Advertising.com is traditionally known as a pay-per-performance online advertising network. However, they've evolved into a full-service results-focused online marketing firm.We articulated a brand positioning that leverages this core differentiation by broadening its context. As such, Advertising.com's leadership position is not limited to pay-per-performance (CPA) display advertising, but is recast as leadership in results-focused online marketing globally.The corporate website was the first piece of communication developed under this new brand positioning.