“We were trying to think, what’s the most accountable thing you could do?” said Steven Kotok, president of The Week. “This is a way they can say when they buy The Week, they know it’s money well spent, because we’re guaranteeing it will be among the most effective ads they purchase,” Mr. Kotok said.
In contrast, television companies don't even guarantee advertisers that a viewer will even be in the room when an ad airs, according to the article.
I'm skeptical that such a guarantee will catch on with other media companies, since it's actual logistics still seem unclear.
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