New Licensing Model? Will it work?

Images today are generally licensed for a flat fee, exclusively or non-exclusively. GumGum founders Ophir Tanz and Ari Mir think a better way is to charge for impressions, or on an advertising-supported basis.
GumGum allows any publisher to search for images (there are thousands available now via a number of photography agencies) - here´s an example search for "Britney" [these images are from the X17 photo agency]. Images can be licensed on a CPM basis (generally $0.20 or so, but determined by content owner), or for free with an advertisement.
Any photographer can now upload images and sell them. And any publisher can create an account to license images. Down the road, GumGum says, they´ll be adding video, audio and text content for licensing as well.


This is interesting. I think I understand it conceptually, but not practically.