Since last reviewed in 2004, the market for outsourcing lead optimization has continued to grow and to change. Here, I review some of the key events that have taken place in this time, particularly merger and acquisition activity, and also seek to delineate some of the emerging trends. Of special note are the rise of low-cost companies providing contract services in Eastern Europe and Asia, and the varying responses to this trend by established companies in Western Europe and the USA. Overall, the marketplace remains highly competitive and dynamic and, as such, is a challenging and exciting place in which to conduct business.