32. John Ferber – putting the dot-com in Advertising.com
Paleo AdTech
DECEMBER 10, 2023
Advertising.com paid publishers for their ad inventory on a per-impression (CPM) basis, guaranteeing a certain negotiated (often renegotiated) rate. The network’s profit came from its ability to pay less for (CPM x 1000) x CTR (we might call this eCPC) than it charged in CPC. This mechanism is known as arbitrage.
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