2. The CPM (cost per thousand impressions) is negotiated based on the price to be paid for a specific set of advertising views, a multiple of one thousand. It can also be a variable cost, which would be calculated according to the following formula:
CPM = Total cost of the campaign / (total number of impressions / 1,000)
There is also plenty of room for fraud here , as a growing part of internet traffic is not from humans, but from bots . So the impressions they generate and are paid for are not actually useful to the advertiser, as this study shows.
There are also problems based on the concept czechia email list of 'visibility' or the time and surface area of the advertisement that are considered minimal to count as having been seen by the user . A study by Google indicates that more or less half of online advertising is not seen in ideal conditions to be considered useful for the advertiser and another indicates that on mobile the data is even worse .
IAB (Interactive Advertising Bureau, an association of advertising, marketing and digital communication with representation in Spain) has reacted by creating the first guide of visibility standards , also in response to the widespread use of ad blockers . And we must not lose sight of initiatives such as Google's with Chrome, which in February will implement a native blocker for those formats that are not very respectful to the user .
Finally, the third problem has to do with brand safety, which brings us to the topic of programmatic advertising. This system is based on automatic bidding that seeks to optimize inventories and does not involve human intervention, who in any case have been able to establish different criteria. And this means that there is less control over where the ads appear and therefore there is a risk that your brand will be associated with negative content for it for some reason. Initiatives such as ads.txt try to solve this .
3. CPA (cost per action) can appear in other contexts such as per conversion or per lead, depending on the agents involved, but the scheme is summarized as what the advertiser pays a third party for having helped him obtain something relevant to him . Whether it is a sale, a registration, an app download, etc.
