This is a winning platform from all vital ends of the spectrum, benefiting advertisers, publishers and consumers. Publishers should feel more confident placing ads that no longer just take up space and if anything, cause people to click through and abandon their site. Consumers can buy what they want at the point of viewing it, without having to click through and lose the page they are currently on. Finally, advertisers will run more effective campaigns, this platform should drastically cut numbers of consumers who lose interest after clicking through.