> Eventually the advertisers are going to pay for performance, That assumes that you can actually measure performance or attribution. This is far from a solve

> Eventually the advertisers are going to pay for performance, That assumes that you can actually measure performance or attribution. This is far from a solved problem. As such many publishers are reluctant to sell on this basis. Trivial rebuttal: User clicks on ad, buys product. Who's to say that ad caused the sale? Maybe they've seen that particular ad or a variant on dozens of different publisher sites. Or even better, maybe the true product awareness was driven by an offline interaction (billboard or word of mouth). In the general case, you simply cannot measure direct attribution or performance with any real sense of confidence.