How to Determine Your Ad Platform’s Pricing Model and Rates
Kevel
MARCH 28, 2022
Publishers generally offer three main pricing models for their direct-sold inventory: CPM, CPC, and CPA. Cost-per-action/lead (CPA or CPL) is less common, but loved by direct response advertisers. Direct-response advertisers, on the other hand, often view impressions as a “vanity metric” and prefer CPC or CPA pricing.
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