Who Rules the Web Now?
Harvard Business Review
FEBRUARY 22, 2011
They're out to kill the cost-per-thousand or CPM-based ad sales model. Instead, each possesses a wealth of user information to target ads to individual consumers on a cost-per-click (CPC) or cost-per-action (CPA) basis. In effect, they are turning online advertising into a lead generation play to deliver better ROI for marketers.
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