Google offers a new advertising option: Pay-Per-Action. Rumors has it that this will be the end of Pay Per Click (PPC). Imagine that! Pay-Per-Action (PPA) was here long before google implemented it. The share of the advertising market is pretty low so far for it. And maybe advertisers will be glad to choose this kind of advertising, but think again, if you would be a publisher, would you be able to loose a share of your revenue just to implement a PPA campaign on your sites if this would be the case?
So, maybe the advertiser are glad that google offers them this new way of advertising but the response from the publishers will be less optimistic. We will just have to wait and see, but from my point of view PPA should offer no threat to PPC.