I think one of the saddest parts of the ad-model now is the lack of money making brands essentially ship off their sales departments to the programmatic companies - if they went back to a genuine, intent based, direct sales approach for advertising it wouldn't be as much of a shit show.
With newspapers, the news is backed up by the ad opportunities on the lifestyle content. After I'm done browsing the headlines, I can then go to the holiday section, and I'm getting holiday ads (which actually might be helpful), if I'm browsing the food section, I'm getting supermarket offers (which might also be helpful).
Browsing a modern news site, I might be reading an article on the latest terrorist massacre, but be being served ads for hats. It's this requirement to break someone's focus that's turned ads into such an interruptive medium. Tracking can be helpful, but without knowing the context the ad is being served in, the incentive is to be as invasive as possible.
It's why content marketing seemingly works - the "ad" (subscribe, join now CTAs within the articles) feels natural because it's complimentary to the content you're reading, not trying to fight it.
I'm not sure if it'll be them, but organisations like Buzzfeed or if NYT integrates Wirecutter more, might be on to the right model. Lifestyle content with intent based ads around them (with a higher CPM due to, assuming, a higher conversion rate), that supports the hard news side.
With newspapers, the news is backed up by the ad opportunities on the lifestyle content. After I'm done browsing the headlines, I can then go to the holiday section, and I'm getting holiday ads (which actually might be helpful), if I'm browsing the food section, I'm getting supermarket offers (which might also be helpful).
Browsing a modern news site, I might be reading an article on the latest terrorist massacre, but be being served ads for hats. It's this requirement to break someone's focus that's turned ads into such an interruptive medium. Tracking can be helpful, but without knowing the context the ad is being served in, the incentive is to be as invasive as possible.
It's why content marketing seemingly works - the "ad" (subscribe, join now CTAs within the articles) feels natural because it's complimentary to the content you're reading, not trying to fight it.
I'm not sure if it'll be them, but organisations like Buzzfeed or if NYT integrates Wirecutter more, might be on to the right model. Lifestyle content with intent based ads around them (with a higher CPM due to, assuming, a higher conversion rate), that supports the hard news side.