The Biggest Trend In Ad Tech We'll See In 2017: The Pay Per Transaction Model

What trends are we likely to see in ad tech in 2017? With the success of Amazon Echo and Google Home, we are now firmly in the era of Voice Search. But the Pay Per Impression and Pay Per Click models do not translate well here, and Pay Per Call type ads (launched for mobile by Google in 2015) would be controversial, to say the least. After all, you would have to wonder if the top search result delivered to you truly was the best one or merely from the advertiser who paid the most. Which is why Google -- and very likely others in this space -- are considering Pay Per Transaction, in what would be the biggest shift in advertising in years.