Ari Rosenberg knows what he’s talking about.

For the last ten years, the search industry has been clamoring for a peek at the golden goose that traditional advertising agencies keep in their plush Madison Avenue offices. At first, the advertising giants scoffed at the thought that a bunch of ragtag computer geeks could ever infiltrate the house that Ogilvy built. But soon, the advertisers learned that search was a great way to sell products. Not only that, but search marketers could PROVE that they sold the products. As one search marketer I know said “Search is direct marketing on steriods”