Accountable marketing - what it is?

What it is accountable marketing?
A term used to describe pay per click (ppc) advertising, the nature of which facilitates easy cost. This is in contrast to the unaccountable nature of corporate marketing - branding, for example. Finance departments like the pay per click model as each ad is accountable in that it costs no money if it is not successful in its objective. This concept is contrary to the well-used maxim that half of all advertising spend is wasted, but you never know wich half. In accountable marketing, however, no money is wasted - unless you are the victim of click fraud.