President of NBC Universal's (GE) Integrated Media Beth Comstock, spoke at Stanford University on "The Future of Advertising in Digital Media."
She said that the company is looking at ways to go beyond CPM metrics and rather is looking at a "pay for effectiveness" pricing model.
With that in mind, Comstock said that the they are developing a new system called TAMi, which stands for Total Audience Measurement interactive. The new system will provide tools where users can track where their content goes and how it is interacted with. Content will be able to be tracked across all the platforms content is offered on; like broadcast TV, the Internet, cable and wireless devices.
"We were based on a CPM model, and that was fine in the past, but ultimately we would like to be paid [for] advertising effectiveness," Comstock said. "It's about delivering the right message to the right person at the right time, and television doesn't do that now."
NBCU deals in place for online video distribution through AOL (TWX), MSN (MSFT), Comcast (CMCSA), MySpace (NWS-A) and a number of others.
Concerning DRM she said, "It's fun to think about [abandoning DRM], what would that mean, but at this point I don't think it's in the cards for the next couple of years. How can you create a business without some kind of content protection with economics around it?"
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