August 31, 2011 by Andrew Schneider
When I first heard the term, “super cookies,” I had to avoid writing a column that made a bunch of cheesy food clichés. So, without using words like “delicious,” “edible” or “over-cooked,” I’ll try and address this issue.
What is the old saying about capitalism? It will destroy all that is holy? Is it that difficult for a wider audience to understand the immense pressures on websites to deliver those clicks that advertisers demand? I have a YouTube account like everybody and, like many, I was invited to “monetize” my videos. Curious, I agreed and haven’t seen a check yet. That’s probably because no one’s clicked on the ads.
The pay-per-click model is a much higher performance bar for advertising placement than the historic one and as long as some clients stick to it, websites are going to use every tool they can put their hands on to serve up relevant ads. Clearly, with the super cookies today, we’re seeing the rise of the thought-sensing artificial intelligence of tomorrow that will ultimately seize control of the world. It’s inevitable.
But you can pass some of the time leading up to their conquest reading our latest issue of SCREEN. We’ve got some great features in it starting with our cover story, Hot Creative Teams and Where To Find Them. We delve into the complexities of the work spouse relationship with teams at Energy BBDO, Ogilvy + Mather, both recent winners of the S.C. Johnson account and GSD+M. It’s on page 12.
Kevin Jeong delves into the secrets of live production in our Extreme Close-Up. “Tools of the Trade” is on page 8.
For a preview of the Toronto Film Festival, turn to page 10.
Dan Patton interviews writer Irvine Welsh and talks about his past work like “Trainspotting,” while exploring the new project “Ecstasy.” It’s on page 20.
Directors – want some good apps? Our guest columnist Patrick Lewtschanyn profiles some of his favorite “Apps for Directors” on page 22.
Film School Confidential’s latest installment by Karen Loop, “Eddie Is Sad,” is on page 24.
Of course, our latest and great “Who Reps Who” list, the last for 2011, is in this issue. Find all the deets from pages 26 to 30. Last but not least, our regular columnists weigh in: Dan Patton, page 23 and Mike McNamara, page 25.