{"id":3488,"date":"2025-05-29T12:31:54","date_gmt":"2025-05-29T09:31:54","guid":{"rendered":"https:\/\/adsterra.com\/blog\/?p=3488"},"modified":"2025-08-21T18:07:53","modified_gmt":"2025-08-21T15:07:53","slug":"how-to-choose-online-advertising-pricing-model","status":"publish","type":"post","link":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/","title":{"rendered":"CPM, CPA, CPC, CPV and Other Advertising Pricing Models: A Cheat Sheet to Marketers"},"content":{"rendered":"\r\n<p><span data-color=\"transparent\">In the rapidly evolving world of digital marketing, choosing the right advertising pricing model is crucial for achieving a strong return on investment (ROI). Whether you&#8217;re a small business owner or managing a major online campaign, understanding how internet advertising pricing models work will help you allocate budget effectively and measure success accurately.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">This guide explores various advertising pricing models, including common ones like CPM, CPC, CPA, and more specialized options like eCPM, CPI, and CPD. We&#8217;ll also compare the pricing models available for online advertisers and explain how each fits into your marketing goals. So before you chose the best three-lettered option for your campaigns, let&#8217;s start from the RSG one: Ready? Steady? Go!<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">What Are Advertising Pricing Models?<\/span><\/strong><\/h2>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">Generally, advertising pricing models are frameworks that determine how advertisers are charged for placing ads online. In the context of digital marketing, they help define the cost structure and goals of an advertising campaign. These pricing models in digital advertising allow marketers to align spending with desired outcomes\u2014whether that\u2019s generating impressions, clicks, conversions, or app installs.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">Digital advertising pricing models are typically chosen based on campaign objectives, audience behavior, and platform preferences. For example, an e-commerce brand looking for direct sales may prefer a CPA model, while a media company seeking broader exposure might opt for CPM. <\/span>See how <a href=\"https:\/\/blogdev.adsterratech.com\/blog\/adsterra-ad-fraud-prevention-methods\/\" target=\"_blank\" rel=\"noopener\">Adsterra protects advertisers from fraud traffic<\/a> and other malicious activities.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p class=\"has-text-align-center\"><em>Try now and get the best combo for your campaigns.<\/em><\/p>\r\n\r\n\r\n<div class=\"ads-post-btn-wrapper\"><a href=\"https:\/\/beta.partners.adsterra.com\/signup\/\" class=\"ads-post-btn\" style=\"background-color:#CE0000;font-size:12px\" target=\"_blank\">ADVERTISE<\/a><\/div>\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">Common Advertising Pricing Models Explained<\/span><\/strong><\/h2>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">To better compare the pricing models available for online advertisers, it\u2019s helpful to break them down one by one.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>What Is CPM (Cost Per Mille) or CPI (Cost Per Impression) Advertising?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/blogdev.adsterratech.com\/blog\/what-is-cpm\/\" target=\"_blank\" rel=\"noopener noreferrer\">CPM<\/a> is a pricing model in which an advertiser is charged a flat rate per 1,000 ad impressions. As a result, CPM is also known as cost per thousand. The CPM model heavily relies on the number of times the ad was displayed; it doesn\u2019t matter if the user clicked on the ad or interacted with it.<\/p>\r\n\r\n\r\n\r\n<p>For advertisers, it\u2019s ideal for display and branding campaigns. CPM is the best option for publishers because it provides predictable revenue and measurable results. The CPM protocol usually guarantees a certain number of impressions, which determines the cost. For example, the advertiser will pay $200 if the website has a CPM rate of $2 and guarantees 100,000-page impressions for the advertisement.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Pros for advertisers<\/strong><\/h4>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>It is the cheapest form of advertising and is ideal if you are on a tight budget and require consistent pricing.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>It\u2019s simple to launch and manage: Pay for 1,000 impressions and then forget about them.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>CPM is always profitable if the ad generates a high click-through rate.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>It fosters brand awareness over performance.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>There is a lot of ad inventory available for this pricing model.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>Cons for advertisers<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>Even if the same person sees the ad multiple times, you\u2019ll still be charged.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>It is a quantitative rather than qualitative benchmark.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>There\u2019s a risk of impression fraud.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>Pros for publishers<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>In comparison to CPC, it carries a low risk.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>You don\u2019t have to worry a lot about click-through rates (CTR), though they matter.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>You can measure and verify viewership.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>The income stream from CPM is very predictable.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>Cons for publishers<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>It requires a lot of traffic or highly-demanded traffic.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>You will receive lower-paying advertisements.