This article is about Google trying out a "cost-per-action" system. The "cost-per-action" system is directed towards adverstisers. If an advertiser on the google website gets results, meaning that a consumer buys their product, then the advertiser has to pay for it's "help". With this system, advertisers get to decide what they are going to pay for, whether it be for a purchase or a download. This is seen as a good move for companies because there is limited space for ads and there is need for more revenue.
http://www.nytimes.com/2007/03/21/business/media/21google.html?ref=business
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