This document discusses the shift toward performance-based pricing models in internet advertising. It notes that performance models like cost-per-lead, cost-per-click, and cost-per-install have grown significantly in market share over the past few years, now accounting for over half of total internet ad revenues. The document provides advice to advertisers on capitalizing on this shift, including A/B testing all campaigns, focusing resources on the strongest performing traffic sources and ads, and preparing for the continued growth of mobile as more users spend time online through smartphones and tablets.