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>You\u2019re not compensated for clicks you generate.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>What is the cost of an impression?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>The cost-per-impression pricing model is popular for digital advertising because of its efficiency, verifiable distribution, and ability to target precisely. Geo-targeting, segment targeting, and ad format affect the average cost per thousand impressions. In addition, the actual cost of CPMs is determined by the advertising material\u2019s placement.<strong>\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">CPC (Cost Per Click) and PPC (Pay Per Click)<\/span><\/strong><\/h3>\r\n\r\n\r\n\r\n<p>An ad pricing model is a system a publishing platform chooses to charge an advertiser for displaying an announcement. The nature of a pricing model often hides in its name: for example, cost-per-click literally means you will be paying for every user that clicks the ad.<br \/>This pricing model can be viewed as a payment for targeted exposure because users express interest in a given offer by clicking on the ad.<\/p>\r\n\r\n\r\n\r\n<p>It\u2019s up to each advertiser to set their \u2018monthly budget\u2019 and \u2018maximum cost per click\u2019 by keyword. Monthly CPC budgets often range from $50 to $500,000 and up.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>Pros for advertisers<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>The ad is seen for free by thousands even if no one clicks on it.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Their website receives pre-warmed, engaged traffic.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>The return on investment is measurable: You can quickly tell what works and what doesn\u2019t.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>The budget is under your control.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Site-blocking filters are available.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Specific keywords and GEO targeting are available.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>Cons for advertisers<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>Bidding wars may occur.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>It can be costly and requires a moderate budget.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Risk of click fraud, fake clicks, and ghost traffic.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>See how <a href=\"https:\/\/blogdev.adsterratech.com\/blog\/adsterra-ad-fraud-prevention-methods\/\" target=\"_blank\" rel=\"noopener\">Adsterra protects advertisers from fraud traffic<\/a> and other malicious activities.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>Pros for publishers<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>Measurable ROI makes it easier to attract more advertisers.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>You can collect more information about your viewers and easily track their click-through and engagement rates.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>It carries a moderate level of risk.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong>Cons for publishers<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>Often requires a high click-through rate<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Revenue is often unpredictable because publishers don\u2019t know how many people will click on the ad<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>When misused (like when you place ads near the navigation buttons ignoring UX), it drives visitors away from your website.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>What is the cost of a click?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>A click could cost anywhere from one cent to ten dollars. Google AdWords, for example, charges $2.58 per click on average across all industries on the search network. The average CPC for display networks is around $0.58. Some of Bing\u2019s and AdWords\u2019 most expensive keywords could cost up to $50 per click.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p class=\"has-text-align-center\"><em>On Adsterra, the CPC starts from $0.001. Register and create your first cost-effective campaign.<\/em><\/p>\r\n\r\n\r\n<div class=\"ads-post-btn-wrapper\"><a href=\"https:\/\/beta.partners.adsterra.com\/signup\/\" class=\"ads-post-btn\" style=\"background-color:#CE0000;font-size:12px\" target=\"_blank\">ADVERTISE<\/a><\/div>\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p>For advertisers, CPC is determined by the type of ad, its placement on the website, the targeted industry, and the amount of advertising booked. For example, banner ad clicks cost more than text link clicks. The cost per click for ads on the home page is higher than for ads on sub-pages. CPC will be much higher in the financial industry due to increased competition. For publishers, the CPC is determined by the website\u2019s quality, click-through rate (CTR), platform coverage, and relevance to the promotional materials being offered to website visitors.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">CPA (Cost Per Action)<\/span><\/strong><\/h3>\r\n\r\n\r\n\r\n<p>The <a href=\"https:\/\/blogdev.adsterratech.com\/blog\/cpa-marketing-guide\/\" target=\"_blank\" rel=\"noopener\">cost-per-action (CPA)<\/a> pricing model is the most common in affiliate marketing. It is a pricing model where advertisers only pay when users perform a targeted action such as installing, clicking, or converting to a lead. What is the difference between cost-per-action (CPA), cost-per-acquisition (CPA), cost-per-lead (CPL), and cost-per-installation (CPI) advertising?<\/p>\r\n\r\n\r\n\r\n<p>In the cost-per-lead pricing model, advertisers pay when a user views their ad on a website, clicks on it, and then takes further action like leaving their email address. Because a user must complete an action on the advertiser\u2019s site, cost-per-lead takes the process one step further. Advertisers can charge for specific actions such as downloading a PDF, signing up for a newsletter, becoming a member, watching a video, taking a survey, and so on. This metric is set when creating a campaign.