I talked with Parsec Media CEO Marc Guldimann about how his company uses time-based ad sales to improve the mobile display ad experience for consumers while also increasing value for advertisers and publishers.
His key point is that advertising is not a zero-sum game. When ads are more pleasant for the audience, publishers can actually increase ad load and generate more revenue. In short, when ads are higher quality, everybody wins.
Parsec's model is a great demonstration of how changing the metric used to define success can completely shift incentives and outcomes.