Google acquires Doubleclick - The Affiliate World Is Changing.

Who knows if the aquisition of DoubleClick is a good economic move for Google, but I think it’s a bit like capturing a multi-billion dollar “specimen” to examine under the microscope while they perfect CPA models. We as search marketers need to get used to the whole CPA solution that Google is brewing, and those of us working in Ecommerce need to embrace Google Checkout even more openly. What does this mean for Yahoo Stores (an area I work in a lot) where GCO is not possible. Hmmm food for thought.

I first blogged about Google’s Pay Per Action marketing back in June when they really started to look like they were going down the CPA route pretty seriously. And now it’s happening.

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