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Advertising Wants to be Measurable – An Investment Thesis

Both Sides of the Table

One of the investment themes I’ve been focused on in the past 3 years has been Performance-Based Marketing. When I started investing the US advertising market was $300 billion with only 10% of it ($30 billion) of it being online and measurable. I believe that many social networks confused this idea. Early evidence is good.

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Startups Stick with Organic vs Paid Search Results

Startup Professionals Musings

It pays only if a customer clicks through AND takes a further action (conversion), such as buying a product or filling out a web form. All these models start with the advertiser choosing the right search keywords to match user searches. The display side is called pay per action (PPA) or pay per lead (PPL).