| | | | | |  | Payment Terms: Pre-determined price for every 1,000 impressions (cost per mille – mille being the | | Latin term for one thousand). |  | Pros: maximal brand awareness, reach, lower cost. |  | Cons: non-performance model, greater chance of | | non-transparent networks sending low quality impressions. |
| |
| |
| | | |
| | | | | | | Payment Terms: Pre-determined price paid every time a user clicks on an ad. | | Pros: Easier to analyze user engagement through ad creative A/B testing. | | Cons: Fat fingers phenomenon means you risk | | paying for unintended clicks and damaging your brand name with awful user experiences; Higher cost than CPI if you don’t have the resources to optimize click-to-conversion path, lack of robust analysis tools, vulnerable to fraud. |
| |
| |
| | | |
| | | | | | | Payment Terms: Pre-determined price paid every time a user installs the application. | | Pros: Performance model, lower cost, low risk. | | Cons:Risk of non-transparent networks driving a | | high volume of low quality or incentivized traffic to drive installs. |
| |
| |
| | | |
| | | | | | | Payment Terms: Pre-determined price for every | | in-app action defined by advertiser (revenue or engagement related). | | Pros: Pure performance model adopted by the | | savviest data-driven advertisers. | | Cons:Scale may be negatively impacted; higher cost | | but so is the value generated so ROI only grows over time with higher LTV of acquired users. |
| |
| |
