> Eventually the advertisers are going to pay for performance, and to do that they are going to have to fix the way they do advertising so that their ad, leads

> Eventually the advertisers are going to pay for performance, and to do that they are going to have to fix the way they do advertising so that their ad, leads to their landing page which identifies who delivered the ad. Then they are going to pay based on whether or not the person who landed on their page actually buys something (service, good, or subscription). No money, no ad payment. This already happens. It's referred to as an "acquisition" and "cost-per-acquisition" (CPA) is a fairly standard term in the advertising industry these days. However, it doesn't necessarily involve money (e.g. a car company might define an acquisition as someone signing up for a test drive).