• Ad Age, Friday, May 5, 2006 10:45 AM

Everyone in this business knows John Battelle, the Wired and Industry Standard founder turned search specialist, Google-watcher and blogger extraordinaire. His new firm, Federated Media, which runs an ad network for a series of popular blogs including Boing Boing, Fark, and John Batelle's own Searchblog, last week launched a new do-it-yourself planning tool that lets marketers, especially small ones, plan, create and execute ad campaigns across the network. Ad Age sits down with Battelle and discusses the story of Federated Media, including the network's rev-share model, which he claims is "a better deal than almost every ad rep firm out there," due to high CPMs and a big split for its publishers. The network will stay small, he says, growing to no more than 150 sites in the next year. However, at 50 sites now, it already commands 70-75 million page views per month from a generally sophisticated, tech-savvy audience.

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