Crowdsourcing The Click.

Abstract

The article discusses startup firm Trada. Founded by chief executive Niel Robertson, Trada buys Internet-search keywords on behalf of corporate clients, with the words chosen to maximize sales from clients' Internet advertisements that appear alongside the search results for the specified keywords. Trada employs some 1,000 freelance employees to figure out the most effective keywords. Chief operating officer Omar Sayyed of online retailer Ties.com says Trada has enabled his firm to double its return on its keyword expenditures.