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Display ads are on a decline, and with the U.S. economy struggling to make a comeback it seems the advertising business will have a hard time. Though AdBrite, an online display business with an ad network that reaches 85,000 sites has come out with a different strategy to combat this decline. The idea of selling banner ads on a cost-per-click basis has been implemented by the company recently.

AdBrite CEO Iggy Fanlo states that there is a massive supply-demand imbalance in the cost-per-impressions department and this move would better their business. Fanlo further states:

Within 6 months, we will be 50% performance-based on the banner side. I think there are a lot more bidders there.

We really had some push-back from publishers until we had a supply-demand imbalance. This was a fallback position, much like Google was the fallback in 2001/2002.