The mission of the program is to enhance consumer confidence in electronic retailing, by providing a forum to self-regulate direct response advertising.
Over time, it's likely that 100% of direct response advertising will be bought in real time; but how far up the funnel this trend will go remains to be seen.
This call to action, like the use of toll free numbers and credit cards, was quick to become a standard component of successful direct response advertising over the years.
Until now, online advertising has worked fine for direct response advertising -- the kind that asks you take action, usually to buy something -- but not as well for brand advertising.
