Definition

A combination of two or more online marketing payment models.


Information

A hybrid campaign might be a mix of impression-based (CPM) and performance-based
(CPC or CPA), or a mix of two performance-based models. Hybrid deals are
sometimes seen as a way to further split the risk between publishers
and advertisers.

Advertising campaigns sometimes bundle CPM and CPC in a hybrid buy,
and sometimes even CPA.

Affiliate programs have been known to offer a few cents per-click in
addition to paying for a sale, lead, download, or other conversion activity.

see also: Digital Marketing Tools

Related Terms

cost-per-action (CPA), cost-per-click (CPC), CPM, pay per click (PPC), pay per lead (PPL), pay per sale (PPS)

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary

Articles

Hybrid Affiliate Marketing: What Happens When Affiliates Go Pro
ClickZ (January 25, 2002)

Bridging the Gap: Hybrid Pricing Models
ClickZ (July 17, 2001)

Doing the “Mendel” Buy
ClickZ (May 23, 2000)