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Why hasn’t this happened
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I wish ad-supported services could look at my average usage (# of pages I’ve viewed, ads I’ve seen, etc), and give me an option to directly pay them the same amount they would have charged the advertisers for my slice of views/clicks/etc. No ads for me, they get paid. Win win.
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because it would require a massive amount of investment to implement, would be devilishly difficult to get right, would remove the most attractive ad targets, and most people wouldn't pay. It's hard to think of an investment that makes less sense at scale tbh
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The one way to solve this is for the ad network itself to build it and treat the user's credit card as the top bidder in the auction. This is how (the old version of) Google Contributor worked. Of course, it only really fit into Goog's overall organizational strategy as a PR move
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Xerox has a product called print market port that used reverse auction ceiling price set by enterprise customer. Print shops could underbid but not over. That could work here as a direct auction with consumer resetting a floor price periodically. Overbid to sneak your ad through.
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Give up all-or-nothing orientation basically. You eliminate as many ads as you pay to eliminate, but ads that really want your attention can bid more for it than you yourself do. Fixed subscription model does this but one-size-fits-all, pricing all attention the same.
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If I pay $10/mo, and read 1 article a day, site estimates my extrapolated attention self-valuation at 30c/article and displays this to both me and advertisers. Advertisers who pay > 30c/impression get through. If I start reading faster my valuation drops and more ads get through.
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That’s an efficiency detail for a pool of bidders bidding for the same thing. It is not a way to align incentives of buyers and sellers. I’m talking about a seller reserve price and a buyer ceiling price acting together. You can add second price mechanism to buy side, sure.
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I think this could work and the decision fatigue problems are solvable. The bigger problems are 1) not enough people want to pay 2) those who do are motivated by not wanting to be tracked and animus towards the ad duopoly itself, which this whole piggyback model doesn’t solve
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The nice thing is this just reduces to regular model if nobody pays, and advertisers get unfettered access! And it only needs to work well enough for subset of users/advertisers who care 😎 It’s basically a pay-to-unblock and blocker controlled by both readers and publishers
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