The challenge with today’s online marketing agencies is that they have trouble differentiating between the two. A website may have high traffic, but does it have a community?
SEO, SEM, site spam, content spamming has artificially created traffic to sites which otherwise would have no readers. To place ads on these sites is the same as traditional advertising plastering advertisements everywhere and targetting non-relevant eyeballs.
65% of advertising gets wasted. Its worthwhile spending some of the media budgets to properly investigate the media.