> best advertisement method for visitors and website owners
The problem is, they are not the customer -- the advertiser is the customer. The measurability of internet advertising is also its fallacy: while in traditional media outlets, advertisers just keep buying and buying "because our managers will fire us if we do not get the advertising slots before black friday", on the internet, advertisers discover that their ROI of black friday ads is very low and adjust their willingness to pay premium prices for them accordingly.
You forget the constraints that advertisers have been putting onto CPM based campaigns also: for example, frequency capping is a common targeting mechanism since the 90s: only show my ad 3 times to the same visitor within a 30 minute timespan. It involves a lot of cookie processing, session logging (think about race conditions when multiple ads are requested in the same pageviews, etc).
If you have 20 campaigns running with a decent frequency cap, you can get a LOT higher average CPM than otherwise (because advertisers get a certain guarantee of the amount of exposures / visitor).
Anyway, I'm all for disruption, and I've been the technical lead of an adserving platform for almost 10 years -- and I'm glad I had an exit and can leave the market behind me. It's complex, margins are extremely low, and you are only able to disrupt if you cater to the advertisers, not to the publishers/visitors. The things that are currently disrupting the market are only in the best interest of the advertiser, because hey, that's where the money is coming from. One of the more scary startups I encountered in the last months I was active was a startup that linked location data to visitor cookies -- buying "bogus" facebook ads to link a cooke to a location, and using that information as feedback for offline advertising (for example, how many people are able to see our billboard daily? how many people were in the football stadium when we ran our ads?). All kinds of red flags privacy-wise, but that's where the market is moving. Google is moving towards abusing their cookie (they have one big "super"-cookie both for advertising and gmail and search -- you cannot opt out of targeted advertising without opting out of gmail) and linking mobile location data with the cookie on your desktop.
Disruption on the publisher/visitor side is nice in theory, but I am very afraid it does not work in practice.
The problem is, they are not the customer -- the advertiser is the customer. The measurability of internet advertising is also its fallacy: while in traditional media outlets, advertisers just keep buying and buying "because our managers will fire us if we do not get the advertising slots before black friday", on the internet, advertisers discover that their ROI of black friday ads is very low and adjust their willingness to pay premium prices for them accordingly.
You forget the constraints that advertisers have been putting onto CPM based campaigns also: for example, frequency capping is a common targeting mechanism since the 90s: only show my ad 3 times to the same visitor within a 30 minute timespan. It involves a lot of cookie processing, session logging (think about race conditions when multiple ads are requested in the same pageviews, etc).
If you have 20 campaigns running with a decent frequency cap, you can get a LOT higher average CPM than otherwise (because advertisers get a certain guarantee of the amount of exposures / visitor).
Anyway, I'm all for disruption, and I've been the technical lead of an adserving platform for almost 10 years -- and I'm glad I had an exit and can leave the market behind me. It's complex, margins are extremely low, and you are only able to disrupt if you cater to the advertisers, not to the publishers/visitors. The things that are currently disrupting the market are only in the best interest of the advertiser, because hey, that's where the money is coming from. One of the more scary startups I encountered in the last months I was active was a startup that linked location data to visitor cookies -- buying "bogus" facebook ads to link a cooke to a location, and using that information as feedback for offline advertising (for example, how many people are able to see our billboard daily? how many people were in the football stadium when we ran our ads?). All kinds of red flags privacy-wise, but that's where the market is moving. Google is moving towards abusing their cookie (they have one big "super"-cookie both for advertising and gmail and search -- you cannot opt out of targeted advertising without opting out of gmail) and linking mobile location data with the cookie on your desktop.
Disruption on the publisher/visitor side is nice in theory, but I am very afraid it does not work in practice.