The past, present, and future of advertising on the web: this week Paul and Rich talk to John Battelle, who’s been, in Paul’s words, “an internet entrepreneur as long as there’s been internet entrepreneurship to happen.” They chronicle his long and varied career, including early days as founding managing editor of Wired, founding Industry Standard during the dot-com boom, the Web 2.0 Summit, successive iterations of online advertising and content marketing, and his current work at NewCo Shift, where he’s working change the way tech leaders think about the industry.

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