>It never ceases to amaze me how many people/businesses have no idea what performance advertising is.

Yikes, that's incredibly unfair and arrogant.

It's amazing to you that, because most people don't have to actually employ performance advertising, they don't know what it is? That someone whose passion is cooking, and decides to open a restaurant, might not have that advertising knowledge? That someone - in the case of the OP - whose focus is writing software that helps research an automotive vehicle's life history, might not know everything you do about advertising?

C'mon now.