John Battelle also has a great column over at Technology Review that puts forward an idea called Publisher Driven Advertising (PDA). It is an alternative to the traditional approach to advertising where advertisers hold much of the power in the relationship between audience, publisher and advertiser. John argues that with the interactivity of the internet that an alternative economy is emerging that rebalances where the power lies in this interaction.
Of course the recent trend in online ads has gone to pay-per-click (PPC) which John argues is the first step to moving to a PDA economy. PPC represents a significant shift where ‘the advertiser pays only when the ad performs—when someone clicks on the ad itself. Second, paid search networks “disaggregate” advertisers from publishers—that is, advertisers no longer purchase space on the publisher’s site but instead pay for keywords.’
Battelle takes PPC a step further and suggests that the next move to PDA could be something like:
‘Next, imagine that, instead of buying into PPC networks or specific sites, advertisers release their ads onto the Internet….