From pay-per-click to pay-per-drive

Précis:

Andrew Thompson reports on TeleNav's efforts to cash in on location-based capabilities of on-board apps with an evolution of pay-per-click.

First, there was pay-per-impression, beginning in the days of Netscape and providing the first way to subsidize online content.

Then, there was pay-per-click, pioneered by Google, the first online performance-based advertising that allowed more precise ad targeting and data collection, as well as the ability for any blogger to bank returns.