Turn launches pay-for-performance ad platform

Instead of having advertisers pay per ad impression or per clickthrough, Turn is a marketplace for cost-per-action (CPA) advertising.

Launching at the Web 2.0 Conference:

Turn is a new advertising system that should make online advertisements even more accountable. Instead of having advertisers pay per ad impression or per click-through, Turn is a marketplace for cost-per-action (CPA) advertising. With Turn, an advertiser specifies the action desired for a particular ad (for example, signing up for a newsletter or buying a product), and puts a bounty on that end result. Turn's technology then analyzes several dozen variables in the ad request, on the sites, and on pages in its ad network, and places the ad where it should perform the best. It analyzes visitor traffic to a site after the ad is clicked and notes if the visitor performed the desired action.

Unlike in other networks, advertisers don't specify keywords for their ads. Turn automatically handles all ad placement based on its algorithms.

For anyone who sells items online, this sounds like a worthwhile experiment to run alongside more traditional online ad programs. In addition, see another Web 2.0 Launchpad company, Adify.

About the author

Rafe Needleman reviews mobile apps and products for fun, and picks startups apart when he gets bored. He has evaluated thousands of new companies, most of which have since gone out of business.


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