iMedia: Interpreting the Redundancy Nightmare

With many paid search ads appearing on each screen and several completely different ways of buying search inventory, not to mention the fact that ignorant market players may over-bid in cost-per-click auctions, paid search is increasingly a dangerous place to ensure consistent profits. What might one hour be a profitable ad scheme may next hour be bid into the stratosphere by some newbie retailer, or merely drowned out by seven other placements.