How to Determine Your Ad Platform’s Pricing Model and Rates
Kevel
MARCH 28, 2022
Cost-per-click (CPC) is a riskier model for publishers, since it introduces an unknown factor: click-through rates (CTRs). If you show an advertiser's ads and nobody clicks on them, you’ve “wasted” those impressions and make nothing. How granular do you want your rate card to be?
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