<\/p>\r\n\r\n\r\n\r\n<p>CPI is a type of CPA model in which advertisers pay a fixed rate per app installation. App marketers who focus on traffic quality rather than quantity to attract highly motivated traffic often use the cost-per-install model. Because of its competitive advantages, the CPI pricing model is prevalent in the mobile ecosystem. Even though the cost per download is typically higher than the cost per click, the budgeting appears to be effective because the client pays for the actual user rather than the ad impression.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Pros for advertisers<\/strong><\/h4>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>The publisher takes on all of the risks.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>You only pay for results, so no action means no payment.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Even without clicks or actions, the ad receives exposure.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>It generates sales opportunities.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Cons for advertisers<\/strong><\/h4>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>It is the most expensive pricing model<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>CPL requires disclosing sensitive information.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Ad fraud is a real possibility. You should partner only with reliable networks and publishers, as fake form filling is a real possibility.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Pros for publishers<\/strong><\/h4>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>It\u2019s a less predictable source of income.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>You might be in charge of making the ad program successful and determining when and where the ad should run.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Higher revenue.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><strong>Cons for publishers<\/strong><\/h4>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p>Tracking can be difficult. When a user clicks on the ad, they are taken to an external page, and you have no way of knowing whether the clicks have resulted in a completed action.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Clicks are not compensated.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Advertisers may intentionally design ads that do not convert in order to get free branding.<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p>Cookie fraud can happen, such as the expiration or deletion of cookies, resulting in a loss of payment.<\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"780\" height=\"433\" class=\"wp-image-39252\" src=\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/image_2025-06-04_15-26-02-780x433.png\" alt=\"image_2025-06-04_15-26-02\" srcset=\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/image_2025-06-04_15-26-02-780x433.png 780w, https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/image_2025-06-04_15-26-02-300x166.png 300w, https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/image_2025-06-04_15-26-02-768x426.png 768w, https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/image_2025-06-04_15-26-02-585x325.png 585w, https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/image_2025-06-04_15-26-02.png 1170w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/figure>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">Other Pricing Models: eCPM, CPI, CPD<\/span><\/strong><\/h2>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">Beyond the commonly used models, there are several alternative pricing models in digital advertising that suit more specialized needs.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">eCPM (Effective Cost Per Mille)<\/span><\/strong><\/h3>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">eCPM<\/span><\/strong><span data-color=\"transparent\"> is a calculated metric, not a pricing model per se, but it&#8217;s critical for comparing the efficiency of multiple campaigns across different pricing formats. It helps advertisers translate results into a standard CPM value for cross-campaign analysis.<\/span><\/p>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Formula:<\/span><\/strong><br \/><span data-color=\"transparent\">eCPM = (Total Earnings \/ Total Impressions) \u00d7 1000<\/span><\/p>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Use case:<\/span><\/strong><br \/><span data-color=\"transparent\">You might run a CPC and CPA campaign simultaneously but use eCPM to compare which delivers better value per thousand impressions.<\/span><\/p>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Why it matters:<\/span><\/strong><br \/><span data-color=\"transparent\">It\u2019s especially valuable for publishers and ad networks looking to optimize their inventory monetization.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">CPI (Cost Per Install)<\/span><\/strong><\/h3>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">CPI (Cost Per Install)<\/span><\/strong><span data-color=\"transparent\"> is already explained above a bit. Long story short, it&#8217;s widely used in mobile app marketing. Advertisers are charged only when a user installs their app as a direct result of an ad click.<\/span><\/p>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">How it works:<\/span><\/strong><br \/><span data-color=\"transparent\">If the CPI is $3.00, each app installation costs you three dollars.