advaliant, Inc. Advaliant is a company that builds "targeted, intelligent, contextual" online advertising solutions. Joseph has extensive background in on-line media and one to one marketing using technology.



Wanna Date My Ad? Why Recommending Dating Partners and Pushing Ads are One in the Same

Written on
April 10th 2007
Author
  |   Joseph Matheny

So, being that my background is largely in building social applications, all the way back to the late 80s, when I hosted BBSs on my old Mac se, until now. I often see the world through the goggles of social software. In fact, in a round-about way, all my software excursions, including DVD, have always included a data gathering and customization component somewhere in the schema. That is, in fact, ... More...

The Attention Economy: Is the Marketing World Ready for a New Consumer Culture?

Written on
February 28th 2007
Author
  |   Joseph Matheny

I look forward to a world where consumer data is harvested with permission, where the consumer has the option of assigning permission levels to their day, habits and data segments and look forward to the fair practice of compensating consumers for their attention data. I look forward to Attention Data Exchanges, consumer groups (think mutual fund) and segments being traded under symbols such as: BMR, SWF, BMM, APF, etc. Why ... More...

ADOTAS Podcast Premiere: ad:tech New York 2006

Written on
November 21st 2006
Author
  |   Joseph Matheny

Welcome to ADOTAS’ first podcast! For those who don’t want to forget or can barely remember, we’ve included video and audio snippets recorded on the floor of ad:tech NY, November 2006, courtesy of our roving reporter, Joseph Matheny. Within the broadcasts linked below, Joseph gets a firsthand view of the shoulder-to-shoulder hustle & flow, talks to some exhibitors and picks random trash up off the floor. (No, we’re not referring ... More...

Getting Contextual Outside the Text Box, Part II

Written on
October 2nd 2006
Author
  |   Joseph Matheny

Starting where I left off in August: “While you wait, think about the fundamental ways our relationship to the unit of information known as a ‘book’ changes when that unit becomes a table in a database. Marketers, think about how much more you know about me when I search and copy a paragraph from one book, and then another, versus what you knew about me when I ordered those two books form ... More...

Et Tu(be)? Getting Contextual Outside the Text Box

Written on
August 18th 2006
Author
  |   Joseph Matheny

It seems like everyone is jumping on the YouTube wannabe wagon nowadays. Well, everyone but me that is (*smirk*). Don’t get me wrong, I am all about community-created content. My only worry is over saturation and lack of a business plan leading to another pop that sullies the name of a good technology. Remember, it wasn’t that long ago that ‘Web’ was a dirty word. (circa 2001). I think ... More...

Is the Social Net Working? A Cautionary Tale from the Realm of Online Community

Written on
June 15th 2006
Author
  |   Joseph Matheny

I’ve been thinking a lot lately about where we are on the timeline in regards to social networking. I do believe we are now entering the most productive period of the lifecycle of a new technology. Namely, the period where the hype has subsided, and the technology either fades from memory due to its inability to endure, or as in the case of social networking, fades into the woodwork to ... More...

Plug n’ Peddle Elsewhere: Exploring New Ways to Replace Traditional Product Placemement

Written on
April 24th 2006
Author
  |   Joseph Matheny

No, this is not ‘yet another’ article about product placement in video games. However, I will warn you that I am writing a multi-part article about using ARGs as product placement vehicles. More on that later. (I’m such a tease….) What initially triggered the following thoughts was a discussion that I had with a friend a few weeks ago in New York. My friend is the CEO of a rather well ... More...

Space Invaders! Non-Invasive Apps Interrupt Our Daily Scheduled Advertising

Written on
March 21st 2006
Author
  |   Joseph Matheny

It has been shown that most people do not consider relevant advertising (translation: “something I want”) as interruption marketing. I made this statement in last month’s article and feel that this is a thread that we should follow on its own. Pass Go, Collect $100 My approach to sharing knowledge is that I like to present thesis and antithesis and leave the action item of synthesis to the reader. Why? Because ... More...

Can the Contextual: Why Social Networking Better Meets Your Relevant Targeting Needs

Written on
February 16th 2006
Author
  |   Joseph Matheny

Advertising can be such a hit or miss game. Sure, the old-school method would be to make up for lack of context through VOLUME. One to 3 percent of 100 people is not nearly as profitable as 1 to 3 percent of one million people. However, the economy of scale doesn’t roll down very far, nor does it raise your proficiency levels to raise your gross exposure numbers. What you’d ... More...

The Economy of Reputation: How Social Networking Can Improve Performance

Written on
January 20th 2006
Author
  |   Joseph Matheny

With all the buzz going on right now surrounding MySpace, LinkedIn and del.icio.us, one may now consider social networking as having fully emerged into a formative stage similar to the web circa. 1998-2000. Social networking has become successful enough in the consumer (B2C) markets to attract the attention of the enterprise space. We’ve already begun to see the CRM market beginning to play around social networking scenarios, as well as ... More...