Chas Edwards is the CRO and Publisher for Federated Media, the author driven ad network founded by Boing Boing band manager and Web 2.0 proponent John Battelle. I always thought that Federated was an interesting company because they had a focus on talent, not just page views. In fact, many of the small bloggers I featured in my book back in 2003/2004, ended up web celebrities and Federated clients.
Federated Media is an online media company that pulls together the leading independently-published websites (such as Ars Technica and PROTRADE), blogs (such as Boing Boing and Dooce), social-media sites (such as Digg, Newsvine and Metafilter) and video podcasts (such as Diggnation and Ask A Ninja) into portfolios or "federations" of properties reaching similar audiences. Each site and video producer is hand-picked for quality, influence and reach so that brand marketers can do business with FM-affiliated websites or video programs with the confidence that they are associating their brands with quality content, marketing themselves in relevant and safe environments, and doing so with a high degree of scale and marketing efficiency
Somewhere in the range of 500,000 websites have joined Google's AdSense network. Even a smaller ad network like AdBrite has more than 20,000 sites. FM has just over 100. Because many of those sites (say Digg or Instructables or Boing Boing or AutoSpies) attract large audiences, FM can provide marketers with scale — visitors to those 100 or so sites view nearly 400,000,000 pages per month.
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