Last week saw Internet giant Google try out a new product that allows users to see certain websites without advertising. After contributing $1 – $3 per month, they will be able to visit participating publishers’ sites and be greeted with a “thank you” sign where there would usually be a display add. However, publishers will not miss out on revenue as they will still be payed for the “hidden” impression, based on the amount that would have won the bidding on Google’s DoubleClick Ad Exchange.
This may prove to be a new way of funding content online, as an alternative to full dependence on advertisement or paywalls. What it means for advertisers remains to be seen, but a qualified guess would be that creativity and relevance will play an even bigger part in the overall marketing strategies for the years ahead.