During this ad:tech NY panel, advertisers and agencies explain when cost-per-action is the right way to run a campaign, and how to do it well.

Google and Overture revolutionized advertising online with a single, elegant innovation: They took the risk of the ad not working by making advertisers pay only if a surfer clicked on it. Now a raft of publishers and advertisers are defining the next steps, expanding and refining cost-per-action advertising. Models abound, from deals where advertisers pay for every lead, every phone call or even every sale. But cost-per-action advertising has many of the same pitfalls and opportunities as cost-per-click: Smart advertisers have to find and prevent fraud and learn how to measure the results of their campaigns intelligently. On this panel, advertisers and agencies explain when cost-per-action is the right way to run a campaign, and how to do it well.

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Presenter: Jed Fowler, Analyst, Atlas; Erin Clark, Manager of Product for Entertainment.com, Entertainment Publications, Inc.; Mark Dorf, Managing Partner, Acuity Media Group; John Marshall, CEO, ClickTracks Analytics

Format: PDF