Hybrid Model

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

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