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Partnerships for New York-based performance ad network Azoogle in the United Kingdom and elsewhere in Europe may help drive acceptance of the cost per action model across the Continent.

In the United States, we have heard more murmurings of a shift away from cost per click to a more performance-oriented advertising approach. Such a move makes logical sense; paying for a conversion seems more reasonable than dishing out cash for clicks.

Advertisers could be thinking the same thing, at least in the US. Across the Atlantic, the idea of cost per action (CPA) exists more as a blade of newly sprouted grass than a deep-rooted tree. In our interview with AzoogleAds CMO Mike Sprouse, he noted gaining a foothold in Europe also involves some education for the publishers and advertisers they seek.

It's a little bit of the classic chicken and egg question. Sprouse said by partnering initially with firms in Europe, Azoogle can work on both parts of the equation at once. One partnership connected Azoogle with AdsMarket, itself a partner of advertising giant McCann Erickson.

Europe holds appeal for a simple reason. They have ad growth to pursue, at a rate that is moving faster than the US market.

A weaker dollar likely makes the prospect of partnering and building Azoogle's brand and advertiser/publisher base in the Euro area a compelling prospect. Sprouse said the CPA model is "poised for growth across Europe." If Azoogle can convince its targeted customers of the joys of performance marketing, they might enjoy a portion of that growth as well.