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There's only one way to solve this: leave the loss to the advertiser. your agreement with the advertiser is: A) you have X page views, B) you will stamp those
by gcb0 14y ago
There's only one way to solve this: leave the loss to the advertiser.
your agreement with the advertiser is: A) you have X page views, B) you will stamp those page views with references to the ad.
you did 100% of your part. You delivered the page to the user, and you stamped those pages with the ad reference. Done!
if the user browser/system choose not to follow that reference, that shouldn't impact your revenue. at all. what the user does with the page you delivered is out of your control. it's out of the contract reach.
you delivered what you promised, you should get paid.
but of course, this will only make the earlier adopters of such position go broke while advertisers flock to other suckers. this will only work if the whole industry shifts fast.
this will make good content survive, and will make ads get better (as it will finally be it's own interest to do so) and lead to less user felling compelled to install ad blockers.
- AznHisoka 14y agoIn the long-term, this would only destroy the advertising business model. As advertisers realize their advertising dollars have a poor ROI (due to less eyeballs), CPM rates will decrease.
- Tichy 14y agoWouldn't it just cancel out? If you have twice the impressions but the same number of clicks, prices for an impression would simply halve?
- johntb86 14y agoI believe this is technically known as a market for lemons, and we all know how those turn out.
- greenyoda 14y agoThat's actually how ads on TV work. If a broadcaster shows an ad on TV, they can't guarantee to the advertiser that the intended viewer actually saw the ad: they may have muted it to make a phone call, fast-forwarded over it on their DVR, gotten up to grab a snack or go to the bathroom, or even changed the channel.
- gcb0 14y agobut on the TV you can't measure snack runs. on the web you pretty much can. and even if you can't, you can always pay a 3rd party company that says they can and then you can bail out the payment to the publisher because that 3rd party metrics said so.