CPTx (Cost Per Transaction)
Web3-native CPA model where advertisers pay only for actual on-chain transactions with their smart contracts
Traditional Background
No direct traditional equivalent - this is a web3-native evolution of CPA that leverages blockchain's transparent, verifiable nature.
Web3 Evolution
CPTx represents advanced web3 advertising accountability. Advertisers define what constitutes a valuable transaction (deposits, swaps, NFT purchases, etc.) and pay only when users who saw their ads complete these specific on-chain actions. This performance-based billing model eliminates waste on non-converting traffic, offering advantages over CPM or CPC models for performance-focused campaigns.
Implementation Details
Transactions are defined by the advertiser based on their business model through CPTx conversion definition - could be deposits to a DeFi protocol, NFT mints, token swaps, or any interaction with the advertiser's smart contracts. The key requirement is that users must have seen the ads and not be existing active users, ensuring true incremental growth.
Current Challenges
Requires sophisticated attribution technology like cross chain attribution and onchain verifiability. Not all web3 businesses have easily trackable on-chain conversion events, making delayed conversions a consideration for accurate ROI calculation.