In exchange for attention data…

Couldn’t say it better myself, so I figured I would just alert everyone to jd’s post at his Grain of Salt blog:

“…ultimately, I want every bit of every (AttentionTrust member) page I view to be 100% relevant to me. In my perfect world, this relevancy would come in the form of ad-free content. But I’m not so foolish as to think that my inattention to (in the form of not clicking on) the ads you display will cause them to magically disappear. So if you insist on cluttering up the content that I came for with things that I did not, at least take the time to analyze my existing attention data and make use of it.“

(emphasis added)