To fix this, what we need is a teeny little forecast based on the history of access to each page that carries advertising. This data must be made available to the buy side of the exchanges. As with all forecasts, the input is history. In effect, we need a normative database of page and placement quality indicators, such as "How long does a consumer typically spend on this page?" Publishers would share the URL with the exchange ... but the exchange could protect them by keeping the domain blind to the exchange buyers. People know what quality pages feel like to the consumer. These pages are kinder and gentler, content-rich, useful and readable. They make for a comfortable, unhurried experience. These are the pages readers dwell on. These are the pages and placements advertisers would buy—if they could.
Ted McConnell