When you get traffic from traffic sources like Add Words or Facebook CPM or use any other ad network for your digital advertising such as banner advertising, popunders, in app video ads or any type of online, visually-based ad, and Targeting IAB Category 17-19: Inline Skating you can use the CPM, CPV (cost per view), EPV (earnings per view) and CTR (click through rate) numbers to figure out if you are getting a decent CPC. CPC is easy to calculate: If you spend $1 to get 1,000 impressions ($1 CPM) and you get 10 clicks (effective 1 percent CTR), then you paid $1 CPM and received a $0.10 CPC.
The Top Ad Networks allow you using dynamic URL tags. These are special tokens you can use in the URL field when buying traffic and creating a CPM marketing campaign that will be replaced with the actual information e.g. Targeting IAB Category ’17-19: Inline Skating’ during the adserving process. Instead of Targeting IAB Category there could be any other token from this list below or even a combination of various tokens:
- [ISPID] – ID of ISP of visitor,
- [ISPNAME] – Name of ISP of visitor,
- [COUNTRY] – country of the visitor.
- [BID] – CPM price of the impression.
- [SCREENRESOLUTION] – Detected screen resolution of the visitor,
- [OSNAME] – Operating System name, for example Windows 8.1,
- [BROWSERNAME] – Browser name, for example Firefox 32,
- [DEVICENAME] – Name of the device that visitor uses to browse the Internet, for example Apple iPhone,
- [OSID] – ID of Operating System (for future use),
- [BROWSERID] – ID of Browser (for future use),
- [DEVICEID] – ID of Device (for future use),
- [IP] – IP address of the visitor (used for XML feeds).
For example, if you buy traffic from a lead source or an advertising network and drive that traffic to http://www.yourlandingpage.com/track.php?countryid=[COUNTRYID] these platforms will normally change the token into actual value. Here’s a populated link just as an example: http://www.yourlandingpage.com/track.php?Targeting IAB Category ID=17-19: Inline Skating .
Later you can use Website targeting option to block and blacklist under-performing websites and/or you can create campaigns targeted towards the best performing whitelisted ones.
You may also arrange rules using these tokens in your tracking system. E.g.: If Targeting IAB Category equals 17-19: Inline Skating then redirect to some other page. Off page cloaking is one of the main reasons to apply such rules.
Display ad networks will also provide Smart CPM – a bid system that helps you to reach more traffic within the same Max Bid by realtime monitoring of bidding market and your bidding position and adjusting bidding parameters for each auction.
Why Affiliate Marketers Love Pay Per View Advertising
Cost per acquisition (CPA), also known as "Cost per action" or pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for a specified acquisition - for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.)
Direct response advertisers often consider CPA the optimal way to buy online advertising, as an advertiser only pays for the ad when the desired acquisition has occurred. The desired acquisition to be performed is determined by the advertiser. In affiliate marketing, this means that advertisers only pay the affiliates for leads that result in a desired action such as a sale. This removes the risk for the advertiser because they know in advance that they will not have to pay for bad referrals, and it encourages the affiliate to send good referrals.
Radio and TV stations also sometimes offer unsold inventory on a cost per acquisition basis, but this form of advertising is most often referred to as "per inquiry". Although less common, print media will also sometimes be sold on a CPA basis.
CPA is sometimes referred to as "cost per acquisition", which has to do with the fact that many CPA offers by advertisers are about acquiring something (typically new customers by making sales).
Cost per acquisition (CPA) is calculated as: cost divided by the number of acquisitions. So for example, if one spends £150 on a campaign and gets 10 “acquisitions” this would give a cost per acquisition of £15.
Pay per lead (PPL) is a form of cost per acquisition, with the “acquisition” in this case being the delivery of a lead. Online and Offline advertising payment model in which fees are charged based solely on the delivery of leads.
In a pay per lead agreement, the advertiser only pays for leads delivered under the terms of the agreement. No payment is made for leads that don't meet the agreed upon criteria.
Leads may be delivered by phone under the pay per call model. Conversely, leads may be delivered electronically, such as by email, SMS or a ping/post of the data directly to a database. The information delivered may consist of as little as an email address, or it may involve a detailed profile including multiple contact points and the answers to qualification questions.
