NYC-based growth private equity firm Catalyst Investors released a research report on online lead generation (OLG). Some of the key takeaways:•    Online advertisers are favoring performance marketing over brand marketing.•    No more easy money. Out-sized profits from pure arbitrage are short-lived and that content-driven value-add will be required as the OLG market matures.•    The decline of traditional media is about more than just changes in media consumption. OLG is an attractive way to monetize traditional media brands in business-to-business and business-to-consumer verticals.•    Brand-based companies present private equity opportunities.