<\/span><\/p>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Best for:<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">Mobile app launches<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Game developers<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Fintech and health apps<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Pros:<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">Highly targeted<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Results-focused<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Easy to calculate ROI<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Cons:<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">Install \u2260 user retention<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Requires post-install analytics to measure value<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">CPI is a pricing model tailored for the mobile ecosystem and is increasingly popular as mobile ad spend grows.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">CPD (Cost Per Day)<\/span><\/strong><\/h3>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">CPD (Cost Per Day)<\/span><\/strong><span data-color=\"transparent\"> is a fixed-price model where advertisers pay for ad placements for a full day, regardless of impressions or clicks. It&#8217;s often used on premium sites or platforms offering high-visibility spots.<\/span><\/p>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">How it works:<\/span><\/strong><br \/><span data-color=\"transparent\">You pay a daily rate, for example, $500\/day, and your ad is featured in a prominent position (e.g., homepage takeover).<\/span><\/p>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Best for:<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">Product or event launche<\/span>s<\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Takeover ads<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Premium brand campaigns<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Pros:<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">High exposure and impact<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Ideal for awareness goals<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Set-and-forget simplicity<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Cons:<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">Expensive<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">No performance-based pricing<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">While CPD is less common than other internet advertising pricing models, it remains a staple for major branding initiatives.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">Compare the Pricing Models Available for Online Advertisers<\/span><\/strong><\/h2>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.surferseo.art\/74432d6f-f06b-4b5b-bf19-2b8f2c37b62d.png\" alt=\"comparison table\" \/><\/figure>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">How to Choose the Right Online Advertising Pricing Model<\/span><\/strong><\/h2>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">Knowing <\/span><strong><span data-color=\"transparent\">how to choose the right online advertising pricing model<\/span><\/strong><span data-color=\"transparent\"> depends on your business objectives, campaign structure, and budget flexibility. Here&#8217;s how to navigate the decision process.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">1: Define Your Primary Goal<\/span><\/strong>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">Want <\/span><strong><span data-color=\"transparent\">visibility and awareness<\/span><\/strong><span data-color=\"transparent\">? \u2192 Consider <\/span><strong><span data-color=\"transparent\">CPM<\/span><\/strong><span data-color=\"transparent\"> or <\/span><strong><span data-color=\"transparent\">CPD<\/span><\/strong><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Want <\/span><strong><span data-color=\"transparent\">site visits or engagement<\/span><\/strong><span data-color=\"transparent\">? \u2192 Choose <\/span><strong><span data-color=\"transparent\">CPC<\/span><\/strong><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Want <\/span><strong><span data-color=\"transparent\">conversions<\/span><\/strong><span data-color=\"transparent\"> (sales, sign-ups)? \u2192 Opt for <\/span><strong><span data-color=\"transparent\">CPA<\/span><\/strong><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">Promoting a <\/span><strong><span data-color=\"transparent\">mobile app<\/span><\/strong><span data-color=\"transparent\">? \u2192 Use <\/span><strong><span data-color=\"transparent\">CPI<\/span><\/strong><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">2: Assess Your Budget<\/span><\/strong>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><strong><span data-color=\"transparent\">CPC and CPA<\/span><\/strong><span data-color=\"transparent\"> offer performance-based cost control.<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><strong><span data-color=\"transparent\">CPD and CPM<\/span><\/strong><span data-color=\"transparent\"> require larger budgets but provide broader exposure.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">3: Evaluate Your Tracking Capabilities<\/span><\/strong>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><span data-color=\"transparent\">CPA and CPI require precise tracking.<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><span data-color=\"transparent\">CPC and CPM are simpler to implement but give less insight into post-click behavior.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">4: Consider Your Platform<\/span><\/strong>.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\r\n<p><strong><span data-color=\"transparent\">Google Ads<\/span><\/strong><span data-color=\"transparent\"> supports CPC, CPM, CPA, and more.<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><strong><span data-color=\"transparent\">Facebook and Instagram<\/span><\/strong><span data-color=\"transparent\"> support CPC, CPM, and CPA.<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><strong><span data-color=\"transparent\">Mobile ad networks<\/span><\/strong><span data-color=\"transparent\"> are ideal for CPI models.<\/span><\/p>\r\n<\/li>\r\n\r\n\r\n\r\n<li>\r\n<p><strong><span data-color=\"transparent\">Premium content sites<\/span><\/strong><span data-color=\"transparent\"> often offer CPD placements.