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The Email Interview is honored to have Jordan Lieberman. Jordan serves as Managing Director of CampaignGrid, the country’s leading online advertising platform.
Previously, he spent five years as publisher of Campaigns & Elections Magazine. Jordan has written a few articles for Playboy Magazine since leaving C&E, including profile piece on the infamous James O’Keefe.
The Email Interview: Jordan Lieberman
BB: Where do you see the online advertising industry going in the next 5 or 10 years?
JL: It’s all about increasing online ad efficiency through addressability and optimization. Looking forward, we will have the computing power to affordably handle the data exhaust from billions of ad impressions and optimize in real time.
Looking at other companies in this space, they are two years behind CampaignGrid from an R&D perspective so I would expect that we are the first to develop more actionable information from our data exhaust.
You’ll also see a maturation of online video. In certain places, online video demand is exceeding inventory, which you don’t see for the display market.
BB: What is your take on web videos? Waste of time and effort or a must have for candidates?
JL: Must have, except for the smallest local campaigns. Nothing beats personal contact.
BB: Do you ever see political television adverting as obsolete? Why and when?
JL: You’ll still be relevant in a few years, Brent. Not to worry.
That said, media is increasingly fragmented because we’ve empowered consumers to choose how they want to watch and listen. Thirty years ago, one station was sticky because our parents were too lazy to get off the couch, walk over to the TV and turn the dial. We’ve removed the stickiness. And it’s not just television. It’s music, video games, even how we take and distribute pictures.
Thinking about your future as a TV guy, you should differentiate between creative and media buying. Good creative is always going to be important. Traditional media buyers are won’t last much longer if they don’t learn to deal with an increasingly diverse array of choices, and to differentiate between addressable media and junk. If your media buyer doesn’t understand the Internet, fire him or her immediately.
BB: You spent some time with James O’Keefe while writing his profile for Playboy Magazine. What else can your tell us that didn’t make the article?
JL: The original profile took about six months to write and was twice as long as what Playboy published. Playboy’s fact checkers are relentless and a handful of sources weren’t crazy about going on the record. We knew about the NPR takedown a few weeks before James released it but had to leave it out because the timing just didn’t work.
James is incredibly smart, but it’s not necessarily the kind of intelligence that allows one to develop a sizable pool of friends you can trust. There’s a large trove of unpublished interviews from his hangers-on that provided some great insight to how he could veer back and forth between historic accomplishment to spectacular failure.
James’ relationship with a mutual friend who prefers to stay out of the news was supposed to end the profile but we ran out of room. I would have been happier to see her acknowledged:
(Unpublished excerpt from Playboy article )
James’ secretive work wife – the girl who really believes in James the shy, decent ideologue and not James the celebrity performance artist- predicts, “he’ll write a book, recruit people to expose corruption, but for the most part be a family man. He’ll be wonderful to his wife and children.” The last time I saw the two together, at my office in Washington, she looked at him and sympathetically delivers the faux Latin phrase, “Illegitimi non carborundum,” which roughly translates to “don’t let the bastards wear you down.” James smiles.
They look right together and he knows it. She’s the girl James should marry once he figures out how to talk to girls. She swears it’s strictly platonic. I suggest she’s the only person who cares about him. They both turn junior high school red and walk away, stage right.
BB: As you may know, I like to eat. Next time I’m in Washington D.C, what awesome restaurant are we hitting?
JL: Hard Times, extra malt vinegar. That would be a step up from that shi**y breakfast you took me to last time.