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Advertising and media
Ad buying models compared
| Model | You pay for | Risk is carried by | Best when |
|---|---|---|---|
| CPM | Every 1,000 impressions | Advertiser | You need reach and frequency |
| CPC | Each click | Shared | You need traffic to a site or store |
| CPV | Each video view, as the platform defines it | Shared | You need the video to be watched |
| CPA / CPL / CPI | Each action, lead or app install | Mostly the seller | The action is clearly defined and verifiable |
| Fixed fee | A placement for a set period | Advertiser | Context matters: local media, sponsorships |
| Model | You pay for | Risk is carried by | Best when |
|---|---|---|---|
| CPM | Every 1,000 impressions | Advertiser | You need reach and frequency |
| CPC | Each click | Shared | You need traffic to a site or store |
| CPV | Each video view, as the platform defines it | Shared | You need the video to be watched |
| CPA / CPL / CPI | Each action, lead or app install | Mostly the seller | The action is clearly defined and verifiable |
| Fixed fee | A placement for a set period | Advertiser | Context matters: local media, sponsorships |