two main reasons (from my viewpoint):
cost per action is a guaranteed win for the advertiser, since even if they horribly suck at converting, which alot do, they still only pay when someone takes an action (converts in most cases).
cost per action gets rid of click fraud when an action (particularly a paid action) is required in order to count toward the publisher. it no longer does any good for a publisher to inflate clicks if the only time they get paid is when someone takes an action that costs money on the advertiser website.






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