What does Karl Marx have to do with online advertising?

In recent years, you may have heard economists are calling for a more responsible form of capitalism. This is a notable development, but by no means new. As far back as 1848, Karl Marx theorized that unconstrained capitalism contained the seeds of its own destruction, calling it the “dialectics of capitalism.”

There are parallels in the advertising industry — particularly within the Cost-per-Click (CPC) pricing model, which contains elements that prevent online advertising from delivering on its promise of increased returns.

In this white paper, we look at the problems facing CPC marketers, suggest solutions, and show that there is a way for online advertising to realize its promise and avoid an untimely demise.