Advertising today is consumed by three questions. First, from the advertisers’ perspective, how to reach more eyeballs at the lowest cost. Second, from the publishers’ perspective, how to preserve ad revenue in a world of falling ad prices. Third, what new metrics to use in a world of digital advertising, social media, and hypertargeting. These questions, and the mindset behind them, add up to the Content Trap. View customers as eyeballs to send messages to, view advertising as a business to be preserved at all costs, view digital advertising as the next big thing, and you’ve been ensnared
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