No, ChoiceStream CEO Eric Bosco was not trying to convince me of the virtues of artificial lawns.
Instead, he was making an argument that today’s digital advertisers need to re-assess the problems of ad viewability and traffic fraud. It’s a cost-benefit game, he is arguing, and many advertisers are missing the big picture.
“As an advertiser,” he told me, “you should be worrying about [questions like,] ‘for the amount of money I’m spending, am I getting results that move the needle?’
ChoiceStream’s ad platform has a foot in the worlds of both impression- and results-based advertising. It delivers campaigns that produce an agreed-upon number of ad impressions along with a specified number of actions, such as 20,000 impressions with 1500 hotel room bookings obtained at such-and-such a cost for each booking.
The “crabgrass,” a metaphor I had suggested, represents the hurdles digital ads commonly face so they will be seen by … you know … actual human eyes. It is marring the field on which digital ads are sown.
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