(2006-11-07) Wilson Content Engagement

Fred Wilson on the variability of Engagement between viewer and content (and how it's decreased in Walled Garden-s). This isn't news to the Direct Marketing world. So, it's only a matter of time before Google (or a competitor) allows you, as an Advertis Er, to payer higher CPC rates to some channels than others based on your own evaluation of varying click-value. Note that Google can't measure this and re-price (although with Google Analytics maybe you could use some sort of WebBug as a proxy for greater value): it has to make its model a more granular Auction market so that each Advertiser can manage his own mix.