The Ad World's New Reality

摘要

Journalists prefer to think about their stories. It's their job, after all. It's also a nice escape from reality. I once heard Arthur Sulzberger, the publisher of the New York Times, recommend that his reporters sit down with an engineer to learn about the digital world. I would suggest journalists have lunch with an ad guy, too (perish the thought). If they did, here's a bit of what they would learn about the changing online advertising business: Ad Viewability: Only 5 out of 10,000 readers click on a display ad, but at best only 70% of Web ads are seen in the first place, as defined by an industry requirement gaining momentum that 50% of an ad must be in view for one second for the marketer to pay up.