The Open Agenda

Another nail in the coffin of CPM – good!
A few points I would like to add:
- The answer my friends does not lie in less formats or bigger formats.. That’s not a creative solution; in fact it’s rather lazy.
- The answer lies in what we use display for. We need to change both the context [...]

There’s been a lot of buzz of late concerning Display advertising. This has been going for the past 18 months or so but it does seem as though this time the tone has shifted somewhat, to the point where we have 2 distinct schools of thought: People who believe display is doomed and people who [...]

The WSJ has posted a timely article on the future of online display ads.
In line with our sentiments – the futures looks like new formats and new ways to price them. Out are impression-based models (CPM) and in are performance-based pricing models.
Read my comments below.
All I can say is – about time!
I have to [...]

Online Display Ads are doomed.

Over at Businessweek, Ben Kunz keeps the debating going surrounding online ad pricing models with his latest post “A Pricing Revolution Looms In Online Advertising”.
As in previous posts, Ben’s article focuses on the downward threat to pricing that demographic profiling and behavioural targeting technologies present.
Marketers can use these tools to reduce online ad costs dramatically. [...]

As you have probably heard, the European Commission is to file suit against the UK after government officials failed to act against the controversial Phorm advertising system.
We already posted a few articles on this blog relating to behavioural targeting. Our stance remains unchanged. Behavioural targeting fails to address 2 fundamental issues:
1) It doesn’t not [...]

In this article from Businessweek, Ben Kunz discusses the impact of behavioural targeting on CPMs.
As always, it is our absolute pleasure to retort:
“Sounds a lot like the Emperor’s new clothes to me! There’s no doubt that behavioural targeting has a useful role to play in refining online communications – but let’s first take a deep [...]

Performance Based Online Advertising Pricing overtakes Impression Based models

Hi,
There’s a good post over on Big Picture on Advertising: How cheap does online display need to get?
See my comments to Simon’s post….