Why Publishers Need To Serve Fewer Ads

imageBill Day is the chief executive officer of ScanScout. Prior to joining ScanScout, he was the chief media officer of Marchex and before that was CEO of MeMedia. Bill co-founded About.com, and held the titles of CEO and president.

Call me crazy, but when I think about furthering online advertising, it always starts from a user perspective — and the current model needs some work.

Since the introduction of internet advertising, the relationship between advertisers and consumers has been a somewhat discordant one. Publishers intent on making money from site traffic clutter pages with ineffective, run-of-network and downright unsightly ads (think dancing hamsters and free IQ tests) just to make a few hundredths of a penny per ad. All the while, they are collecting valuable information from the audience through the use of cookies. There simply hasn