Why Performance Models Benefit Publishers
How performance pricing creates better outcomes for publishers
For publishers, performance-based pricing (CPA/CPTx) seems risky at first. Why accept variable revenue when you could get guaranteed CPM rates?
The answer: well-targeted performance campaigns actually pay better.
CPM network: $3 CPM = $3 per 1,000 impressions
Performance network: $20 CPA with 0.5% conversion rate = 5 conversions per 1,000 impressions = $100 per 1,000 impressions = $100 CPM equivalent
When performance campaigns work well, publishers earn far more than they would from CPM-based networks.
These figures are illustrative, but the magnitude of the difference is common in practice.
- Higher conversion rates = more revenue per impression
- Better targeting = less wasted inventory
- Aligned incentives = optimization benefits everyone
- Quality publishers get rewarded for quality audiences
Our publishers average around $44 eCPM because we're not wasting their inventory on users who will never convert. High-quality inventory gets high-quality return.