Earlier quoted context omitted.
That's why you don't pay per click or impression. The newspaper/magazine model has worked fine for 100 years. I fully understand why advertising companies would be opposed to this, it's in direct opposition to their value prop. As a consumer, though, I don't want anyone who is not the entity I'm interacting with to know anything about me.
There is a reason why the news paper industry moved in the direction that they did. Or do you think they were forced to move this way? Measurement on the web can be more precise and allows to understand the impact of revenue, it's also vastly more distributed than magazines and TV channels of which there's only thousands or so for each while there are literally millions of websites. There's too much noise and fraud o…
I think you give too little credit to the intelligence of ad buyers. They can figure out if a web ad is working the same way they can figure out if a billboard ad is working.