The first part of this column covers the opportunity represented by performance-based buying: how it’s different from affiliate channels, how to think about leads and actions from a qualitative standpoint, what data hygiene methods and technologies the properties you deal with should be using, and musts to avoid, such as properties using malware, spyware, and spam. The discussion continues with how you should think about launching a performance-based campaign.
Read more at http://www.clickz.com/showPage.html?page=3626783
Performance Media Planning and Buying, Part 2: Paying for Leads and Actions
