Google’s move into CPA marketing through pay-per-action testing is fascinating. Even more fascinating is the coverage of the move ranging from doomsayers to agnostics (see Techmeme).

Google’s move will not cripple the CPA lead gen networks or affiliate networks such as Linkshare and Commission Junction for one reason… inventory.

Inventory is the life blood of these networks and the amount of inventory that is available is exponentially increasing (doubling every few weeks).

Google is not out to get the CPA affiliate or network space… they are combining attention metrics with actionable results to create a hybrid which CJ and Linkshare don’t track.

The CPA metric, not the networks themselves, are what’s in danger…