Here's what FindWhat (ticker: FWHT) CEO Craig Pisaris-Henderson said on his fourth quarter earnings results conference call about the future of the pay-for-performance advertising market:
… each of the top tier players in the online space will have to offer their own… branded, performance-based advertising solutions… failure to do so will leave them out of the fastest-growing segment of the advertising market and deny them access to the broad base of new advertisers adopting performance-based advertising... This trend is evidenced by the recent actions of MSN and Verizon… and we anticipate other major players will be announcing similar strategies.
As the only global non-competitive company in the space with a model built to support a custom branded solution, we believe that top tier media companies will choose to work with us... We have invested heavily in building this capability and have gained crucial operational expertise through our own private-label relationships with Verizon, Lycos and Mitsui. We are positioning ourselves to offer large media companies a turnkey private-label solution that supports functionality for pay-per-click, Pay-Per-Call, branded tool bars and… advanced contextual capabilities and algorithmic search results that are tailored to our partners' specific needs.
(Quotes are from the CCBN StreetEvents transcript.)