first, there was a concept of banner blindness; site visitors ignoring banner ads due to the overwhelming volume (of irrelevant offers, images, etc) that one is exposed to.
next, the display ad landscape evolved quickly, frantically, strategically...but not necessarily in the future interest of the customer.
retargeting and behavioral targeting became must-haves. cookie my visitor, serve them ads when they leave the site, assume that browsing=buying and charge the advertiser a % for every sale delivered.
the model supports networks in serving as many ads as possible, in order to cookie as many potential visitors...in order to re target them...in order to make money.
this means that if an ad is served below the fold (or as long as the code is fired), someone is still cookied..forget about whether or not the ad is relevant, it is just a matter of getting them to the site.
enter solutions like a RealVu.net and mediaforge.com that allow for accountability and paying only for 'viewable impressions' or when there has been a deeper engagement (hover, scroll, etc) than just the ad being served.
interested to see what effect/affect may be caused due to these sort of solution.
i would expect premium pricing within ad networks for this above the fold (ATF) inventory..but can it be done via networks with scale as well?
does it mean that BTF inventory begins to shrink even more?
overlay this into social and mobile applications (that can track this today)...does the smartphone/ipad app then help eliminate the ATF/BTF conversation?
we shall see
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