<\/span><\/p>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">5: Analyze Historical Performance<\/span><\/strong>.<\/p>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">If you\u2019ve run past campaigns, use data to calculate <\/span><strong><span data-color=\"transparent\">eCPM<\/span><\/strong><span data-color=\"transparent\"> across models to understand which format provides the best ROI.<\/span><\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">\u00a0<\/h3>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 52px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p><strong><span data-color=\"transparent\">Final Tip:<\/span><\/strong><\/p>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">Your choice doesn\u2019t have to be exclusive. Many advertisers run multi-model campaigns (e.g., using CPM for awareness and CPA for retargeting) for a well-rounded strategy.<\/span><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.surferseo.art\/7e384625-f3c6-4a1d-aaf3-1d12e8643b36.png\" alt=\"Ad Perfomance Checklist\" \/><\/figure>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">Conclusion<\/span><\/strong><\/h2>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">As digital marketing continues to grow in complexity, advertisers must understand and evaluate the <\/span><strong><span data-color=\"transparent\">available pricing models in online advertising<\/span><\/strong><span data-color=\"transparent\"> to make smart budget decisions. Each model serves a unique purpose\u2014whether that\u2019s generating awareness, driving engagement, or securing conversions. The best approach is to align your pricing model with your marketing objective and make decisions based on clear data. Blending several pricing structures can also offer optimal performance when done strategically.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span data-color=\"transparent\">With a thoughtful approach, <\/span><strong><span data-color=\"transparent\">online advertising pricing models<\/span><\/strong><span data-color=\"transparent\"> become powerful tools for scaling growth, optimizing spend, and reaching the right audience at the right time. Adsterra is to offer all these opportunities to you, all you have to do is join!<\/span><\/p>\r\n\r\n\r\n<div class=\"ads-post-btn-wrapper\"><a href=\"https:\/\/beta.partners.adsterra.com\/signup\/\" class=\"ads-post-btn\" style=\"background-color:#CE0000;font-size:14px\" target=\"_blank\">ADVERTISE<\/a><\/div>\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 100px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong><span data-color=\"transparent\">Advertising Pricing Models FAQ<\/span><\/strong><\/h2>\r\n\r\n\r\n\r\n<div class=\"schema-faq wp-block-yoast-faq-block\">\r\n<div id=\"faq-question-1749040605673\" class=\"schema-faq-section\"><h3 class=\"schema-faq-question\" style=\"font-size: inherit;font-weight: 700;color: inherit; line-height: inherit; margin:0;\"><strong><span data-color=\"transparent\">What are the different types of pricing models?<\/span><\/h3><\/strong>\r\n<p class=\"schema-faq-answer\">There are several <strong>advertising pricing models<\/strong> used across digital platforms: <strong>CPM (Cost Per Mille)<\/strong>, <strong>CPC (Cost Per Click)<\/strong>, <strong>CPA (Cost Per Action)<\/strong>, <strong>CPI (Cost Per Install)<\/strong>, <strong>CPD (Cost Per Day)<\/strong>, <strong>RPM\/eCPM (Revenue\/Effective Cost Per Mille)<\/strong>.<br \/>Each model reflects different goals\u2014from maximizing reach to ensuring measurable ROI. Understanding <strong>what are the available pricing models in online advertising<\/strong> helps advertisers tailor strategies for better outcomes.<\/p>\r\n<\/div>\r\n<div id=\"faq-question-1749040659524\" class=\"schema-faq-section\"><h3 class=\"schema-faq-question\" style=\"font-size: inherit;font-weight: 700;color: inherit; line-height: inherit; margin:0;\"><strong><span data-color=\"transparent\">What is better, CPC or CPM?<\/span><\/h3><\/strong>\r\n<p class=\"schema-faq-answer\">Whether <strong>CPC or CPM<\/strong> is better depends on your campaign goals:<br \/>&#8211; Choose <strong>CPC<\/strong> if your objective is <strong>user engagement or traffic<\/strong>. You only pay when someone interacts, making it cost-effective for performance-driven campaigns. This model also offers better transparency into what you\u2019re paying for<br \/>&#8211; Choose <strong>CPM<\/strong> if your goal is <strong>brand visibility and reach<\/strong>. It ensures your ad gets seen, which is essential for awareness-building and product launches<br \/>In many cases, combining both in a full-funnel strategy is the most effective choice.<\/p>\r\n<\/div>\r\n<div id=\"faq-question-1749040717989\" class=\"schema-faq-section\"><h3 class=\"schema-faq-question\" style=\"font-size: inherit;font-weight: 700;color: inherit; line-height: inherit; margin:0;\"><strong><span data-color=\"transparent\">Which Ad Pricing Model is Best for Advertisers and Publishers?<\/span><\/h3><\/strong>\r\n<p class=\"schema-faq-answer\"><span data-color=\"transparent\">The best model varies on a bunch of factors, main of which is your goal. <\/span><strong><span data-color=\"transparent\">CPA<\/span><\/strong><span data-color=\"transparent\"> fits if you only pay for successful outcomes, like leads or purchases. <\/span><strong><span data-color=\"transparent\">CPC<\/span><\/strong><span data-color=\"transparent\"> is another advertiser-friendly model, as you control spending based on actual engagement. These models provide clear ROI and minimize risk. <\/span><strong><span data-color=\"transparent\">CPM<\/span><\/strong><span data-color=\"transparent\"> or <\/span><strong><span data-color=\"transparent\">CPD<\/span><\/strong><span data-color=\"transparent\"> are also beneficial. These models guarantee revenue based on impressions or time, regardless of user interaction. <\/span><\/p>\r\n<\/div>\r\n<div id=\"faq-question-1749040730236\" class=\"schema-faq-section\"><h3 class=\"schema-faq-question\" style=\"font-size: inherit;font-weight: 700;color: inherit; line-height: inherit; margin:0;\"><strong><span data-color=\"transparent\">When is RPM best used?