You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How Online Advertising Is Failing Content (And What to Do About It) Selling Ads Based on Traffic Will Always Yield the Lowest-Common Denominator By Tom Hespos, Published on January 14, 2011 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.