IntegraClick embraces once-derided strategy

The founders of IntegraClick built a fast-growing Internet advertising empire when they broke one of the industry's supposedly unbreakable rules: How customers pay for ads.

Now the Sarasota-based company, which creates and publishes online marketing campaigns under the Clickbooth brand name, plans to break another rule. The company will also offer clients the traditional way of paying for ads — a philosophy it once scorned.

Indeed, Clickbooth claims to be one of the first online ad firms in the country to offer both cost-per-action and cost-per-click services.