SearchEngineLowdown: The Future of Contextual Ads
John Battelle interviewed Fathom Online founders in a wide-ranging discussion. They seem to believe that the huge difference in efficiency between search ads and contextual placements will even out over time, as the search media becomes more expensive. Asked if they could offer complex deals to advertisers, such as a certain cost-per-acquisition that could vary as the source of the customer varied, they said yes: "If it can be turned into math, we can do it."
