George Michie brings up some concerns around performance-based pricing linked to a new way to do Web site conversion optimization. The model, supported by dynamic creative and machine learning,
presents a new way to continually optimize against unaltered Web pages where the advertiser only pays a percentage of the lift in conversion. Michie reveals and shares some downsides to the model,
from latency to redundant practices.
Read the whole story at Rimm-Kaufman Group »