Rewarding ad quality would improve standards, says ad firm CEO
The standard of digital advertising would improve if the quality of the content were to be reflected in the price paid by publishers, according to Marc Guldimann, the CEO of Parsec Media. He said that making quality measurement – for example by time spent viewing – a part of the pricing process "creates an economic incentive" for improved ads, attracting higher quality marketers and resulting in improved experience for users. Guldimann cited Facebook's decision last year to include "time spent" as an indication of quality to support his argument. 
At a high level, the concept of media is pretty simple: publishers use content to capture people’s attention and, every so often, they loan that attention to an advertiser who runs a message against it. After the message is consumed (or ignored), the remaining attention is passed back to the publisher to begin the process again.

Marc Guldimann, CEO, Parsec Media

So how is that loan of attention between the publisher and advertiser monetized? In other markets, the price of a loan has to do with the credit risk of the borrower.