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Is your banner ad about to get “squished”?
"Squishing" is the sound banners make when consumers ignore them, publishers realize slim margins and advertisers achieve little branding. Said technically, the squishing sound happens when banners are supplied without qualitative differentiation across a market.
Wikipedia doesn't supply a definition for "squishing," but it does define commodity. Commoditization occurs as goods or services markets lose differentiation across their supply base -- often by the diffusion of the intellectual capital necessary to acquire or produce it efficiently. As such, goods that formerly carried premium margins for market participants have become commodities, such as generic pharmaceuticals and silicon chips and... banner ads.
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