As Ad Costs Rise, a Move to Challenge Pay-Per-Click – New York Times
by Jack Richins
Maybe I’m not the only one who thinks pay-per-click is going to die and ad revenues sharply decrease.
Jellyfish, TheFind and MyTriggers, meanwhile, are taking advantage of what some executives say is increasing discomfort with the pay-per-click model, which has grown more expensive as marketers bid more aggressively for premium space alongside search results. On these new sites, advertisers typically pay only when someone actually buys something or when users view an ad, as will soon be the case with TheFind.
Glenn S. Meyers, chief executive of MyTriggers.com, said this cost-per-action advertising approach also yielded a better user experience, since shoppers were shown products most relevant to them — not simply the items from the highest-paying advertisers.
“We figured we’d just give users what they were searching for,” Mr. Meyers said. “What a novel idea.”