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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.

More articles by Joseph Matheny

Joseph Matheny



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 [...] 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 [...] 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 [...] 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 [...] 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 [...] 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 [...] 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 [...] 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 [...] 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 [...] 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 [...] More...



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Turn VP: Ad Network Shakeout “Inevitable”ADOTAS EXCLUSIVE – Turn bills itself as the world’s first Smart Market for online advertising. Turn’s VP of product and [...] more...

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