Turn, a well-backed search service run by the former CEO of Alta Vista, is set to launch at the Web 2 conference Tuesday. But AdWeek has the story a bit early…
San Mateo, Calif.-based Turn in recent months has attracted $18 million in venture backing from Norwest Venture Partners, Trident Capital and Shasta Ventures. Turn has about 1,000 advertisers in its system, which displays ads on approximately 30 sites.
Unlike Google, which charges advertisers on a per-click basis, Turn relies on a cost-per-action scheme. It charges advertisers only if users take desired actions, such as filling out registration forms or closing on sales.