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Comment by pjc50 | Hacker News Reader

Apparently the reason they're loaded separately in the first place is fraud detection. Bundling it into the page provides no easy way of independently verifying impressions.

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That makes some sense. So if I understand the logic, loading the resource (perhaps executing some js) = verified impression. Its interesting because it seems like you could come up with some sort of phone home to the original contents domain to validate the ad loaded as well. So it sounds like the real innovation here is going to be figuring out a way to validate impressions through the content sites. It doesn't seem much more difficult than going to the independent directly but can't say I have a super obvious solution in hand. With that said, I can think of at least a few ways it could be done and in fact might have some interesting incentive changes for that industry. Seems like a big opportunity.

This can be done with Pay per action and referral links

such as site X has sent us 1000 users and 10 of those have signed up so we pay them for these 10 signups/purchases whatever

interestingly amazon are the leaders here...

Theoretically, you could shift the responsibility of displaying ads and tracking users to the publishers, with requirements to publish back to the ad networks granular information about every impression. The ad networks could then check for cheating by randomly accessing the publishing website to make sure all the requests are reported back by the publishers.

Right, its basically just inserting the publisher as a man in the middle and coming up with a decent enough validation scheme. And I don't think the current system is perfect, so the bar not be any higher - seems like right now its easy to fake impressions with scrapers/virtual devices etc.

Indeed, there are many things that could be improved about the current system. I am personally hoping that the uptake in ad blocking software will lead publishers to diversify their revenue streams and find better ways to monetize their content. Companies like Blendle are making great progress in that direction and I hope we will see more innovation in that space.

Or shift the responsibility for displaying content onto the ad network! At least the page might load more quickly if Google are serving it.

The Facebook Instant Articles thing is in a good position for this. Move content to special-purpose browsers controlled by the company serving the ads.

This inversion seems likely to be the way it goes. Networks buying content (TV model), rather than publishers buying ads (newspaper model).

People keep trying to start paid-for publishing networks. Maybe Netflix will start reaching out to prominent youtubers and take them on as series? Maybe Reddit should find a way of giving "gold" to the link target of a post as well as just commentators?

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