Seth Godin has a great post on three advertising models on the Web, pay per view, pay per click and pay per action that is worth reading. None of these solutions is perfect and depending on your needs, one or two may be better than the other/s. What is evident from the post is that there is a constant tension between the publisher and the advertiser and their respective needs don’t often converge on a system that works the best.
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What do you think?