Sign up to receive 5 free days of our daily summary for tech news.

Enter your email to read the full article.

Nick Petrie shared this article with you.

Already a subscriber? Log in here

Time Based Ads Fail to Take Off

A year ago, The Financial Times and The Economist made waves when they announced they would charge some advertisers based on how long readers spent on a Web page with an ad in view, rather than the number of people who saw the ad. It was a sign of hope for some in the online publishing industry, who saw this metric as a way to reward the sites that have a committed readership, and jumpstart a stagnant online ad market.

But the optimism for any significant change in the near term has largely faded. While those two publications have continued to offer time-based advertising for some campaigns, ad executives said they weren’t aware of any other sites that have adopted the metric. An executive with the Interactive Advertising Bureau, an industry trade organization, said that the metric hasn’t been widely adopted enough for them to even track how many publications use it.

What Is The Information?

Notebook b5103017ee163370a1667c9ce59ab0ef023875a17888105d26c185cadf31bb69

Daily news analysis

Every weeknight, we'll send you our reporters’ views on the day’s top tech news—distilled into one email.

Notes bb3aa5069205d702dda37fc71dc6f1c59df2310c4379304e9f1199f052af4884

Exclusive Articles

We broke it first. Receive original reporting, stories, and exclusives you won't read anywhere else from the largest newsroom in tech.

Conference calls c9e664e8b96ee347d3e92b8309938f268422b9db98cfabca5c826fbb75054b23

Conference calls

Go deep into areas like crypto and VC diversity—or get real-time analysis of breaking news—via conference calls with our reporters and other experts.

Events 499acedd16cffc41445edd76bfd302b2836c2a27419890f17130a6b10e2aa3df

Special Events

For no extra fee, subscribers get access to more than a dozen events yearly, from intimate dinners to larger gatherings with marquee speakers.

Access the best reporting on the tech industry read by tens of thousands of global executives.

Become a contributor

Share your views and find other subscribers by completing your profile. You’ll be listed in our contributor directory.

Org Charts

Access the only collection of tech company org charts. Our expanding database includes companies like Amazon, Snap, and Uber.

Slack community

Discuss topics and current events with our subscriber-only Slack group and share news about your company with other subscribers.

Share with your team

Subscribers can unlock any article and share it with friends and co-workers through a special share link.

Read this article for free

Nick Petrie shared this article with you.

Already a subscriber? Log in here

Recent Articles


For China’s Startups, New York Stock Markets Still Beat Hong Kong

By Wayne Ma

Uber/Lyft E-commerce

Uber Sees Strong Growth in Asia’s Food Delivery Market

By Juro Osawa and Wayne Ma

Crypto Uber/Lyft

Is Uber Cash a Crypto Play?

By Sam Lessin


Former Instagram Chief Kevin Systrom on News

By Jessica E. Lessin

The agencies aren’t set up to look at time as being valuable. I think everyone started to think of digital as a cheap way to reach a lot of people; that put the focus on the wrong metrics.