MarketingSomeone who uses the internet daily

When I am reading or watching something, I want to get through it, so I am not fighting the page I am using.

Khi tôi đọc hay xem một thứ gì đó, tôi muốn đọc được cho hết, để không phải chống lại chính cái trang mình đang dùng.

Job context

Pop-ups cover the content
High
And the close button is deliberately small.
Root cause: Advertising is measured in impressions rather than in experience
Pages load slowly because of the advertising
High
Light content on a heavy page.
Root cause: Each advertisement pulls in code from many parties
One advertisement follows them everywhere
Medium
Including after buying the thing.
Root cause: The system does not know whether the purchase happened
Content and advertising are hard to tell apart
Medium
Paid articles look like ordinary ones.
Root cause: Advertising performs better when it looks like content
Blocking advertising locks them out of some sites
Medium
So the choice is between two unpleasant things.
Root cause: The site has no revenue besides advertising

A solution is not the same thing as a product, a customer can hire a behaviour or a workaround too.

Install an ad blocker
Product
Immediately effective, cutting the revenue of the site being read.
Pay a subscription to remove advertising
Product
Solves the problem, and nobody can subscribe to twenty sites.
Use the browser reading mode
Product
Extracts the content and breaks on many sites.
Endure it and scroll past
Behaviour
What most people do, teaching the trade that this is acceptable.
Leave sites that are too aggressive
Behaviour
The only signal a reader can send, reaching nobody.

Advertising is bought and sold by the impression because impressions are countable, while what determines value is real attention, so every optimisation pushes toward showing more rather than intruding less.
Why existing solutions fail: A site that shows fewer advertisements loses revenue this month while the benefit, readers returning, is diffuse and unmeasured, so the internal comparison always favours more.
Potential opportunity: Trading on measured attention rather than impressions, so being less intrusive becomes profitable.
There is free with advertising and there is an annual subscription; the middle, paying a small amount for the one article being read, is sold by nobody.
Why existing solutions fail: Processing a very small payment once cost more than the payment itself, and even as that cost fell, habits on both sides had formed around the two extremes, so the middle stays empty though the technical barrier is gone.
Potential opportunity: One pooled payment across many sites, divided by what people actually read.