A flight to quality on the Net

Stephen Baker

Here's my last story at BW before vanishing onto book leave. I worked on it with Jessi Hempel. It's a look at the new measurement techniques coming into Internet advertising. The idea is that as advertisers get more information about the performance of their ads, there will be a flight to quality. I think it will affect everyone from big time publishers and blogs to search engines. The elite will make out like bandits while everyone else slugs it out in the commodity pit. (One point I didn't make in the story, for lack of space, is that commodities aren't always cheap. Oil's a commodity, after all. And as ads are measured more and more, they'll be judged on uniform metrics, much the way stocks are.)

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