CPC: The highest bidder wins

Marketing on the web has become a confusing affair and the old laws no longer apply. The new currency on the web is called cost-per-click (CPR): The advertiser now only pays for those customers who actually call up his offer and no longer for an agency's unique creative service.
With CPC, placement is the new commodity. The advertising for a product on another website is 'auctioned', so to speak, and the amount of the bid determines how prominent an advertising banner appears there. The terms 'affiliate marketing' or 'search engine marketing' (SEM) have become commonplace for this.
If, for example, the homepage 'Heiraten heute' negotiates a banner from the company 'Brautmoden' for a cost-per-click of two euros and integrates this advertising banner on its site, the company 'Brautmoden' pays forty euros to 'Heirat heute' as soon as twenty clicks have been made.
There are also new forms of billing: cost-per-lead (CPL) for each referral, cost-per-order (CPO) for each order, cost-per-sale (CPS) for each sale, etc.