There are numerous risks associated with any Pay Per Lead campaign, including the potential for fraudulent activity by incentivized marketing partners. Some fraudulent leads are easy to spot. Nonetheless, it is advisable to make a regular audit of the results.
In cost per lead campaigns, advertisers pay for an interested lead (hence, cost per lead) — i.e. the contact information of a person interested in the advertiser's product or service. CPL campaigns are suitable for brand marketers and direct response marketers looking to engage consumers at multiple touch points — by building a newsletter list, community site, reward program or member acquisition program.
In CPA campaigns, the advertiser typically pays for a completed sale involving a credit card transaction.
There are other important differentiators:
Pay per click (PPC) and cost per click (CPC) are both forms of CPA (cost per action) with the action being a click. PPC is generally used to refer to paid search marketing such as Google's AdSense or Ad Words. The advertiser pays each time someone clicks on their text or display ad.
Cost per click on the other hand is generally used for everything else including, email marketing, display, contextual and more.
Also, pay per download (PPD) is another form of CPA, where the user completes an action to download a specified file.
With payment of CPA campaigns being on an “action” being delivered, accurate tracking is of prime importance to media owners.
This is a complex subject in itself, however if usually performed in three main ways:
- Cookie tracking – when a media owner drives a click a cookie is dropped on the prospect's computer which is linked back to the media owner when the “action” is performed.
- Telephone tracking – unique telephone numbers are used per instance of a campaign. So media owner XYZ would have their own unique phone number for an offer and when this number is called any resulting “actions” are allocated to media owner XYZ. Often payouts are based on a length of call (commonly 90 seconds) – if a call goes over 90 seconds it is viewed that there is a genuine interest and a “lead” is paid for.
- Promotional codes – promotional or voucher codes are commonly used for tracking retail campaigns. The prospect is asked to use a code at the checkout to qualify for an offer. The code can then be matched back to the media owner who drove the sale.
A related term, effective cost per action (eCPA), is used to measure the effectiveness of advertising inventory purchased (by the advertiser) via a cost per click, cost per impression, or cost per thousand basis.
In other words, the eCPA tells the advertiser what they would have paid if they had purchased the advertising inventory on a cost per action basis (instead of a cost per click, cost per impression, or cost per mille/thousand basis).
If the advertiser is purchasing inventory with a CPA target, instead of paying per action at a fixed rate, the goal of the effective CPA (eCPA) should always be below the maximum CPA. As described by Yang's Law, eCPA
Develop Campaign Creative For Maximum Lead Impact
In the online advertising industry, a Viewable Impression is a metric of ads which were actually viewable when served (in part, entirely or based on other conditional parameters). The first system to deliver reports based on a Viewable Impression metric for standard IAB (Interactive Advertising Bureau) Display ad units, called RealVu, was developed by Rich Media Worldwide and accredited by the Media Rating Council on March 9, 2010. Other companies to offer viewable impressions include DMA-Institute  OnScroll, C3 Metrics, Comscore, and AdYapper, while MSNBC utilizes ServeView, a proprietary system in use since 2010.
The definition of a Viewable Impression may depend on the type of the ad units and the reporting system. For example, a Viewable Impression for ads of pre-defined size delivered to pre-defined space on the content page is registered by RealVu when the Ad Content is loaded, rendered, and at least 6085c44a757c1d99481416dfaa0b97e9102e58e03b9c8c880e522f00914f1b62fc of the ad surface area is within the visible area of a viewer's browser window on an in focus web page for at least one second. Click-through is enabled at the moment of the "viewable impression".
Viewable Impressions were developed as an improvement of the online impression metrics measured by first ad servers developed in the mid-1990s, which analyze HTTP requests in a server log and cannot provide information on events fired by a viewer’s browser; thus, they cannot measure whether ad content was actually visible to a viewer.
With the development of the first ad servers in 1995–1996 the assumption was that a requested ad was always available to the viewer of a requested web page. This allowed for the utilization of the server log file for collection of metadata to deliver a metric called the Online Impression that in traditional media meant an impression on a viewer.
This type of advertising metric was meant to resemble Television and print advertising methods for speculating the cost of an advertisement, with the promise of even more accuracy due to the interactive nature of the Internet eliminating the need for industry-accepted approximates such as Nielsen ratings for television and circulation figures for print publications.
