2 chapters across the catalog
John Spurlock questions how the PCDC would handle dynamic ad insertion and "exposure" metrics. Adam Curry discusses his experience with the Godcaster app and "App to Base" statistics, arguing that even with 10% of the market, they have enough power to challenge the "remnant crap inventory" of the dynamic ad business.
Adam Curry argues that while ad networks and agencies may fear real data, the actual companies paying for ads want the truth about what is working. He suggests that exposing the "bogus" nature of current metrics might actually cause CPMs (cost per mille) to rise as high-quality inventory becomes more scarce and valuable.
