Experts in our field have asserted that the death of the "page view" is near. This brewing consensus is heated by the adoption of a new Web development technique called AJAX. This approach allows Web sites to bring forth newly requested content to the reader without reloading the page. It's a pretty cool-looking user experience and if adopted on a wide scale, could trigger the start of the second implosion of the dot-com publishing economy.
The clearest, most logical model of online marketing must center on the consumer. However, the models used for online marketing have, by and large, been developed by and focused on the needs of the publisher. Consumers have suffered while marketers have made out the best they can. Today, however, publishers are bowing to the market, and cost-per-action (CPA), a model that puts consumers first and marketers close behind, is poised to make a major impact.
Business is booming for online media companies, but agencies and advertisers can tell that we are straining to keep up with the growth. We can't maintain our growth trajectory unless we find ways to improve our client relationships through effective sales and finance support, and leverage good operational practices that allow us to save time in our end-to-end workflow.
When a new media technology emerges, an older one starts its decline. Graves for the VCR ("May it rest in peace and its clock stop blinking"), eight-track players, and all of those laser-disc players lie side by side -- all pushed into the ground by newer technologies.
Google has been selling advertising for five, maybe six, years, while NBC and its network brethren have been doing it just a bit longer. And yet now the former is going to show the latter and their cable cousins how to do it better? Television executives, please, if you are listening -- just say NO to the tempting offer of allowing Google to "help you" by selling your unsold inventory. This would be a catastrophic mistake and I can explain why.
Google has been selling advertising for five, maybe six, years, while NBC and its network brethren have been doing it just a bit longer. And yet now the former is going to show the latter and their cable cousins how to do it better?