How Does Cost Per Action Based Advertising Work?

In cost per impression based advertising, you'll hear people announce a c p m. For every thousand people we contact or get your message in front of you, pay x dollars. The publisher is supposed to get paid either way. At the very other extreme are cost per action which takes on more risk for advertisers. If they do a bad job in their efforts and don't bring you any new sales, it costs you nothing.

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