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. Last Updated: 07/27/2016

Firm Limits Ad Pay

SAN FRANCISCO -- The Internet is buzzing over reports that Procter and Gamble, the United States' largest advertiser, will begin limiting payment for some World Wide Web ads. The company wants to pay only for the number of people lured to seek more information, not just those who see the ads.

Essentially, the new plan would be like a shop owner paying for the would-be customers.

Up until now, most Web sites have sold ads based on the number of people who see them, just the way newspaper and television ads are sold.