Transparency has emerged
as the key issue for 2008. T.R.A.F.F.I.C. tackled the problem in session after
session. Change won't come easy but it will come. A set of standards are now in
play and has wide support.
What does transparency
do? It educates. Education creates a bigger market with wider and deeper demand
because they have a clear understanding and that is something to build on. But
the way the system is set up, it rewards mediocre traffic while ignoring very
potent traffic and not filtering out the crappy traffic. So as long as you mix
those 3 groups together, the entire online advertising community is not capable
of taking advantage of this golden opportunity to steal market share from
traditional media. They are stuck with mediocre traffic no matter what. Blind
buying will choke online advertising. And I have yet to even mention a word about separating social traffic from commercial traffic which is a huge factor. Scratching your head? What am I talking
Let's reverse things. Imagine
buying time on TV and not knowing if you are getting Super Bowl time or 3AM
bible music ads. IMAGINE how absolulutely INSANE that system would be!! How could you possibly build on that. There is no recipe. It's Russian Roulette. Well
welcome to OUR world of insanity. THAT is exactly what WE do on the online
advertising and why so much of the $$$ don't make it to the pockets of the
domain owners who supply that traffic and why the demand is not as high as it
could or should be for Google and Yahoo on top of the equation. That also suppresses
payouts because it is all about supply and demand and the demand has never been
what it should be because without knowing what you are getting it is impossible
to increase your buys for most businesses. It's basic stuff not rocket science. The result is easy to see when there is a flaw in the construction.
I URGE folks to start
thinking about grading traffic. Having transparency. Having Google and Yahoo
and PPC providers cooperating because as I illustrated above, the current
system is insane. It makes little sense. It is world's better than impression
based advertising but it is not good enough to compete with traditional media
for the long term and actually get those dollars that can be won over sooner
rather than later.
We have mediocre traffic
for a mediocre system because we mix all the laundry together and have yet
to learn to separate the colors from the whites, from the stuff covered in
Sh*t. The space will never evolve to its full potential until things like this
are understood and addressed. Not all traffic is created equal. Not all TV ads
are created equal. Not all magazine ads are created equal. The blueprint is
already in place from traditional media. Some of that blueprint may be
obsolete, but much of that blueprint for magazine circulation and TV ratings is
waiting to be deployed in what we do. Buyers need to know the 'Source' of the traffic they are getting and the system should be transparent enough for them to see. So when we talk about 'Transparency', we are talking about it on many levels. Domainers have a responsibility. Monetizers have a responsibility. Google and Yahoo and whoever shows up next, have a responsibility.
Have a GREAT day!