We expect that marketers will focus less on CTR (click through rate), and instead find really creative ways to get through to consumers.

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For Google, whose revenue mainly comes from pay-per-click ads, a focus on in-stream ads would be a new tactic.

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It is a corrective lens I can use to click the world back into focus, to flip my inner lights back on.

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Now, though, with the new programs that are popping up, you can decide whether to focus on higher margin products, rework the campaign to reduce click-through costs, pull the plug on the effort, or pursue a different strategy.

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It can see who came on the site between 7 a.m. and noon, analyze their click patterns to see what they looked for, focus on those who were looking at casual dresses and then run an ad campaign targeting them with just those items and track the results.

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One of the core things that stood out for me about this conversation with Todd Lebo (click his name to learn more about his work) was his focus on the customer.

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