CPC FTW?

“The basic paradox of the Internet can be framed very simply: The very platform that makes advertising both more relevant and more measurable is the same platform that longer-term will challenge and ultimately undermine the basic role of advertising in communicating with customers”

John Hagel, a long time ago

I try to keep that in mind at all times. But the big questions are when and how. If it really goes the way David Koretz claims it has to, we’re closer to this than ever. Because CPC sure as hell will not save publishers, no matter how hard they try at generating clicks. You can’t just ignore the fundamental difference between a click on a search engine and a click on another web site. The context of clear intent is simply not there. In order for publishers to harvest intent the way search engines do, they’d have to create applications where consumers manifest it. Otherwise we end up with CPC punch the monkey ads.

It is also possible that the web consumed in a web browser is doomed to become the cesspool of digital advertising, while other digital distribution channels (like the rumored Apple tablet) will be where  advertisers pay the premium.