Via Rick’s Blog: “What does transparency do? It educates. Education creates a bigger market with wider and deeper demand because they have a clear understanding and that is something to build on. But the way the system is set up, it rewards mediocre traffic while ignoring very potent traffic and not filtering out the crappy traffic.
So as long as you mix those 3 groups together, the entire online advertising community is not capable of taking advantage of this golden opportunity to steal market share from traditional media. They are stuck with mediocre traffic no matter what. Blind buying will choke online advertising. Scratching your head? What am I talking about? Let’s reverse things. Imagine buying time on TV and not knowing if you are getting Super Bowl time or 3AM bible music ads. IMAGINE how absolulutely INSANE that system would be!! How could you possibly build on that. There is no recipe. It’s Russian Roulette. Well welcome to OUR world of insanity. THAT is exactly what WE do on the online advertising and why so much of the $$$ don’t make it to the pockets of the domain owners who supply that traffic and why the demand is not as high as it could or should be for Google and Yahoo on top of the equation. That also suppresses payouts because it is all about supply and demand and the demand has never been what it should be because without knowing what you are getting it is impossible to increase your buys for most businesses. It’s basic stuff not rocket science. The result is easy to see when there is a flaw in the construction.”
Again, way ahead of the curve. Rick talks about traffic grading which is an essential part of how an efficient system would work. Must read!
Source: Posted on The Conceptualist by Sahar Sahid — Reprinted with permission — March 5, 2008