Google and cost-per-action
This piece in yesterday’s New York Times caught my eye. Seems Google is now going beyond “pay-per-click” and offering advertisers in a test the chance to pay only when the reader/viewer acts; that is, when they buy or sign up for a newsletter or otherwise perform a function the advertiser is willing to pay for.
Not sure about you, but I think the lines and responsibilities of those who create effective work are becoming increasingly blurred by such an initiative. If an advertiser pays only for “actions,” is he sufficiently incentivized to make the action happen?
This one’s a quizzer for me…
What’s your idea?