“free” lunch - how to make sure it’s really free (well almost)
Free is always good right? Not necessarily. So there is no free lunch right? That's not always true either. So what am I babbling about?
A practice quite common in the online media world is giving out free banner impressions. Publishers do this for various reasons. Sometimes they are not able to sell all banner inventories to advertisers and rather than running self promotion banners, it looks better on the properties if ads from real advertisers are shown. Other times they just like to under promise and over deliver so every time advertisers and agencies think they are getting a good deal.
So what's wrong with this you say? What's the harm in getting more exposure if it's free?
