moTi - 1:50 am on Apr 1, 2010 (gmt 0)
if they don't act all too dumb, i think some movement in this direction could actually pan out.
i am one of many publishers who has blocked google image ads because of the ridiculously low ad quality and the ridiculously low earnings. doubleclick is a disaster. i would gladly welcome any other non-crappy ad network as an option.
text ads and display ads are completely different markets. it's contextual information vs visual impact. clicks vs branding. if you offer freeriding opportunities for one player, he will use them to his own advantage, thereby destroying the marketplace. this is what happens with doubleclick.
image ads are branding and clicks. depends on how you design them.
a) you balance only the clicks, the advertiser will optimize his inventory to do branding for free
b) you balance only the impressions, the advertiser will optimize his inventory to take as many clicks for free as possible.
the publisher gets either a) nice ads for nothing with a lousy click rate or b) crappy ads with call-to-action
when the advertiser isn't charged and the publisher isn't credited the clicks and the additional branding part, display ads will not work, period. is it so hard to understand for the geeks at the plex?
as long as the techies at google don't realize that it makes no sense to let image ads compete with text ads in one and the same auction model, there is a fair chance for a competitor with better marketing skills to invade the display ad market with a separated auction model to adequately reflect the greater possibilities of this advertising form.