TORONTO (Dow Jones)--Cyberplex Inc. (CX.T) is betting big on a business model that brings more accountability to online advertising.

The Toronto company specializes in performance-based online advertising, which means Cyberplex doesn't get paid unless it delivers measurable results. It's called Cost-Per-Action advertising (CPA), and clients only pay when the online ad generates the "action" they're looking for.

That action could be a sale, a lead, or an e-mail submission, but the advertiser isn't on the hook unless Cyberplex can entice Internet users to click on the ad and follow through. more...