The company generated around $15 million in revenue in 2005 after a restructuring that forced it to cancel relationships with several publishers due to spiraling cost-per-thousand prices. Most of the company's publisher deals now are based on a revenue-sharing model, typically a 50-50 split. Choate says he's not worried about competition from search and cost-per-click-based programs offered by Google or Yahoo! "I think it's more likely that we would add cost-per-click than Google would add cost-per-lead. It's a fundamentally different approach," he says.
Former AskJeeves CEO Rob Wrubel joined Aptimus as president last fall.