Adbrite Making Some Bold Changes

Adbrite has always to me been the "other" alternative in PPC advertising. Now they are changing it up a bit with relevancy and ctr based pricing and all those fancy terms we hear from the big boys...

"What's changed? AdBrite's CPC auction used to work such that an ad with the highest bid won. Now, the system takes into account each bid, as well as each ad's clickthrough ratio. In other words, an ad that has a low bid -- but many clicks -- could be shown instead of an ad with a high bid but few clicks. Why the change? Showing ads with a higher clickthrough ratio means that we're showing more relevant ads -- and everyone likes ads that are more relevant. :) A side-benefit is that CPC prices may drop while targeted click volume increases."

I gotta say I am not sure this is the best move for AdBrite but we shall see.