So content sites are left only with impression-based display ads, haggling over CPMs without a meaningful measurement of their impact on generating purchasing intent.
cdixon: Why content sites are getting ripped off
This is why I’m really excited about the Neilsen / Facebook deal.
Facebook will be able to accurately measure how ads change intent, currently just on facebook.com.
This is yet another dimension where identity is so valuable. Knowing who you are means accurate measurement.
