Premium and Remnant Advertising
Mike really nails a great point around premium and remnant inventory. That is, there is basically no such thing. And rather, there are ‘premium’ and ‘remnant’ advertisers. I have to say I was nodding my head throughout the post.
The concept of supply in online advertising is rather fungible, given how ads can be targeted and how value tends to be tied to some sort of behavior (in search and display ads). The same page has different values at different times even if the same user is accessing it (maybe at one point in time they are looking at refinancing their mortgage and another aren’t looking to make any sort of purchase decision). So pricing basically comes down to the willingness to pay of different types of advertisers.
I really like the concept, although in my mind it’s a rather unsatisfactory finish and I am sure the idea will evolve more with time.
