Software companies look to the desktop for ads

04/19/2012 | Bloomberg Businessweek

A number of software companies are offering businesses ad-supported apps in lieu of steep licensing fees. Advertisers are paying more per impression to reach the captive and specialized audience at work, with Practice Fusion, for example, paying $200 cost per thousand to get in front of users of its electronic medical records system. But analysts warn that the practice is dicey because licensing fees are steady whereas an ad-driven model is not.

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