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Storytelling Ads, Peter Muller, and the Twitter IPO


David Carr, NYT, Storytelling Ads May Be Journalism’s New Peril, here.

When the guy who ruined the Internet with banner ads tells you that a new kind of advertising might destroy journalism, it tends to get your attention.

That’s not entirely fair. Joe McCambley, founder of The Wonderfactory, a digital design firm, helped build the first banner ad back in 1994. It was a much-maligned innovation that grew like kudzu until it had all but overwhelmed the consumer Web, defining its look and economics for years to come.

Now the new rage is “native advertising,” which is to say advertising wearing the uniform of journalism, mimicking the storytelling aesthetic of the host site. Buzzfeed, Forbes, The Atlantic and, more recently, The New Yorker, have all developed a version of native advertising, also known as sponsored content; if you are on Buzzfeed, World of Warcraft might have a sponsored post on, say, 10 reasons your virtual friends are better than your real ones.

Peter Muller, PDT Partners, here.

Peter Muller is Founder and CEO of PDT Partners and a Senior Advisor of Morgan Stanley. He received his B.A. in Mathematics with honors from Princeton University. Prior to joining Morgan Stanley in 1992 and founding PDT (Process Driven Trading), Peter was at BARRA, a financial consulting firm, for seven years. As a result of the Volcker rule, PDT Partners will be spinning out of Morgan Stanley at the beginning of 2013.

Peter’s published research includes work on financial optimization, mortgage prepayments and equity valuation models. He is a member of the Editorial Board for the Journal of Investment Management and has previously served in the same capacity for the Financial Analysts Journal and the Journal of Portfolio Management.

A member of the Board of Trustees for Harvey Mudd College, Peter has served as an Advisory Board member for MIT’s Track in Financial Engineering at the Sloan School and NYU/Courant’s Program in Financial Mathematics.

He is the co-founder and Chairman of the Investment Committee of Chalkstream Capital Group, an investment firm.

Outside of finance, Peter serves on the Leadership Council of the Robin Hood Foundation and on the board of Math for America, and has released two albums as a pianist/singer-songwriter. He also creates the occasional crossword puzzle for the New York Times.

The Epicurean Dealmaker, Go Ask Alice, here.

Well, Children, it’s silly season again. Yes, that’s right: Twitter just filed an initial registration statement (or S-1) for its long-awaited initial public offering. Confidentially.1 And commemorated it with a tweet on its own social media platform, of course:


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