The economics of "free"

07/1/2009 | Advertising Age (tiered subscription model)

If ad-supported online media is to be sustainable, writes BlueKai CEO Omar Tawako, publishers and consumers must agree to a new "contract" in which content is underwritten by data-driven advertising in the form of anonymous behavioral targeting. "A consumer can always opt out of targeting, but if everyone does, the advertiser can also opt out of subsidizing the content," Tawako writes.

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