Interesting study. Would the revenue from placement of ads go directly to the Treasury?
The study mentions a couple of times that, to stay within GSA requirements on use of .gov URL’s, they redirect to .com sites for pages that contain add placements. Even if agencies pilot use of placing ads on .com URL’s, the next version of the study could expand on:
- prioritization and rotation of ads for entities that wish to place ads
- how an agency would support ad placement without appearing to favor one entity over another (i.e. appearance of an unfair advantage or endorsement)
- pricing of ads
- Risk Management strategy; a strategy for avoidance of spending more than ad revenue due to the unintended increase of cost (i.e. increased telecommunications cost due to increased web site traffic) (See statement “In some scenarios, WSDOT might actually lose money…”)
- FTE cost amortized over the anticipated lifetime of the hire (“at least six Full Time Equivalent employees (FTEs) including four sales staff, one manager, and one information technology staff person”)
- Acquisition Strategy