For decades, cost per thousand (CPM) pricing controlled how most advertising was bought and sold, and how different media properties were compared. The emergence of real-time bidding (RTB) has revolutionized the industry, and presented significant opportunities for advertisers to reach more targeted viewers, gain efficiency, and improve ROI.
Still, most advertisers are not taking full advantage of RTB because it requires moving beyond CPM to a new model for buying.
Read this white paper to learn how evolving the buying model to cost per action (CPA), which places the focus on value over cost, can drive better performance and lead to a more collaborative effort between buyer and seller.
Why Advertising Through
Real-Time Bidding Needs
A New Buying Model