Indulge me for a moment.

The internet can be expressed as a mathematical formula:  Users (33%) + Content (33%) + Advertisers (33%) = The Web (100%)

Users provide the eyeballs that attract Advertisers; Advertisers spend the money that funds the Content; Content provides the entertainment attracting Users.  They all equally contribute to The Web, but all must advance individually to spur any advance in The Web. 

Blogs, social networks, media sharing, and other content-management platforms have advanced Content to Content 1.1, and increasingly savvy Users mastering content-management have evolved into Users 1.1.  Advertisers, on the other hand, still cannot effectively spend the money they dump into online marketing campaigns.  Projections indicate online advertising will reach $30 billion in 2008 on campaigns that, instead of enticing us, frustrate the hell out of us.  There are surely a number of online ad execs near a budgetary breaking-point, and I wouldn't put any faith in online marketing growth until Advertisers jump the curve. 

Right now, the true math looks like this:  Users 1.1 (33%) + Content 1.1 (33%) + Advertisers 1.0 (30%) =/=  Web 2.0 (97%)

Oh so close!  And once advertising makes the jump, sites will see a revenue boom which, in-turn, will fund development and inspire innovation.  Marketers are the catalyst for The Web's critical mass, but they'll continue to lag until they stop searching for the right messenger and instead perfect the message.      

By pure chance we stumbled across a solution so obvious that it was hiding in plain sight; Brand Jury is that solution.  We beat the e-marketing community because we're not part of it; we are Users 1.1, and we know there's a black swan in beta.  We love Web 1.1 because at the very least, it gives us stuff to do at the office, and we lament advertising's ugly effect on our online world.  We built BrandJury because we want The Web to shed its weathered skin and emerge a shinier, sleeker, and much much cooler Web 2.0.

So what is Brand Jury?  In short, it's a "web 2.0" site that seamlessly weaves advertisers into the experience, instead of rudely imposing themselves onto it.  Our ideas sail north while the rest of the fleet sails south, so you may need a couple of days to let our model sink in.  You'll likely want to know more, so stay tuned as we lay it out.

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