Here is a thought .. It is adapted from the idea of software as a service.
Consider that most elements today are being treated as a service
In software terms, What is a service(as opposed to a product)? I see it as an ‘ongoing relationship’ i.e. you buy software. Its a product. You sign up for the same functionality as a service.
Now advertising is ‘shotgun’ i.e. shoot at prospects, shout loudest that kind of thing
But initiatives like Google Interest based profiling change advertising from a product to a service (thinking from a software perspective)
I cant see any references to ‘Advertising as a service’ but may have missed it ..
Here is one. It refers to Blyk as an advertising as a service but does not explicitly define what Advertising as a service means. I agree Blyk can be an advertising as a service model
So, I see an advertising as a service as
a) An ongoing relationship between the provider and the advertiser
b) Based on preferences /profiles
c) Based on an agreement(for the lack of a better word) between the provider and the advertiser
d) The agreement will evolve as the service progresses i.e. a self learning service
e) The arrangement may span platforms(mobile web and TV) with probably mobile and web to be the leaders / early adopters
Not rocket science. All out there already for most part but I am interested in taxonomies/definitions