• by Cory Treffiletti , Featured Contributor, February 9, 2011

Can you believe this business is 17 years old?

Depending on whom you talk to, and what kind of mood they're in, that's pretty much the standard length of time cited for the Internet advertising business.  For some people, that aligns closely with the actual commercial Internet, but in all practicality the commercialization of the Internet didn't really happen until a year or two after its broader introduction to the general populace.

When kids turn 17, they typically go off to college and try to "find themselves."  Depending on how they were raised, these 17-year-olds are either well-mannered or an utter mess.  I would like to think that I was well-mannered, but I'm sure I had my moments.  My question to you is: If you had the chance to sit back and think introspectively about the Internet advertising business for a moment, what would you think about?

I've been doing just that recently and I keep coming across a centralized theme: Even though this business is built on technology, it's actually driven by people.  From an outside perspective, this is a business about technology and digital media.   Once you pull back the curtain, this business thrives because of the people and their passion for making it work. 

The simple concept of "open source" is one that emerged from the Internet and applies to the Internet ad business, as well.  We tend to open-source and share ideas, building upon the ideas of others in a very collaborative fashion.  There is certainly a proprietary ownership of ideas, but once you've been recognized, there's an overwhelming sense of community that fosters an environment where ideas are in the wild, so to speak.  It's positively inspiring and I think it's one of the reasons that we've all seen so much success!

However, even though we have a sense of community and an environment for the sharing of ideas, it's also very clear that interpersonal etiquette has taken a turn for the worse.  Too often I've seen heated discussions where there was a palpable air of condescension -- and, in some cases, a disregard for the opinions of others.  I was raised in an environment where there were no bad ideas, though there may indeed be ideas better suited for success. When someone cuts down your ideas, it is insulting and can be hurtful. I've also seen that same air of condescension in board meetings, in negotiations between agencies and media publishers, and I hear about it in numerous other conversations. These kinds of interactions rarely lead to strong relationships.

If you've known me a long time, you probably remember me when I was younger, far more idealistic and definitely more headstrong than I am now (which is a little scary if you know me now).  I've heard the proverb that with age comes wisdom, and though I'm still far from being wise, I feel I do understand the errors of my younger days.  I was tough on some people, but for the most part I think I was fair.  If someone could defend a point of view, I always gave him or her credit for doing so. These days I feel that I'm even more willing to hear the opposing point of view, and in many cases I see merit in both opposing sides.  It saddens me to witness a one-sided point of view, and I hope this is not a sign of things to come, but rather a hiccup due to exuberance and a momentary lapse in personal judgment.

At 17 years of age, you had the chance to reflect and even reinvent yourself.  You were not ready to be considered "wise," but you were setting the stage for the inevitable infusion of wisdom as you became an adult.  At 17 years of age, our business is poised to become a force for business and marketing far stronger than it is now. I hope our reinvention will include a focus on etiquette, both business and personal.  Etiquette is a sign of maturity -- and maturity is where the business is headed!

What do you think?