I have been doing some research regarding an upcoming online media buy and am becoming increasingly frustrated by the numerous models that sites use for selling their space. Specifically, I have been researching the online outlets for newspapers and TV stations (many of which are Sioux Falls marketing channels). Pay-per-click, cost per impression, cost-per-thousand, weekly rates, monthly rates, buy this/get that - there seems to be a lack of universal standards developing in online advertising models.  I guess the reason is obvious - those with higher traffic can monetize that traffic, while those with lower traffic can only attempt to monetize their brand, targeted audience, etc. Different sites, different types of visitors, different models. Unfortunately, it ends up being a big mess for the advertiser.

I can't help but wonder when performance based advertising will become the online advertising standard. It's Google's PPC model, and it works. You have to assume that (in most cases) advertisers are developing online ads in order to spur some action.  That being true, a performance based model provides the ultimate win-win for both advertiser and vendor. Plus, I wouldn't have to juggle 30 different online rate cards, all with different pricing structures, all geared towards lining the pockets of the media outlets vs. doing what's best for the advertiser.  The power of online marketing is targeting (compared to blanket media buys in radio, TV, print, outdoor, etc.). However, when online inventory is sold the same way as offline, you are stripping away what makes it great.