(Continued)

Coming back to statistics and numbers, on Tuesday, Atlas DMT released research demonstrating the impact of paid search listings on traffic, and how marketers can better model and forecast paid search campaigns. "What does being number one in search really mean to your business?" asks Young-Bean Song, director of analytics and the Atlas Institute, Atlas DMT.

"Just like any other marketing channel, success for search is about balancing cost and volume. Understanding those trade-offs is the focus of this research." The research conducted by Atlas DMT provides traffic forecasting benchmarks by quantifying the trade-offs between the top 10 ranks in paid search.

The insights will be used to inform strategic decisions for search marketing campaigns and advise tactical executions for specific keywords.

In other news, with more signs of consolidation in the search engine marketing industry, digital marketing products seller Digital Impact of San Mateo, CA., says it is acquiring Marketleap, a San Francisco-based Internet marketing firm, specializing in search engine marketing services, for $1.5 million in cash and 1.25 million of Digital Impact's shares and options.

The acquisition will enable Digital Impact to enhance its product lines by offering clients search engine optimization, paid inclusion and pay-for-placement solutions, it says.

In other news, online travel will comprise 33% of all travel bookings by 2006, according to a PhoCusWright report released last week. Online travel revenues will increase by 34% to reach 52.8 billion in 2004, compared to $39.4 billion in 2003. This represents a large increase from 1998, when early online travel sites accounted for just $3 billion in revenues.

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