Pay for Engagement Ad Model Raises Consumer Protection Issues

Let alone issues related to editorial independence.  Here’s an excerpt from the UK’s Marketing Week on what P&G is doing with the pay per engagement model (something we believe has privacy implications):

Brands are moving away from simple CPM deals and click-through rates. Indeed, back in September it emerged that Procter & Gamble was briefing media owners about a new payment model that would see publishers paid more for users that go beyond simply seeing the ads and sign up for newsletters, play games or watch videos, for example…It also means media owners having to work harder on the relationship between content and advertising… As publishers continue to struggle, the possibility of bringing significant brand money online is too compelling to argue about the conditions attached.

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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