‘There’s a lot of value in that back button’

Cory Bergman August 3rd, 2006

Earlier this week, a company called Inform announced a deal with WashingtonPost.com and a few other newspaper sites to automatically serve up relevant links to content on other sites. Why would a newspaper site want to link off to someone else? Because people are visiting Google News and Digg — instead of newspaper sites — to find aggregated, relevant news stories. Plus, as Inform CEO Neal Goldman points out, “There is a lot of value in that back button. Each time someone clicks on it is another ad impression.”