Is Digital Advertising Ready to Ditch the Click?

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By: Michael Sebastian | Advertising Age

It was a was a throwaway line on the 50th slide in a PowerPoint deck. But that seemingly innocuous bullet point — “Time as a currency to trade?” — stands to upend the digital-advertising industry.

In March 2013, Jon Slade, commercial director of digital advertising and insight at the Financial Times, presented the idea to the paper’s Asia sales staff. Next month, the London-based paper will roll out ad rates based on time rather than impressions, charging some advertisers by the number of hours their ads appear in front of targeted groups of readers.

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