(2002-09-13) e

John Robb on trust-based Advertising. The conclusion I reached was that traditional "eyeball" based advertising was dead. Customers want objective decision making tools to decide between alternatives and advertisers want to pay for acquired customers and not eyeballs. This doesn't work well if there are no "objective" criteria, or if the only "objective" criteria aren't very important to the buyer. The data can also be expensive to maintain.