"Fragment or be fragmented."
"We're moving from a world where the marketer or content owner drives the consumer to a destination to where the consumer is everywhere," he said. "What marketers have to think about is how they follow content around the Web."
NBC Universal yesterday said it would distribute content through a deal with widget company Clearspring. This would allow users to embed widgets with NBC video on their social network pages and blogs. CBS is aggressively pursuing the same strategy, setting up its CBS Audience Network that will pipe content through various digital platforms.
clipped from: www.adweek.com