<\/span><\/h3><\/strong>\r\n<p class=\"schema-faq-answer\"><strong><span data-color=\"transparent\">RPM (Revenue Per Mille)<\/span><\/strong><span data-color=\"transparent\">\u2014also referred to as <\/span><strong><span data-color=\"transparent\">eCPM<\/span><\/strong><span data-color=\"transparent\"> when used by advertisers\u2014is most useful when you want to <\/span><strong><span data-color=\"transparent\">evaluate the performance of ad inventory or campaigns across different pricing models<\/span><\/strong><span data-color=\"transparent\">. It provides a common metric that allows publishers to measure earnings per 1,000 impressions, no matter the original pricing format (CPC, CPA, or CPM).<\/span><\/p>\r\n<\/div>\r\n<\/div>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>In the rapidly evolving world of digital marketing, choosing the right advertising pricing model is crucial for achieving a strong return on&hellip;<\/p>\n","protected":false},"author":3,"featured_media":39257,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"categories":[135,810,812],"tags":[56,59],"class_list":["post-3488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing-and-advertising","category-affiliate-marketing-basics","category-cpa-marketing","tag-cpa","tag-cpm"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Choose the Right Online Advertising Pricing Models<\/title>\n<meta name=\"description\" content=\"Want to launch a digital ad campaign? Make it wise with our guide: Find out how to choose the best online advertising pricing models.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Choose the Right Online Advertising Pricing Models\" \/>\n<meta property=\"og:description\" content=\"Want to launch a digital ad campaign? Make it wise with our guide: Find out how to choose the best online advertising pricing models.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/\" \/>\n<meta property=\"og:site_name\" content=\"Adsterra Affiliate Marketing and Traffic Monetization Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-29T09:31:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-21T15:07:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/adsterra.com\/blog\/wp-content\/uploads\/2023\/09\/1200x628-blog-template.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Adsterra Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adsterra Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/\"},\"author\":{\"name\":\"Adsterra Team\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/person\/76076cbd468a1d1ff29a6b0eabd3ac86\"},\"headline\":\"CPM, CPA, CPC, CPV and Other Advertising Pricing Models: A Cheat Sheet to Marketers\",\"datePublished\":\"2025-05-29T09:31:54+00:00\",\"dateModified\":\"2025-08-21T15:07:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/\"},\"wordCount\":2472,\"publisher\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png\",\"keywords\":[\"CPA\",\"CPM\"],\"articleSection\":[\"Affiliate Marketing &amp; Media Buying\",\"Affiliate marketing basics\",\"CPA marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/\",\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/\",\"name\":\"How to Choose the Right Online Advertising Pricing Models\",\"isPartOf\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png\",\"datePublished\":\"2025-05-29T09:31:54+00:00\",\"dateModified\":\"2025-08-21T15:07:53+00:00\",\"description\":\"Want to launch a digital ad campaign? Make it wise with our guide: Find out how to choose the best online advertising pricing models.\",\"mainEntity\":[{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040605673\"},{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040659524\"},{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040717989\"},{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040730236\"}],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage\",\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png\",\"contentUrl\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png\",\"width\":1200,\"height\":560},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#website\",\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/\",\"name\":\"Adsterra Affiliate Marketing and Traffic Monetization Blog\",\"description\":\"Expert tips on how to monetize traffic and advertise products worldwide\",\"publisher\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#organization\",\"name\":\"Adsterra\",\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2022\/10\/340x72_logo_adsterra.png\",\"contentUrl\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2022\/10\/340x72_logo_adsterra.png\",\"width\":340,\"height\":72,\"caption\":\"Adsterra\"},\"image\":{\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/AdsterraGlobal\",\"https:\/\/www.linkedin.com\/company\/adsterra\",\"https:\/\/www.instagram.com\/adsterra_network\",\"https:\/\/t.me\/adsterra_official\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/person\/76076cbd468a1d1ff29a6b0eabd3ac86\",\"name\":\"Adsterra Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/09\/cropped-cropped-adsterra-new-logo-vert-2-150x150-1-96x96.webp\",\"contentUrl\":\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/09\/cropped-cropped-adsterra-new-logo-vert-2-150x150-1-96x96.webp\",\"caption\":\"Adsterra Team\"},\"description\":\"The Adsterra team of blog authors is a unique collaboration of affiliate marketers and webmasters with 5+ years of expertise, digital marketers, web analysts, and software developers. We found out the hard way that affiliate marketing is an ever-changing, live substance. Staying on top means catching trends and breaking through over and over again. With us, you get firsthand tips, guides, and market overviews to make your own breakthroughs possible!\",\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/author\/adsterrateam\/\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040605673\",\"position\":1,\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040605673\",\"name\":\"What are the different types of pricing models?