| Web publisher here...the real problem is twofold: - Display advertising makes the web suck; while display ads fund a large share of general market content sites, from a purely technical perspective they kill site performance. - All major market participants suck equally, rendering no alternatives for end-users or advertisers to defect to; this inherently limits any incentive for real change. AMP / Mobile index (new development from Google) breaks the gridlock: divert traffic to sites who deliver a good (fast) mobile experience and (assume site owners are economically rational - we are) is supported by something other than old school display advertising. Solving the 2nd part is left as an exercise to the student.... Interesting enough, you can make a banner ad load really fast. Just host images on your site and load it directly from your server without all the tracking scripts and separate calls from your advertising network (plus others). Or go completely native and render text links in html. Granted, this requires you to actually market your content and merchandise an offer (affiliate marketing). Display advertising actually isn't the highest CPM option for a website; I did a study on small site auction data a while back and it was the lowest CPM model (admittedly, laziest to implement): http://www.marginhound.com/revenue-model-study-for-small-web... |