Thanks to all...

[Ian Batten]

On 16 Apr 08, at 1423, James Firth wrote:
> Online advertising revenues have seen consistent strong growth and I  
> doubt
> ISP-centric profiling will alter that.  The money available is  
> proportional
> to the audience numbers.  If they must use scattergun then the  
> online real
> estate is less valuable, but the money spent is the same.

This list could profitably use an advertising wonk.  You're assuming  
that advertisers are in business to push adverts.  The agencies are:  
their profit is often partially taken in a commission on the spend.   
But the real source of the money is the product or service vendors,  
and the money available there is proportional to the size of the  
market and the efficacy of the advertising.  Advertising has to prove  
it's paying its way, that a pound spent on advertising gets at least  
1+epsilon pounds in marginal profit: otherwise, you should simply  
abandon the advertising and channel the saving straight to the bottom  
line.

>
>
> The amount of money available remains the same but real estate in  
> theory
> becomes more valuable
>

The amount of money may increase if, say, targeted advertising means  
you don't need to visit trade shows any more.

> (Phorm's argument - fewer, more relevant adverts).
> But what happens to the freed-up page space?

Perhaps it goes empty.  That's not the ISP's, Phorm's or the agency's  
problem.

ian