CPA (Cost Per Acquisition)
Performance-based pricing where advertisers pay only when users complete a specific action
Traditional Background
CPA represents the holy grail of advertising - paying only for actual business results. Traditionally dominated by Google and Facebook due to their massive data advantages and tracking capabilities, CPA allows advertisers to optimize directly for revenue-generating actions rather than vanity metrics like CPM impressions.
Web3 Evolution
Web3's blockchain transparency creates unprecedented opportunities for CPA advertising. While most web3 networks still rely on simple CPM models, the immutable nature of blockchain transactions enables perfect tracking of user actions and conversions without traditional tracking pixels or cookie based targeting. This transparency enables advanced models like CPTx.
Current Challenges
Implementation complexity and limited platform support remain barriers. Most web3 advertising networks haven't built the sophisticated attribution systems needed for reliable CPA billing, leaving money on the table for both advertisers and publishers. This is where onchain verifiability becomes crucial.