ClickZ: What Can Fix the Broken Digital Ad Model?

In an opinion piece on SkipIt, Dax Hamman shares how our new service helps publishers fix the current broken ad model and adds value to all parties in the ad ecosystem - consumers, publishers and advertisers.  According to Dax, SkipIt will need to overcome a couple hurdles, but in the end, SkipIt has the potential to positively impact other areas of online advertising besides the video space.

From the article:  Digital advertising is still in its relative infancy, primarily fronted with 40KB ad units that consumers can choose to click or ignore, but rarely engage with. And while we continue to make them more relevant with data-backed buys such as search retargeting, consumers still see plenty of ads that are meaningless to them. The irritation reaches its peak for me with the :15 or :30 pre-roll video ad units - and my frustration is so high that when I ran an agency media team I (rightfully or wrongfully) refused to subject consumers to these pre-rolls that prevented them from getting to their content.  Continue...