The share of voice advertising model is contrary to pay per click, cost per impression and/or pay to play (see brokered programming), which are pay-for-performance models that generate revenue for the publisher (typically, the website owner) only if the advertisement is clicked or viewed.
When content is compromised for ad dollars, the level of reputation and respect for the publisher can dwindle as readers become disenfranchised and advertisers see less return on their initial investment.