In traditional advertising models, like Overture and AdWords/AdSense, advertisers are not choosing the publisher with whom they are doing business, they are instead choosing keywords, context. These network disaggregate advertisers from publishers. But this is not so good for both publishers and advertisers.

Here’s the heart of Ross’s Transitive Advertising Model. Instead of advertisers buying their publishers/sites, they simply release their ads to a specific server. These ads are tagged with information supplied by the advertiser, like : who they are attempting to reach, how much money they are willing to pay, etc. Now, anyone who sees those ads can cut and paste them, just like a link, into their own site. Then these ads will report back every information to the advertiser. The ad propagates until it runs out of money, then it will disappears.

To know more about Sell Side Advertising Model visit John Battelle’s Post..

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