I’ve often written about the possibilities offered by the arrival of consolidated players in the value chain of advertising in the broadest sense, but rarely on the current business model that revolves around the purchase of space and CPC, CPM, and CPA.

I do not like the academic models that explain how it is possible to imagine new business models, but did not say how to practice.

The crisis in traditional media like newspapers, television or radio can not be explained only by falling advertising revenues on their support “business” Background: “Selling advertising space in the content, but also trying to replicate the same business model on the internet.

It is an error strategic encouraged by online advertising agencies and traditional digital historically relying on the same model.

Yet the difference is vast between a tabloid newspaper and a website providing the same information is that the paper is limited in space by the number of pages, while the format web / mobile is unlimited.
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