News for hackers. Stuff that matters.

A comment on How internet ads work. Parent comment

Re:How internet ads work by edmundsauto on Wednesday November 13, 2019 @12:44PM (#21527046)
What I don't understand is this -- when an article is split into 5 pages, sure there are 5x more ads loaded. But wouldn't they be worth 5x less money per impression, due to overloading the user? Maybe it's a nonlinear scaling -- 5x the ads is 4x the value. Or is it because these are "branding"* ads, and so nobody really measures the ROI on them?

* vs direct response

[ Parent | on HN ]
Re:How internet ads work by pc86 on Wednesday November 13, 2019 @02:00PM (#21528007)
How would "overloading the user" be quantified when buying the ads, though? Sure maybe you could calculate ROI from the ads like you mentioned, or track some other engagement metric, but by then you've already paid for the ads.
[ Parent | on HN ]
Re:How internet ads work by edmundsauto on Wednesday November 13, 2019 @06:31PM (#21530984)
It's a recurring purchase, not a one-time thing. So each month/quarter/year, there's a decision whether to continue investing in each channel. (These decisions are often not made well, but that's another issue.)
[ Parent | on HN ]