[heroh]

this puts you outside the reach of big ad $, which is moving towards programmatic buying and serving retargeting ads.

You may be able to link up to a big player, but hosting things yourself will require quite a bit of overhead and they pay off may not be worth it, unless you're getting substantial volume (or appealing to a very targeted audience)

btw, traditional display ad CTR is rubbish from an advertisers perspective and we all want to go all in on programmatic + retargeting.

[mahranch]

> this puts you outside the reach of big ad $, which is moving towards programmatic buying and serving retargeting ads.

Not if the big ad companies (google's adsense) create a plugin or program that serves the ads up locally instead of making obvious 3rd party calls to their own networks. I suspect they're working on such a plugin as we speak.

[heroh]

I don't think Google's looking to decentralize in any way shape or form. If anything, they want to know more about a viewer and will be actively fighting to prevent decentralization... especially as it'll break a lot of reporting that advertisers expect.