ClickZ: How to 'Fix' Online Advertising, Part 2
Below, two possible directions, both of which address the following:
Media costs are too low to support the industry. The widely accepted solution is conversion to reach-and-frequency-based media buying and selling. There's no way to implement this today due to technical barriers.
Discrepancies between site-side and third-party ad servers are too high. Both proposals remove serving duplication by the publisher and third-party ad servers. Only one counts impressions.
Inventory control systems are too unpredictable. My proposals make this more predictable by streamlining inventory control system function and selling by audience as opposed to general volume.
