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.
This is an interesting post from the folks at Rimm-Kaufman but unfortunately the title is mislabeled. The title says "SEO Performance-based Pricing" yet the article does not reference SEO in the article.