The value of an ad traditionally was based upon an estimate of how many different people saw or heard the ad. The following are current accepted means of calculating CPM for different mediums:1. CPM for print media (when audience data is available): Print CPM=Cost of 1 ad⋅1000Number of prospects reacheddisplaystyle textPrint CPM=frac textCost of 1 adcdot 1000textNumber of prospects reached 2. CPM for broadcast media: Broadcast CPM=Cost of 1 commercial⋅1000Number of prospects reached by commercialdisplaystyle textBroadcast CPM=frac textCost of 1 commercialcdot 1000textNumber of prospects reached by commercial
3. CPM for the Internet: Internet CPM=Cost per ad requested⋅1000displaystyle textInternet CPM=textCost per ad requestedcdot 1000
With the advent of the Internet, through log file server collecting data it was believed that ad views could be tracked with unprecedented accuracy and “number of different prospects reached” was removed from the equation, and a new CPM equation was created for the internet:
However the assumption that an ad requested from an ad server is always visible when the viewer is on the requested page was wrong because of a few technical reasons and the fact that the web page is usually longer than the height of a computer screen. Eventually it became apparent that a large number of ad impressions measured for CPM pricing actually never rendered in the visible area of a viewer’s browser screen.
Until 2010 it was very common for large publishers to charge for most of their advertising inventory on a CPM or CPT basis. A related term, effective cost per mille (eCPM), is used to measure the effectiveness of advertising inventory sold (by the publisher) via a CPC, CPA, or CPT basis.
Partially to avoid the limitations of server side impression methodology many models emerged that were based on direct response:
The Viewable Impression approach enables online advertising effectiveness to be analyzed based on stopping power, branding ability and level of engagement – the three key elements that drive purchase consideration and, ultimately, sales. Having no reliable way of measuring actual viewership, web publishers are vulnerable to payment methods that are based on performance-based advertising such as cost per click and cost per transaction. Since the publisher has no control or input on the demand and ad creative quality of the advertised product, web publishers lose control of their yield, giving away significant inventory to ads that are not clicked.
With the arrival of the Viewable Impression model – Cost per Thousand Viewable ads has emerged, quoted in terms of CPMV. This model may eventually become the standard CPM as it measured at the same point (of the view) as television or print.Viewable Impression Architecture
Viewable Impression relies on Web bugs (or 'tags') placed on the web pages or in the third-party ad servers that distribute ads on the website(s) content pages. These tags are placed on a web page and when rendered, employing a "Correlator" (a linear correlation control.) The ad space is then "marked up," an "ad request” (server log impression) is recorded, and the Correlator begins communicating with the web page, browser and ad unit (ad space) embedded in the webpage content. The Correlator can collect additional non-private information from the viewer’s browser, including the viewer’s operating system, browser type and version and a list of other ads that were previously rendered on the page to prevent duplication of ads on the content page. Once any portion of the ad unit (definable), on a viewer's in focus web page, hits the visible area of the browser window a request is sent to an ad content server to deliver an advertisement.
