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There's non-interrupt driven advertising - product placement in tv/films, advergames, MochiMedia uses the downloading time at the start of Flash games to present ads etc.

When it comes to websites anything that diverts my attention from the page that I came to look at is going to interrupt me so I don't know if that's really a good criteria.

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Or it could be a schlep. Everyone could be doing it the wrong way, just like Google showing the best search result in 1999 was initially considered the wrong way.

Take the easy case of a consumer ready to buy something this minute. Say, they want a colorful winter jacket for men, and they are willing to pay anything for it.

Can they find it with advertising? Can they find it with search?

One goal of advertising for the consumer is that it helps them make a decision. Which of these X jackets should I consider?

Now, is being interrupted the best way to make a decision?

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