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I have long held the notion that the traditional “make a percentage of spend” model was the most counter-intuitive way of structuring a media-buying campaign to be efficient. Imagine giving your sales staff a bonus %, of whatever they expense. A policy that’d probably axed after their first luxury yacht rental in Monaco?

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The almighty GOOG is getting into the cost-per-acquisition/affiliate game with adwords…or at least experimentally dipping their gargantuan toe into the cesspool.

Mediapost article.

Should be interesting to see it play out.