digiday

It's hard to argue that most content-based webpages aren't all that annoying, but there is a cost for access and there is a cost for this content that must be paid by the consumers. Whether this is a paid-subscription model to underwrite the profitability of the business or ad-supported as the model, consumers have to accept that advertising and pageviews are going nowhere.
Last week, comScore released a white paper titled "The Economics of Online Advertising," that looked at the state of online advertising. You may think that online advertising is the future, and that as media dollars shift to digital (because that's where the eyeballs are) that online will be able to better serve brands in terms of delivering higher relevancy with better metrics. It turns out, that after close to two decades since the first online ad was served, that our industry still has a ways to go.