Re: CPA vs. CPM the issue?

From: Todd Kellner <todd.kellner_at_list-universe.com>
Date: Mon 16 Jul 2001 12:05:00 -0500

PHIL TANNY <phil_at_philtanny.com> WROTE:

>But so long as supply exceeds demand CPA priced
>campaigns are going to continue to make up an ever
>larger share of the market. Publishers who aren't
>emotionally or otherwise ready for this change
>will increasingly find themselves competing with
>all the rest of the CPM only holdouts for a
>shrinking percentage of an already down market.

While I certainly agree with you that CPA is currently
being fueled by the overabundance of ad space,
I've seen the offers plateau over the last few months.
And, as more and more publishers throw in the towel,
the inventory will be reduced sharply and a natural
balance will resume. At that point, CPA campaigns
will be relegated to excess inventory. I mean,
a CPA campaign is merely an affiliate program with
sales level restrictions, and eventually it will
again be treated as such.

I'll take this CPA debate seriously as soon as someone
can point out a profitable publisher making it on
CPA alone.

Thanks,

Todd Kellner
VP, Operations
http://List-Universe.com/
http://Opt-Influence.com/



Received on Mon Jul 16 2001 - 12:05:00 CDT