Gross says the search company represents the ultimate in marketing: a system where advertisers pay only when customers buy.  The idea  "sounds like a dream come true,'' said Jinenne Sutherland, a manager at Organic, an online marketing agency.

That's because the $16 billion market for online advertising has a secret. The small text-based ads that made Google a Wall Street superstar do not seem to be working as well as they used to.

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