Now, I am a strong supporter of this model, as it will allow us to compare ourselves, on an even basis, to the other forms of media that are in contention for ad dollars, but we need to be careful we don’t over-complicate the issue, which is something that our industry has a tendency to do. The Internet ad industry suffers from the “hydra solution” problem where we tend to remove one issue only to replace it with five more. For example, 1998 decreed the “death of the banner” and now we have more than 1700 different ad sizes in use online according to a study presented last week at the summit (how’s that for “standards”).
If the industry moves away from the impression model, then we need to be clear and simple about where to go. Here are my simple three recommendations:
It can be as simple as that if we all agree to move in the same direction.
How long will this take to implement - hopefully not long? This will require some manipulation of the inventory management systems and reporting systems in use by the publishers and ad-servers but it certainly sounds as though the industry is in agreement that we need to get this done quickly.
The stage for talking about this is quickly turning to action, so please be sure that your company is paying attention and getting involved. This is the issuance of a challenge; if you feel that this industry needs to evolve and make changes in order to acquire a larger section of the ad-pie, then stop talking and start doing! Don’t sit on the fence and hope that things will happen. Take the bull by the horns and get moving!
Lets all work together to simplify the issue and not make it more difficult.