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"There are several <strong>advertising pricing models<\/strong> used across digital platforms: <strong>CPM (Cost Per Mille)<\/strong>, <strong>CPC (Cost Per Click)<\/strong>, <strong>CPA (Cost Per Action)<\/strong>, <strong>CPI (Cost Per Install)<\/strong>, <strong>CPD (Cost Per Day)<\/strong>, <strong>RPM\/eCPM (Revenue\/Effective Cost Per Mille)<\/strong>.<br\/>Each model reflects different goals\u2014from maximizing reach to ensuring measurable ROI. Understanding <strong>what are the available pricing models in online advertising<\/strong> helps advertisers tailor strategies for better outcomes.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040659524\",\"position\":2,\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040659524\",\"name\":\"What is better, CPC or CPM?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Whether <strong>CPC or CPM<\/strong> is better depends on your campaign goals:<br\/>- Choose <strong>CPC<\/strong> if your objective is <strong>user engagement or traffic<\/strong>. You only pay when someone interacts, making it cost-effective for performance-driven campaigns. This model also offers better transparency into what you\u2019re paying for<br\/>- Choose <strong>CPM<\/strong> if your goal is <strong>brand visibility and reach<\/strong>. It ensures your ad gets seen, which is essential for awareness-building and product launches<br\/>In many cases, combining both in a full-funnel strategy is the most effective choice.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040717989\",\"position\":3,\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040717989\",\"name\":\"Which Ad Pricing Model is Best for Advertisers and Publishers?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"The best model varies on a bunch of factors, main of which is your goal. <strong>CPA<\/strong> fits if you only pay for successful outcomes, like leads or purchases. <strong>CPC<\/strong> is another advertiser-friendly model, as you control spending based on actual engagement. These models provide clear ROI and minimize risk. <strong>CPM<\/strong> or <strong>CPD<\/strong> are also beneficial. These models guarantee revenue based on impressions or time, regardless of user interaction. \",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040730236\",\"position\":4,\"url\":\"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040730236\",\"name\":\"When is RPM best used?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<strong>RPM (Revenue Per Mille)<\/strong>\u2014also referred to as <strong>eCPM<\/strong> when used by advertisers\u2014is most useful when you want to <strong>evaluate the performance of ad inventory or campaigns across different pricing models<\/strong>. It provides a common metric that allows publishers to measure earnings per 1,000 impressions, no matter the original pricing format (CPC, CPA, or CPM).\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Choose the Right Online Advertising Pricing Models","description":"Want to launch a digital ad campaign? Make it wise with our guide: Find out how to choose the best online advertising pricing models.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/","og_locale":"en_US","og_type":"article","og_title":"How to Choose the Right Online Advertising Pricing Models","og_description":"Want to launch a digital ad campaign? Make it wise with our guide: Find out how to choose the best online advertising pricing models.","og_url":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/","og_site_name":"Adsterra Affiliate Marketing and Traffic Monetization Blog","article_published_time":"2025-05-29T09:31:54+00:00","article_modified_time":"2025-08-21T15:07:53+00:00","og_image":[{"width":1200,"height":560,"url":"https:\/\/adsterra.com\/blog\/wp-content\/uploads\/2023\/09\/1200x628-blog-template.png","type":"image\/png"}],"author":"Adsterra Team","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Adsterra Team","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#article","isPartOf":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/"},"author":{"name":"Adsterra Team","@id":"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/person\/76076cbd468a1d1ff29a6b0eabd3ac86"},"headline":"CPM, CPA, CPC, CPV and Other Advertising Pricing Models: A Cheat Sheet to Marketers","datePublished":"2025-05-29T09:31:54+00:00","dateModified":"2025-08-21T15:07:53+00:00","mainEntityOfPage":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/"},"wordCount":2472,"publisher":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/#organization"},"image":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage"},"thumbnailUrl":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png","keywords":["CPA","CPM"],"articleSection":["Affiliate Marketing &amp; Media Buying","Affiliate marketing basics","CPA marketing"],"inLanguage":"en-US"},{"@type":["WebPage","FAQPage"],"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/","url":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/","name":"How to Choose the Right Online Advertising Pricing Models","isPartOf":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage"},"image":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage"},"thumbnailUrl":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png","datePublished":"2025-05-29T09:31:54+00:00","dateModified":"2025-08-21T15:07:53+00:00","description":"Want to launch a digital ad campaign? Make it wise with our guide: Find out how to choose the best online advertising pricing models.","mainEntity":[{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040605673"},{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040659524"},{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040717989"},{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040730236"}],"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#primaryimage","url":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png","contentUrl":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/06\/pricing-models.png","width":1200,"height":560},{"@type":"WebSite","@id":"https:\/\/blogdev.adsterratech.com\/blog\/#website","url":"https:\/\/blogdev.adsterratech.com\/blog\/","name":"Adsterra Affiliate Marketing and Traffic Monetization Blog","description":"Expert tips on how to monetize traffic and advertise products worldwide","publisher":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/#organization"},"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/blogdev.adsterratech.com\/blog\/#organization","name":"Adsterra","url":"https:\/\/blogdev.adsterratech.