Prospects can only form a perception based on the information they have, and the majority of that information consists of your collateral.

FORBES: Packaging Counts

Not all bankers are against it: in Las Vegas, Bianca Russo of JPMorgan Chase argued that some form of it was needed to counter the perception, if not the reality, that securitisation was harmful.

ECONOMIST: Securitisation

Microsoft (nasdaq: MSFT - news - people ), all of which are more invested in other forms of online advertising, will suffer from the perception of search ads as the thriftiest form of marketing, says Sterling.

FORBES: Life On Web's Edge