[1] Share of Voice is used to "represent the relative portion of ad inventory available to a single advertiser within a defined market over a specified time period.
"[2] The goal of advertising is to make your target audience aware of your brand, product, or service and influence them to act.
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.
Furthermore, Share of Voice bypasses the ethical dilemmas that come with PPC and CPI models, which are subject to abuse by click fraud, or Pay to Play tactics (advertorials, product placement, news coverage in exchange for ad purchases, etc) that are not always transparently paid ads.
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.