Advertising Wants to be Measurable – An Investment Thesis
Both Sides of the Table
FEBRUARY 21, 2010
My firm, GRP Partners, invested in the company that innovated this entire category – Overture (formerly known as GoTo.com). At at time where nearly all advertising was purchased on a CPM (cost per thousand) basis and not very measurable this was a huge innovation that should be credited to Bill Gross, the founder of IdeaLab.
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