Put Ad on Web. Count Clicks. Revise.

I'm always amazed to read articles like this where some huge and successful industry is just starting to take advantage of the super-obvious benefits that technology has made available to them for years.<p>I mean, seriously...the advertising industry hasn't been paying attention to the response rate of different variations on marketing campaigns until now? Really? Isn't that, like, one of the key benefits of web advertising over other mediums?

"It’s putting numbers to an industry that never had numbers before" ... yeah. right... sure... umm, that's not actually true.