Once the ad content is loaded and rendered an "Ad Rendered" is reported. The Correlator continues to monitor the ad space for each individual ad on the web page and its relation to the browser window dimensions, scrolling position and web page focus, considering if the viewer has scrolled the ad space in or out of the visible area of the browser window, minimized, tabbed away, or opened another browser or application window bringing the web page monitored out of focus or portion of the browser window with the ad space outside of the monitor screen. When 6085c44a757c1d99481416dfaa0b97e9102e58e03b9c8c880e522f00914f1b62fc, (or other pre-defined area) of the ad content on a web page is within the visible area of the viewer's browser window for one second, a message is sent via Correlator and a "Viewable Impression" is reported. The Correlator code continues to monitor the web page focus and scrolling position, location of ad unit(s) and the visible area of the browser window, and communicates to the reporting server logging the “Time in View” for the ads being delivered on the webpage.Viewable Impression Implementation
Reasons why an impression may not appear to a viewer overcome:1. The viewer clicks to another web page before the ad loads and renders; 2. The ad loads, but in an area of the web page that is not within the viewer's browser window dimensions and scrolling position; 3. The requests made by spiders, crawlers, web-directories, download managers, link checkers, proxy servers, web filtering tools, harvesters, spambots or ; (This bad bots issue may be addressed in part already by a standard ad server following IAB guidelines but more study needs to be done to assess whether all non human technology is identified by the current approaches and whether viewable impression technology can improve on those measures. Current assessments suggests improvement with viewable impression methodology); 4. The viewer has a particular type of ad blocker installed that could disrupt ad serving but still be initiate the count of an impression. (Some ad blockers block the ad call, some do not. More study should be done in this area); 5. The viewer does not have the proper plug-in to render interactive media installed; 6. The viewer opens a page in a mobile device that is not configured to show the ad content; 7. The viewer minimizes the browser; 8. The viewer opens another browser window or another application; 9. The viewer opens another browser tab; 10. The viewer switches focus to another browser or application; 11. The viewer moves the browser window so the ad is outside the display screen area; 12. The viewer has multiple home pages set so when the browser is opened, two pages open in two tabs, and an ad resides on the tab that is not in focus; 13. In the case of pre-roll video and video advertising, if the viewer minimizes the browser, tabs away from, or opens another application over the video while the advertisement is playing or moves the browser window so the video is outside the display screen area;
Reasons why an impression may not appear to a viewer associated with fraud overcome:15. The request was made by an (invisible to the viewer) web page re-direct; 16. The web publisher places multiple ad displays in layers over each other. The viewer then sees one ad, but impressions are reported for all layered ads; 17. The web publisher places an image or shape on a layer overlapping an ad; 18. An ad or beacon delivered in an invisible width="0" height="0" Iframe; 19. Mutilated (http poisoning) packets Impression fraud 
Limitations related to data analysis and distribution flow with impression methodology overcome:20. Ad rotation visibility lottery. Not knowing which ads in rotation were in view for each ad selection means certain ads may never be visible making all the statistic data meaningless. (e.g. 3 Ads are in rotation). For rotation 1 the 1st is in view, 2nd is not, 3rd is in view. Rotation 2; 1st in view, 2nd not, 3rd is not, and in 3rd rotation the 2nd ad is again not in view. All ads are reported as impressions, reach, frequency and all other measurements, but ad 2 was never visible. 21. Reach and Frequency measured for ads that are not visible. An ad that is not visible did not reach anyone, making reach and frequency measurements meaningless. 22. Impressions that are not visible are included in click through rate, making click rate misleading. 23. Display of complete branding messages and contact information is prohibitive; If a click-through is necessary to measure advertising, adding complete branding messages and contact information in a display ad is prohibitive because then a click through to a website is not necessary. 24. All parties involved see different impressions reports that are impossible to reconcile. 25. Reporting latency. Because server log files must be batched, filtered, and transferred to a database for reporting, significant delays exist before reporting data is available. 26. No reported log or visual representation of each unique viewer's environment, including viewer's display resolution, and browser window area and scrolling position; 27. No reported log or visual representation of each web page URL an ad is delivered to in addition to the web page dimensions and placement location of the ad on the web page. 28. No data reported for the view time of each individual viewable impression. 29. CPM value dilution because of an unlimited supply of inventory. 30. Redundant ad delivery. (The delivery of the same ads on the same web page.) 1. Marketwire Online Advertising Purchasing Problem Solved: CityAds.net Enables Advertisers to Accurately Track and Quantify Online Ad Results 2. Marketwire CityAds.net Challenges Standard Online Ad Revenue Model 3. Marketwire RealVu Revolutionizes Internet Advertising Measurement With The Viewable Impression 4. UM Blog, by David Cohen “This Could Change Everything” 5. MarketingVox "Tuesday's Toolset Watch" 6. eMedia Vitals "Death of the Page View" 7. MediaPost "How Ad Industry Might Base Impressions On Truth Vs. Fiction" 8. Media Rating Council "Accredited Services" 9. Interactive Advertising Bureau (IAB) "IAB Display Advertising Guidelines" 10. Further Reading ViewableImpressions.co.uk 11. OnScroll's Findings Slides on Viewability/Viewable Impressions 12. The Mobile Majority "Definitive Visual Guide to Understanding Mobile Viewability"
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