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2022\/10\/340x72_logo_adsterra.png","contentUrl":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2022\/10\/340x72_logo_adsterra.png","width":340,"height":72,"caption":"Adsterra"},"image":{"@id":"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/AdsterraGlobal","https:\/\/www.linkedin.com\/company\/adsterra","https:\/\/www.instagram.com\/adsterra_network","https:\/\/t.me\/adsterra_official"]},{"@type":"Person","@id":"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/person\/76076cbd468a1d1ff29a6b0eabd3ac86","name":"Adsterra Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogdev.adsterratech.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/09\/cropped-cropped-adsterra-new-logo-vert-2-150x150-1-96x96.webp","contentUrl":"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2020\/09\/cropped-cropped-adsterra-new-logo-vert-2-150x150-1-96x96.webp","caption":"Adsterra Team"},"description":"The Adsterra team of blog authors is a unique collaboration of affiliate marketers and webmasters with 5+ years of expertise, digital marketers, web analysts, and software developers. We found out the hard way that affiliate marketing is an ever-changing, live substance. Staying on top means catching trends and breaking through over and over again. With us, you get firsthand tips, guides, and market overviews to make your own breakthroughs possible!","url":"https:\/\/blogdev.adsterratech.com\/blog\/author\/adsterrateam\/"},{"@type":"Question","@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040605673","position":1,"url":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040605673","name":"What are the different types of pricing models?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"There are several <strong>advertising pricing models<\/strong> used across digital platforms: <strong>CPM (Cost Per Mille)<\/strong>, <strong>CPC (Cost Per Click)<\/strong>, <strong>CPA (Cost Per Action)<\/strong>, <strong>CPI (Cost Per Install)<\/strong>, <strong>CPD (Cost Per Day)<\/strong>, <strong>RPM\/eCPM (Revenue\/Effective Cost Per Mille)<\/strong>.<br\/>Each model reflects different goals\u2014from maximizing reach to ensuring measurable ROI. Understanding <strong>what are the available pricing models in online advertising<\/strong> helps advertisers tailor strategies for better outcomes.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040659524","position":2,"url":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040659524","name":"What is better, CPC or CPM?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Whether <strong>CPC or CPM<\/strong> is better depends on your campaign goals:<br\/>- Choose <strong>CPC<\/strong> if your objective is <strong>user engagement or traffic<\/strong>. You only pay when someone interacts, making it cost-effective for performance-driven campaigns. This model also offers better transparency into what you\u2019re paying for<br\/>- Choose <strong>CPM<\/strong> if your goal is <strong>brand visibility and reach<\/strong>. It ensures your ad gets seen, which is essential for awareness-building and product launches<br\/>In many cases, combining both in a full-funnel strategy is the most effective choice.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040717989","position":3,"url":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040717989","name":"Which Ad Pricing Model is Best for Advertisers and Publishers?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The best model varies on a bunch of factors, main of which is your goal. <strong>CPA<\/strong> fits if you only pay for successful outcomes, like leads or purchases. <strong>CPC<\/strong> is another advertiser-friendly model, as you control spending based on actual engagement. These models provide clear ROI and minimize risk. <strong>CPM<\/strong> or <strong>CPD<\/strong> are also beneficial. These models guarantee revenue based on impressions or time, regardless of user interaction. ","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040730236","position":4,"url":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-choose-online-advertising-pricing-model\/#faq-question-1749040730236","name":"When is RPM best used?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<strong>RPM (Revenue Per Mille)<\/strong>\u2014also referred to as <strong>eCPM<\/strong> when used by advertisers\u2014is most useful when you want to <strong>evaluate the performance of ad inventory or campaigns across different pricing models<\/strong>. It provides a common metric that allows publishers to measure earnings per 1,000 impressions, no matter the original pricing format (CPC, CPA, or CPM).","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/posts\/3488","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/comments?post=3488"}],"version-history":[{"count":64,"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/posts\/3488\/revisions"}],"predecessor-version":[{"id":40324,"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/posts\/3488\/revisions\/40324"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/media\/39257"}],"wp:attachment":[{"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/media?parent=3488"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/categories?post=3488"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogdev.adsterratech.com\/blog\/wp-json\/wp\/v2\/tags?post=3488"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}