Cost-per-action ads may shift search market

09/15/2006 | Wall Street Journal, The

Cost-per-action advertisements, in which marketers pay for advertising that results in a sale or a phone call, are expected to claim an increasing share of the contextual advertising market in the future. Search engines and other media like the ads, because they are able to charge a high rate for user response, and marketers appreciate not wasting advertising dollars on consumers who have no interest in their products or services.

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