I’ll definitely follow. Your vision is downright innovative. Love it. Thanks for the great answer, too. I’m subscribing to your feed.

You raise some great points.

One answer – price. We do not expect to be offering low cost inventory (for one thing we will be highly targeted which is typically 25-50% more costly than non-targeted – and often much more). Our thesis is that higher prices along with other filters to avoid the whack-a-mole type ads will also result in higher positive reception to the commercial messages which we do deliver (we will be doing both branding ads and click-to-action so the reception may not always be a click). Price is a filter both by a per-unit basis and by an overall spend. We do, however, plan on having capacity for very highly targeted (often local but not always) advertisers which will be somewhat more self-service – however we will monitor them carefully for deceptive practices..

Second answer – publisher partners and their users. While we will not be a customer facing brand, our focus is on the actual individuals who are presented with commercial messages we deliver – if their experience is not enriched by these messages then we are not succeeding. Keeping that foremost in mind means we will have many methods by which their reactions – and that of the publishers who are our partners – have a very real impact on the advertisers we work with – lots of negative reactions and we take serious action (at a minimum revise our targeting but we anticipate canceling campaigns which drift into whack-a-mole type territory).

Hope you come back and follow our progress!

thanks,

Shannon

-Bharad