Recently, the Interactive Advertising Bureau (IAB) said it’s developing metrics and definitions for what used to be an intangible concept: engagement. It reminds me of the not too distant past when the once-intangible concept of marketing got the same scrutiny. Gone are the days when you knew half of your advertising worked, but not which half. […]

The IAB is, in a sense, trying to automate consumer engagement. At the next level is content automation. Like marketing automation before it, content automation is about to take center stage. It’s a new concept, and, like marketing automation in its early days, admittedly hard to imagine.

Basically, these technologies make it possible to read and organize each individual piece of content in an automated way that’s standardized (so there aren’t subjective differences in categorization) and reusable (so publishers can easily call up the best piece of content for other purposes).

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