Business Weekly: Google wants to reshape the online advertising market

The March 21 Journal of Business Weekly pointed out that the search giant is preparing to conduct a wide range of tests on the payment-per-action (PPA) model of the brand-new online search advertising model, once expected, Google is expected to reshape the entire online advertising market.
Search giant Google is trying to rewrite the rules of the entire online advertising market. In March 20, as the dominant seller in the Pay-per-click advertising market, google announced that it would start testing its brand new online advertising model-Pay-per-action (PPA) in a wide range ). PPA is a billing-based advertising model. In this model, when a consumer clicks to produce a specific behavior or effect, for example, a user clicks online for shopping, the advertising customer will pay the advertising fee.
Under such circumstances, the behavior-based paid advertising model emerged, allowing advertisers to pay based on their defined behaviors or effects. This behavior or effect can be used to purchase products, apply for product directories, download, browse pages, or enter the registry. Industry analysts believe that this advertising mode can effectively avoid click fraud, it will inevitably be sought after by customers and will be extremely attractive to users who want to directly benefit from advertising.
Shortly before the search giant's move, its competitor Yahoo launched a brand new search advertisement platform Panama, which was recognized by the customer, this indicates that Yahoo has made significant progress in the billing method. Google has monopolized the click-paid advertising market for several years, and its complicated technology has been leading the industry. However, the launch of Yahoo Panama advertising platform means that the gap between it and Google is further narrowed, perhaps this is the case that Google will speed up research on the new advertising payment model.
In last July, Google conducted a small test on the behavior-based paid advertising business. Search giants chose dozens of advertisers and partners to verify this advertising model. Rob Kniaz, product manager responsible for this business test, said the feedback from customers and partners was positive, which provided a guarantee for large-scale testing. However, search giants are reluctant to estimate the impact of this advertising model on their future. Search giants believe that it is too early to draw conclusions on this model, but the positive feedback from customers has strengthened the company's interest in the behavior-based advertising model.
A larger test of Google will include 75 AdWords advertisers and 75 online ad distribution partners. If the test succeeds, the search giant is very likely to place behavior paid ads on the relevant search pages. However, Google said that the company has no specific deployment plan so far.
However, Google is not the first to attempt paying advertising. Several online advertising companies, including ValueClick and search engine Snap.com, have long launched this business model. Snap.com believes that online advertising will eventually evolve into a behavior-based paid advertising model, because customers are increasingly concerned about whether their ads can bring direct benefits to them. Currently, 3500 of the 95% ad customers of search engine companies use this new advertising charging model.