Click fraud conference in NY this week.

Quoted: "Pay-per-view had the highest risk for advertisers, and the publishers of this world had no interest in changing that," Siegel says. "Then Google came along and said, 'Let's change the risk and orientate on performance. Let's make performance-based advertising,' and that shifted some of the risk from the advertiser to the publisher. Pay-per-action would shift the risk entirely to the publisher."