Drew-Performance-Driven Ads

An article in the WSJ earlier this month gave some insight into how companies are moving the direction of their marketing to some of the venues we covered in class. Marketing budgets are being cut back, so more efficient ways to market are becoming increasingly important. As a result, services similar to AdWords are seeing growth. They call it "performance-driven advertising" because not only does it improve how ads perform but also measure that performance. In class we talked about some of the tactics involved such as with bidding on search words. This article went a bit further discussing the use of links in the middle of articles or offering coupons to certain consumers simply based on info gathered by mouse clicks. Choicestream is a good example, comparable to AdSense, that is seeing growth due to companies need for a more efficient means to maintain the same returns from ads. Ultimately, these services can determine a more exact worth of each ad which is far more measurable than other forms of advertising.
heres the article:
http://online.wsj.com/article/SB123379182761749823.html